User profiling
Following the entry into force of the GDPR and the birth of consent management providers (CMPs), the IAB developed and published in 2018 the Transparency and Consent Framework (TCF) with the aim of standardizing the process of obtaining consent to cookies, providing information about it to users.
The Blendee team talked about it at the latest meeting organized by the IAB TechLab in London , on the occasion of “ Rearc: Build for Privacy Series ”.
CMPs based on the IAB TCF determine specific uses and specify the advertising partners to which the user has consented.
In particular, in using the TCF framework, three parties come into play: publishers, i.e. the first point of contact for users where interaction with advertising content takes place, providers, i.e. advertisers (sellers) and the consent management provider who provides the technology and ensures that consent is obtained.
In this process, the IAB TCF framework functions as a communication egypt mobile database system that mediates user consent statements between the publisher, vendors, and CMPs used on the publisher's website.
Compared to the first version of IAB TCF 2.0, the new version of IAB TCF 2.2 framework includes updates that cover the following points.
Legal basis : In TCF 2.0, providers could designate both consent and legitimate interest as a legal basis for purposes 2 to 10. In contrast, in TCF 2.2 , legitimate interest is no longer an acceptable legal basis for purposes 3, 4, 5 and 6. Therefore, providers can now only rely on consensus for these purposes.
User-friendly text : TCF 2.2 brings improvements to names, descriptions, and explanations of intent and functionality. This provides users with clearer and more understandable consent information.
Introduction of a new purpose: Purpose 11 (Use of limited data for content selection) has been introduced, which is designed to cover processing activities such as selecting and delivering non-advertising content based on real-time data and controlling the frequency or order in which content is presented to you.
Additional vendor information: Vendors under the new framework are required to provide information on how they process data, such as the categories of data collected and the retention period. Additionally, CMPs are now required to report the total number of vendors.