IAB Europe - TCF helps with data protection compliance

„iRIX has laid an important foundation for easy handling of the data protection regulations for our partners.“

Anne Goodman, IAB Project Manager

Challenge
Advertising must not pop up uncontrollably on websites; the web user must be able to consent to or reject this content. This is stipulated by the General Data Protection Regulation (DSGVO), which has been in force since May 2018. The Interactive Advertising Bureau, IAB Inc., a non-profit organisation, wanted to offer advertisers a complete solution when the regulation came into force. Companies are to handle the data protection regulations of their digital marketing via the IAB Transparency & Consent Framework, TCF, which provides web users with all the necessary parameters for controlling advertising content and keeps the regulations up-to-date. Here, iRIX is to help implement a technical concept for a framework.

Solution
iRIX builds the TCF framework for the IAB with technical components, which in the end links the obligations of the companies and the rights of the consumers on one platform. Companies register on the IAB platform for a fee and are provided with all relevant parameters for data protection. These are prefixed to future advertisements as part of the consent process. Web users can influence the advertising settings at any time and thus obtain the legally prescribed control over the advertisements placed in front of them. Currently, more than 600 providers and over 200 consent administrators are part of the TCF.

Added value for the client
IAB can offer its clients in the EU area a legally compliant handling of digital marketing. Advertisers have a guarantee that the currently applicable data protection regulation is complied with, thus protecting them from legal action. The registration process is automated and follows IAB design guidelines. TCF users can update their profile at any time. The list of all registered companies as well as the translation of the advertising purposes into 25 languages is published automatically. The data is stored on a European server according to specifications.