What is IAB & TCF?

Modified on Thu, 07 Mar 2024 at 02:37 PM

International Advertising Bureau: What is IAB?

The Interactive Advertising Bureau (IAB) serves as a collaborative platform involving various players in the digital marketing and advertising sphere, such as publishers, advertisers, ad tech vendors, and agencies. Its overarching goal is to establish industry norms, offer guidelines, and champion ethical practices to enhance the effectiveness of digital advertising.
In February 2017, IAB Europe initiated a cooperative endeavor by orchestrating specialized working teams, comprising over 70 member enterprises and sector-specific trade associations. With the backing of IAB Europe staff, their aim was to establish, sustain, and enhance an industry benchmark known as the TCF. This endeavor was undertaken to effectively address the requirements of users, the industry, and regulatory entities.

Transparency and Consent Framework: Understanding the IAB TCF 

The IAB Transparency and Consent Framework (TCF) is a set of technical specifications and policies designed to assist publishers and advertisers in complying with the General Data Protection Regulation (GDPR) and the ePrivacy Directive. TCF 2.2, the latest version of the framework, was released on May 16, 2023. The TCF allows publishers and vendors to collect and exchange consent information, enabling vendors to understand the choices visitors make regarding data usage. Major advertising companies support TCF as a standard, participating as vendors in the TCF Global Vendor List (GVL).

IAB TCF v2.2 Compliance

In illow, we have implemented new features into our tools to comply with this new version of TCF with just one click on our platform. By activating the switch to support the new version of IAB TCF, you will be able to find:

  • Our banner will automatically change in all regions where the GDPR banner is displayed in the "Custom permissions" tab.

  • Once this switch is activated,in our banner you will find a detailed list of vendors supported by IAB with the ability to reject or accept them.

  • The "Purposes & features" tab, with the option to Opt-in the consent and the possibility to Opt-out the legitimate interest for those included.

If you want to delve deeper into how our banner works when activating the IAB TCF v2.2 support option, please refer to our article "(Knowledge base more specified article)"

If you want to know how to activate our feature for IAB TCF v2.2, you can see it in the following article 
How to configure illow to meet Google's requirements for EEA and UK

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