IAB introduced the Transparency and Consent Framework (TCF) in 2018 to set clear guidelines on a more privacy-compliant, opt-in method to collect and process data from a user’s device. While a step in the right direction, the first version of TCF did not have the larger publisher consensus required to drive adoption. Since then, the industry has seen an update on the framework with the launch of TCF 2.0, which now provides sufficient control back to the publisher, while maintaining its core value proposition of user-driven consent management.
The new version lets consumers grant or withhold consent and exercise their ‘right to object’ to data being processed. At the same time, it allows publishers to gain greater control and flexibility with respect to how they integrate and collaborate with their technology partners.
InMobi is a certified IAB TCF 2.0 Vendor. In the last few months, we have been working very closely with industry-leading consent management platforms (CMPs) like Liveramp, Ogury and OneTrust to make our pipelines (and that of our demand partners) ready to process the TCF 2.0 string. We will continue our efforts to make the adoption of TCF 2.0 seamless for both our supply and demand-side partners. As we make the changes, our commitment will remain towards ensuring user privacy in the advertising ecosystem.
As the industry actively migrates from TCF v1.1 to TCF v2.0 as recommended by IAB, InMobi will continue supporting the v1.1 consent string till 30th September 2020. It is strongly recommended that publishers work with an IAB-approved CMP vendor. In case you are in the early stage of considering a CMP platform, we would advise that you go through this blog: “Is your consent management platform in place?”
TCF 2.0 enables publishers to be more transparent with their end-users by providing them with a granular view on how their data is being processed. This creates a standard way for end-users to object to data processing.
TCF 2.0 also provides both publishers and users with more control by allowing them to select how each vendor could use the end user’s personal data retrieved from a publisher’s CMP.
TCF 2.0 also requires vendors like InMobi to strictly check for and only utilize signals from registered CMPs. It’s important to note that as a publisher, if you wish to deploy your own private CMP, you will still have to meet the standards provided by IAB and be certified by IAB Europe for adherence.
InMobi, as a certified IAB TCF 2.0 vendor, will allow publishers to seamlessly streamline the user consent communication with downstream partners. This has been implemented in two parts:
Our latest SDK establishes a communication channel with all leading CMPs and works to transfer the user consent signals (also referred to as TCF strings) across the supply chain. If you are currently using InMobi SDK versions 909 (Android) and 907 (iOS) or earlier versions, then we highly recommend that you upgrade to our latest SDKs available to benefit from this feature and reduce any risk.
We are working with all our demand-side platform (DSP) partners to ensure that they are fully prepared to consume the TCF 2.0 strings so that users who provide consent are valued appropriately by the demand bidders. Your revenue in the European Economic Area will see an uptick as demand partners scale their spend on InMobi Exchange as a virtue of this transition and its key role in ensuring compliance with GDPR.
InMobi will continue to be compliant with all the industry initiatives driven by IAB. We will also ensure our publishers are provided the required support to maximize revenue during such transitions. It’s also this commitment to building a clean and transparent marketplace that makes us the preferred in-app exchange for the top DSPs and agencies.
If you have any questions on TCF 2.0 or require any other assistance on this topic, please reach out to your dedicated InMobi account manager.
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