IAB Europe, in partnership with the IAB Tech Lab, announced on 25th April that the Policies and Technical Specifications for version 2.0 of the Transparency & Consent Framework (TCF) are being made available for public comment. The opportunity to comment will last for 30 days, up to 25th May 2019.
During this consultation period, IAB Europe is hosting a webinar exclusively for publishers to provide a full overview on the TCF v2.0, plus allow ample opportunity for publishers to ask any questions related to the updated Policy and Tech Specs.
Timing and Registration: The webinar will take place on May 7, 2019 at 5:00 PM - 6:30 PM CET. Please register here.
What is the TCF?
The first iteration of the Transparency and Consent Framework (TCF) was launched one year ago, to enable the digital advertising ecosystem to comply with certain obligations under the GDPR and ePrivacy Directive. The TCF provides a common framework to facilitate compliance with these data protection laws for every part of the advertising value chain, from publishers and technology companies through to agencies and advertisers. In addition, the TCF ensures more user transparency and choice about the processing of their personal data.
Introducing TCF v2.0
TCF v2.0 is the product of 12 months of reflection begun in the first half of 2018 in response to feedback from the market, notably publishers and from EU member state data protection authorities (DPAs). The key changes in the new version are even more transparency and control for consumers, greater control for publishers, and enhanced accommodation of the GDPR’s “legitimate interests” legal basis for processing personal data, including the right to object through the TCF, alongside consent. A new, combined transparency and consent string will consolidate all signals.
Why Join...
This information session is exclusively for publishers. It will include a 45 minute presentation from key members of the TCF Steering Committee, followed by a 45 minute Q&A session. The webinar will allow publishers to learn about all the key updates and benefits of TCF v2.0 for publishers, to enable participants to comment and provide feedback during the consultation process.
Agenda:
IAB Europe, in partnership with the IAB Tech Lab, announced on 25th April that the Policies and Technical Specifications for version 2.0 of the Transparency & Consent Framework (TCF) are being made available for public comment. The opportunity to comment will last for 30 days, up to 25th May 2019.
During this consultation period, IAB Europe is hosting a webinar exclusively for Consent Management Platforms (CMPs) and Vendors to provide a full overview on the Policies and Tech Specs for TCF v2.0 plus allow ample opportunity for Q&As.
Timing and Registration: The webinar will take place on May 8, 2019 at 5:00 PM - 6:30 PM CET. Please register here.
What is the TCF?
The first iteration of the Transparency and Consent Framework (TCF) was launched one year ago, to enable the digital advertising ecosystem to comply with certain obligations under the GDPR and ePrivacy Directive. The TCF provides a common framework to facilitate compliance with these data protection laws for every part of the advertising value chain, from publishers and technology companies through to agencies and advertisers. In addition, the TCF ensures more user transparency and choice about the processing of their personal data.
Introducing TCF v2.0
TCF v2.0 is the product of 12 months of reflection begun in the first half of 2018 in response to feedback from the market, notably publishers and from EU member state data protection authorities (DPAs). The key changes in the new version are even more transparency and control for consumers, greater control for publishers, and enhanced accommodation of the GDPR’s “legitimate interests” legal basis for processing personal data, including the right to object through the TCF, alongside consent. A new, combined transparency and consent string will consolidate all signals.
Why Join...
This information session is exclusively for existing TCF CMPs & Vendors and those interested in joining TCF v2.0. It will include a 45 minute presentation from key members of the TCF Steering Committee, followed by a 45 minute Q&A session. The webinar will allow CMPs & Vendors to learn about all the key updates and benefits of TCF v2.0, to enable participants to comment and provide feedback during the consultation process.
Agenda:
Kateryna Khalus is the team lead in publishers’ department at Admitad. She sums up the perils that await publishers and e-shop owners.
If you want to launch a digital business, you are probably well aware by now that there are multiple ways to sell online. You might also know that neither affiliate model nor drop shipping require you to keep inventory, and both of them have low entry barriers.
What you may lack is the correct approach and life hacks that allow you to choose between the two and avoid losses.
Brand or no brand
First things first, get your priorities straight. Drop shipping is about building your own brand, whereas affiliate gives you an option of staying in the shadows.
Building a brand is hard. It takes a lot of marketing and management, not just drawing a logo and launching a number of communities on social media.
You would have to provide customer support, solve their problems, heed to their needs. Helping them out with returns and refunds might take around 25% of your working time. Even though you are not the one responsible for quality check, you will get complaints. This is okay.
It would be a lie to promise that the affiliate channels will help you totally avoid the trouble. Cashback model, for instance, will not. Contextual ads and social media teasers will.
Assuming direct control
While freeing you from many responsibilities, affiliate might also limit your opportunities. Publishers do not have the luxury of setting higher prices. They have to make do with what little commission they get – an average of 5-7% for Chinese shops.
For those willing to choose products and manage pricing on their own accord, drop shipping is preferable. According to Admitad data, mean markup among drop shippers was at 40% over initial cost.
