It’s no secret that the digital advertising ecosystem is often complex and non-transparent. At Kayzen, we are committed to advance the Adtech industry to be more transparent for advertisers and consumers. Hence, we are happy to announce that we have adopted and support IAB’s Transparency and Consent Framework (TCF 2.0)
What is TCF 2.0?
The IAB Transparency and Consent Framework is a set of technical specs that help publishers and tech vendors comply with the European Union’s (EU) General Data Protection Regulation (GDPR) requirements. TCF allows a means of transmitting signals of consent from consumers to the exchanges and DSPs.
Kayzen was already supporting the existing version of TCF (1.1). While the deadline to support TCF 2.0 is August 15th, we have already migrated to the new version.
What’s new in TCF 2.0?
TCF 2.0 allows more control and transparency to the publishers and advertisers. The main goals as stated by IAB are the following:
- Transparency- through revised definitions and descriptions of data processing purposes that combine greater granularity that will enable users to make more informed choices regarding the processing of their personal data.
- Choice - the introduction of signals that allow CMPs to offer users a streamlined means for users exercising the “right to object” to processing on the basis of a “legitimate interest”.
- Accountability - with a more complete accommodation of the “legitimate interests” legal basis for data processing that allows vendors to receive a signal about whether their legitimate interests have been disclosed.
- Control - with new, granular controls for publishers about the data processing purposes permitted by them on a per vendor basis.
- Compliance - through greater support for the users of the framework in their application of the policies, terms and conditions and technical specifications with increased investment by IAB Europe in the resource to support compliance.
How is Kayzen equipped to handle TCF 2.0?
- Decode and implement the TCF 2.0 consent string
- Kayzen's in-house bidder is now equipped to understand the TCF 2.0 consent string and process the user PII (Personally Identifiable Information) according to user signals in the string
- In geos where GDPR applies, Kayzen will store PII only when the user provides consent to do so.
- If the user does not provide consent, we'll not store and process the user PII. However, we can show ads based on contextual parameters
2. Use our Inventory discovery tool to identify consent traffic
- Our inventory discovery tool can be used by advertisers to slice and dice the available inventory via Kayzen
- Using the "Has Consent" filter, advertisers can delve deeper into the consented traffic
3. Target in-app traffic with missing device ID via Kayzen
- Kayzen also allows advertisers to target traffic with missing device IDs based on contextual information.
- Such bid requests usually have lower bid floors , lower CPM’s and by leveraging android reftag feature, many marketers are able to achieve their performance and scale goals by targeting such users