This spring, Google said it would implement the Interactive Advertising Bureau (IAB) Europe’s Transparency and Consent Framework (TCF) by August. August, of course, has now come and gone.
Consent from users to have their data collected and used for marketing is a key element of General Data Protection Regulation (GDPR), a sweeping set of data privacy rules that govern the handling of EU members’ data, and the TCF is designed in part to allow advertisers and publishers to share consent across the ad tech ecosystem.
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