Know your limits
In affiliate, your assortment is only limited to the advertiser’s catalogue in the region. To start selling new products in new markets, you would have to join another company’s offer in the affiliate network first.
With drop shipping, you might not ever need to seek out new advertisers. Large online marketplaces sell virtually everything, and ship everywhere. The thing you will be looking for is the correct market — the one with reasonable price for paid traffic.
Pay to win
Promotion costs are another hidden catch for drop shippers. You can put affiliate links even in social media bio, thus making it literally a zero-cost traffic source.
Drop shippers, however, have to buy a lot of paid traffic – most likely on Facebook. On average, they spend about a third of their income on ads.
You might be wondering – why all the fuss? Why spend hundreds of dollars a month for testing? The answer is simple: they are looking for the winner product. Winner products are the gold mine of drop shipping. Without it, sales will probably be quite sloppy. With it, you can gain a four times bigger payback in just a couple of weeks.
Try not to get blocked
If dodging security algorithms is your style, consider choosing drop shipping.
On Facebook, starting to increase your prices by 30-40% a day immediately after registration is a sure way to get your ad account banned. Drop shippers have to learn Facebook Ad Policy by heart if they want to survive.
Even if you bypass the aggressive AI, a number of things can still go wrong. Worst-case scenario: you spend $600 to find a winner product, launch the campaign, the sales increase tenfold…. and stop. Because your Stripe or PayPal deemed such activity suspicious and blocked the account for 20 days.
Affiliate publishers suffer problems too: social media smart feeds often mute posts containing an affiliate links, so promote advertisers’ goods via free posts might not be the best idea. In these terms, messengers — namely, Telegram is a pleasant exception. YouTube does not block links either, but beware of copyright when creating your own content.
“I could not choose one, so I chose both”
Indeed, there is a third way. A way to integrate affiliate into drop shipping. Purchasing customers’ orders via your own affiliate links.
In a way, it is cheating and large advertisers do not take this sort of practice kindly. Nonetheless, such moves are legal and not regarded as fraud. Moreover, it is a rising trend in the drop shipping industry.
Summing it up
Overall, drop shipping is like running a full-scale multi-department company - managing brand reputation, checking quality, supporting customers, controlling finances and marketing. But it removes barriers and allows you to work with literally every market in the world.
Affiliate has tangible limits, because it means promoting advertisers on their terms. That narrows down your options to specific markets, traffic sources and fixed commission rates. On the other hand, publishers are not burdened with the need to communicate with end users.
In the end, it is all about responsibility: drop shipper is liable directly to customers, and affiliate publishers to advertisers. It is a parent-child relationship. Which one are you?
About Admitad
Admitad is a global affiliate marketing network that helps advertisers boost online sales and monetizes web and mobile traffic for the world's best publishers. The company was founded in Heilbronn, Germany in 2009, and currently has offices in seven countries around the globe and over 400 employees.
This is the draft version for public comment of the Policies for Version 2.0 of the IAB Europe Transparency & Consent Framework. For more information about the public comment period, please visit www.stg-iabeurope-iabeuropeold.kinsta.cloud/tcf.
Feedback on the Policies for Version 2.0 of the IAB Europe Transparency & Consent Framework should be submitted here - tcfpolicy@iabeurope.eu.
IAB Europe launched its Transparency and Consent Framework (TCF), on the 25th April 2018, to help the digital advertising ecosystem comply with obligations under the GDPR and ePrivacy Directive. Today, the TCF is the largest collaborative effort with organisations and professionals in the digital advertising and publishing industries to provide solutions to key GDPR and ePrivacy Directive compliance challenges.
An important component of the management of technical frameworks is continual consultation with its users and the broad base of stakeholders. For the TCF, that includes publishers, advertisers, media agencies, and technology providers.
Over the past 12 months, stakeholder feedback has been sought, most notably from the publisher community, providing valuable feedback on how the framework can be improved and better serve the community. This has driven the creation and purpose of TCF v2.0. In addition, feedback from regulators on TCF was sought and incorporated.
The TCF Steering Group was tasked with updating the policies to reflect this feedback that would inform IAB Tech Lab and the development of the technical specifications.
Working groups reporting, to the Steering group included the Policies Working group, who drafted the Policy, and the Purposes Working Group who redefined the purposes and features of processing personal data that the TCF supports.
The IAB Tech Lab, GDPR Technical Working group were responsible for iterating the technical specifications that manage and maintain the TCF reference architecture, protocols, and technological solutions to fulfil the new policy requirements.
Marking the one-year anniversary of the TCF the Policy and Technical Specifications of version 2.0 are presented for public comment. This is the first major new release and the only significant one planned for the year. Interested stakeholders are invited to provide feedback from the 25th April to the 25th May (30 days public comment period).
Public comment specifications and documentation:
Submitting feedback on TCF v2.0
All feedback during the public comment period should be sent here for technical specification and here for policy documentation.
