Since the arrival of the EU General Data Protection Regulation (GDPR) in 2018, data privacy and consent remains at the forefront of conversations for both consumers and companies. The implementation of GDPR was historic in that it globally redefined how companies explicitly obtain consent to collect, manage, and use customer data.
To help advertising operations teams and publishers make the transition to GDPR compliance, the Interactive Advertising Bureau (IAB) Europe created a common framework called the Transparency and Consent Framework (TCF). This framework simplifies policy compliance for publishers and their technology vendors by enabling technologies within the advertising stacks to share data freely while adhering to a set of consistent rules.
This article provides details on how the framework works and why Tealium joined.
What is the IAB Transparency and Consent Framework?
The TCF framework was launched in April 2018 and designed to help all parties in the digital advertising ecosystem ensure compliance with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data. This framework has four (4) entities that are important to distinguish:
Registered Vendors A registered vendor is required to clarify its purpose and agree to data collection practices that meet the IAB framework.
Consent Management Platforms (CMPs) CMPs act as an independent central service that stores consent decisions and returns consumer decisions.
Publishers Advertisers and Publishers use the consent framework.
Consumers Consumers are visitors of a web property.
What Should Customers Know?
Tealium is officially listed on the IAB Global Vendor List (Vendor ID 522). This listing qualifies that Tealium's full Customer Data Hub (client-side and server-side) is compliant with the Transparency Consent Framework (TCF) and means that any Tealium customer can integrate with the framework.
Why did we partner with IAB?
Our partnership with the IAB allows Tealium customers to seamlessly integrate existing data collection processes within the IAB Framework and comply with Consent Management Platforms (CMPs).
What about the Tealium Consent Manager that is built into iQ Tag Management?
To continue to provide a fully customizable consent manager for all of our customer's needs, the Tealium Consent Manager will not be changed to meet the framework guidelines. Tealium iQ Tag Management supports and manages the tags and data across the entirety of the advertising, marketing, customer support, and analytics technology landscape.
Today, the IAB’s TCF is primarily adopted by advertising solutions and a transition to this specification would not be compatible with Tealium’s larger scope of data management. Customers can, however, leverage Tealium’s turnkey integrations with Consent Management Providers (CMPs), such as OneTrust or TrustArc to collect and manage consent downstream. Tealium plans to provide a more integrated experience in the future.
We are excited to continue our ongoing work with the IAB on their Transparency and Consent Framework, v2.0, which is slated for general release in June 2020. The updated version is intended to increase consumer transparency and choice, as well as provide management by digital properties of consent and compliance.