The IAB, Interactive Advertising Bureau is the leading trade association representing more than 600 communications and advertising companies in the U.S. and European Union.
With the release of version 2.2 of its Transparency and Consent Framework, and the mandatory use of it required by Google (under penalty of exclusion from monetization) and the digital advertising industry in general, a number of important new features are introduced:
- Removal of the legal basis of legitimate interest for advertising and content personalization: under the TCF, Providers will only be able to select consent as an acceptable legal basis.
- Improvements in information provided to end users: changes have been made to the names and descriptions of the purposes and functionality of individual consents. Legal text has been replaced by user-friendly descriptions, supplemented by examples of real use cases.
- Standardization of additional information about Providers: advertising Providers will be required to provide additional information about their data processing operations so that this information can be disclosed to end users.
- Transparency on the number of Providers: the CMPs (Consent Management Platforms) will be required to disclose the total number of Providers seeking to establish a legal basis, already in the first level of the user interface.
Full updated policy details can be found on the IAB Europe website(https://iabeurope.eu/iab-europe-transparency-consent-framework-policies/) along with this post(https://iabeurope.eu/blog/understanding-the-upcoming-transparency-consent-framework-v2-2/) outlining the changes.
Why do I need to worry about this change?
Failure to comply with this standard results in exclusion from monetization for one's sites using the Adsense loop.
My Agile Privacy and the New IAB Framework (TCF 2.2)
As of version 2.1.0 of My Agile Privacy, for Top, Top Plus and all reseller plans, integration is native and certified by the IAB and Google.
Integration requires simple enablement from the WordPress administration panel.
So if you are already a customer and use Google Adsense, Admob or Ad Manager, you only need to update your installation to be fully compliant with IAB TCF version 2.2, without risk of issues with your ad circuits and GDPR.
The My Agile Privacy integration consists of an additional tab in the consent banner, as shown in the images below.
To enable it, simply enable the relevant option in the management panel:
The tab is called "Advertising Preferences" and allows end users to select the IAB's advertising purposes and advertisers before providing consent.
You won't have to do any more work on your Web site to be GDPR compliant and comply with the IAB Framework.
But what is the IAB Framework and how does it fit into the context of GDPR?
The IAB Framework serves as a unified platform fostering collaboration among publishers, advertisers, and consent management providers. It streamlines the process of complying with GDPR requirements by offering a standardized method for communicating visitors' consent preferences.
By positioning itself as a standard for conveying the consents expressed by visitors, the framework upholds their choices, permitting only what they explicitly agree to. This approach aligns with the regulatory stance of several European Guarantors, emphasizing the necessity of obtaining legitimate consent.
What is Google Additional Consent Mode?
My Agile Privacy supports Google's additional consent mode (Google AC) that allows consent for Google advertisers who are not part of IAB TCF 2.2, and are one of Google's ad technology providers.
Do you still use an old Banner Cookie ?
Hurry: banner cookies that do not follow the new version 2.2 standard will result in exclusion from monetization.
Upgrade to My Agile Privacy NOW!
