What are "Vendors" in IAB?

Modified on Mon, 18 Dec 2023 at 06:11 PM

In the context of digital advertising and online marketing, the term "vendors" refers to providers of advertising technology, also known as advertising technology vendors. These providers offer a variety of services and solutions that facilitate the buying, selling, and delivery of online advertising.

Selecting vendors in the context of the Cookie Banner refers to the ability to choose technology providers that will participate in the delivery and measurement of your ads. Configuring your banner's vendors means specifying which technology providers can process data related to advertising on your website

This is part of the Transparency and Consent Initiative of the IAB Consent Framework (IAB Transparency and Consent Framework or TCF).

Why should I set up Vendors list in my Cookie Banner?

Selecting vendors in your advertising banners is an important practice to ensure user privacy, comply with regulations, and promote transparency in the digital advertising ecosystem.

Selecting your banner's vendors has three main important aspects:

  • User Consent: Allows users to control their privacy preferences and give consent for data processing by certain vendors.
  • Transparency: Contributes to transparency in data usage and advertising practices.

  • Regulatory Compliance: Complies with privacy regulations such as the General Data Protection Regulation (GDPR) in the European Union, which requires informed user consent for the processing of their personal data.

How to Select Vendors for Your Cookie Banner

To choose the permitted vendors in your Cookie Banner, follow these steps:

1. Navigate to: Side menu > Cookie Banner > Advance settings > Global

2. Within the GLOBAL banner menu, locate the IAB activation switch. On the right side of this switch, you'll find the "Select Vendors" button.

There you will see this pop up, where you can search your vendors by name, or on the lists. Keep in mind that by default, our banner displays all the vendors from the official IAB list but if you select fewer vendors, only the ones you have chosen will be displayed.

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