On 21 August, 2019, IAB Europe and the IAB Tech Lab announced the version 2.0 of the Transparency & Consent Framework (TCFv2.0, hereinafter referred to simply as TCF in this document). It’s a policy that enables companies operating in the EU law area to streamline their GDPR compliance initiatives within the programmatic advertising ecosystem.
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Integration of TCF by your publishers
According to TCF guidelines, publishers use a consent layer provided by Consent Management Platforms (CMP) to obtain the visitor's consent for their personal data.
It can be specified differentially for various purposes (purposes) and vendors (data processors). The consent itself is represented as a “consent string”, which has a standardised format and can be interpreted by the TCF vendors. When a vendor receives it together with the other data, it has to decide whether and what type of data processing or forwarding was allowed by the end user.
Users consent is submitted by the publishers CMP via passing the TC String in the tracking URL view or click tags. When a creative is rendered, the src address of <img> html-tag is sent by the browser via HTTP GET request to Ingenious Server. Also when user clicks on this creative, click request is also sent to Ingenious tracking server.
In terms of TCF, the only instance able and allowed to generate consent strings is the Consent Management Platform (CMP). The publisher has two ways to implement a CMP functionality:
Build: Develop an in-house CMP and register it as internal CMP on IAB Europe and
Buy/Outsource: use a external CMP service registered with IAB Europe.
Signalling by Publisher’s CMP
To work as TCF publisher with Ingenious customers, partner have the publisher’s CMP has to provide the consent signal by setting values of parameters gdpr and gdpr_consent in the tracking URLview and click tags.
TCF can be activated on platform level
and then
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publishers can activate it for particular ad spaces
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If both platform and ad space have activated TCF, Ingenious suggest shows parameters for TCF signalling and macros to the advertiser's On-Page Tracking Tag and to Creatives Tracking Tag on publisher's side.
Note: tracking Creatives Manager in the Partner UI.
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Tracking tags already built in to partners or advertisers system are not replaced automatically when TCF is activated or deactivates. |
Macros
The supported URL parameters and the corresponding macros should be added only once and are defined below:
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