Want to find out more?
As part of the consultation process, IAB Europe will be holding two webinars to outline the proposed changes. These 1.5-hour information sessions will include a 45-minute presentation from key contributors to TCF v2.0 and a 45-minute Q&A session to ascertain feedback and comments from participants. Please see below for registration details:
TCF v2.0 for Publishers – Please register here
TCF v2.0 for Vendors & CMPs – Please register here
If you’d like to read the full press release about the public comment day launch, please visit IAB Europe’s news section. IAB Europe have also provided some FAQs to provide more information and context of the TCF and the updated framework presented for pubic comment.
What’s next:
Following the close of the public comment period, once the technical specifications and Policies have been finalised, detailed implementation manuals will be issued for vendors, publishers and CMPs. Additional webinars will be held for all stakeholders including agencies and advertisers.
New Technical Specifications from IAB Tech Lab Released Alongside New Policies
25th April 2019, Brussels: IAB Europe, the leading European-level industry association for the digital advertising ecosystem, in partnership with IAB Tech Lab, today announced it is making the Policies and Technical Specifications for v2.0 of the Transparency & Consent Framework (TCF v2.0) available for public comment. The public comment period will last 30 days, until 25th May 2019.
The first iteration of the TCF was launched exactly one year ago, on 25th April 2018, to enable the digital advertising ecosystem to comply with certain obligations under the GDPR and ePrivacy Directive. It is the largest industry collaboration of its kind and the only compliance solution that was built by the industry, for the industry. The TCF provides a common framework to facilitate compliance with these data protection laws for every part of the advertising value chain, from publishers and technology companies through to agencies and advertisers. In addition, the TCF ensures more user transparency and choice about the processing of their personal data.
TCF v2.0 is the product of 12 months of reflection begun in the first half of 2018 in response to feedback from the market and from EU member state data protection authorities (DPAs). The key changes in the new version are even more transparency and control for consumers, greater control for publishers, and enhanced accommodation of the GDPR’s “legitimate interests” legal basis for processing personal data, including the right to object through the TCF, alongside consent. A new, combined transparency and consent string will consolidate all signals.
Users will see an increase in transparency and control in TCF v2.0 through:
Publishers will gain greater control and flexibility with respect to how they integrate and collaborate with their technology partners. New “publisher restrictions” will enable them to restrict the purposes for which personal data is processed on a publisher’s site by vendors on a per-vendor basis.
By more clearly delineating different processing activities, vendors can more easily select the appropriate legal basis for their processing activities and publishers can exercise more granular control. By enhancing the TCF’s signals in a way that communicates vendor disclosure, or whether the user has objected to processing - independent of the soliciting and collection of user consent - TCF v2.0 more seamlessly facilitates lawful and transparent processing on the basis of legitimate interests.
Reflecting on the scope and timing of the update, Townsend Feehan, CEO, IAB Europe, said “TCF v2.0 is an important evolution of the standard that is forward-thinking from a technology point of view, taking good account of regulatory guidance and market feedback, especially from publishers. An exercise that is this inclusive of course takes time, but the outcome is a robust update that is fit for purpose in an environment of intense regulatory scrutiny.”
“It is vital that we update the framework based on feedback from those adopting or considering TCF, and as regulatory guidance evolves,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “This release allows publishers, advertisers, and their partners to more easily comply with GDPR and also facilitates a better experience for users. We appreciate IAB Tech Lab member contributions and leadership in the development of version 2.0 and look forward to rapid industry adoption once the specifications are finalized.”
This is the first major new TCF release and the only significant one planned for the year. For the next 30 days, up to 25th May, interested stakeholders are invited to review and respond to the proposals before the official launch of TCF v2.0 later this summer.
Following the close of the public comment period, once the technical specifications and Policies have been finalised, detailed implementation manuals will be issued for vendors, publishers and CMPs.
As part of the consultation process, IAB Europe will be holding two webinars to outline the proposed changes on 7th May (Publishers) and 8th May (CMPs and Vendors). To register, and review TCF v.2.0, please visit www.stg-iabeurope-iabeuropeold.kinsta.cloud/tcf.
Media Contact:
Helen Mussard, Marketing & Business Strategy Director, IAB Europe
Laura Goldberg for IAB Tech Lab
+1-347-683-1859
Editor notes
Interested stakeholders are invited to provide general feedback on the Policy specifications for TCF v2.0. on IAB Europe’s website - stg-iabeurope-iabeuropeold.kinsta.cloud/tcf. Please submit any technical feedback to transparencyframework@iabtechlab.com.
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
About IAB Tech Lab
The IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on improving the digital advertising supply chain, measurement, and consumer experiences, while promoting responsible use of data. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members include ExtremeReach, Facebook, Google, GroupM, Hearst Digital Media, Index Exchange, Integral Ad Science, LinkedIn, LiveRamp, MediaMath, Microsoft, Oracle Data Cloud, Pandora, PubMatic, Quantcast, Rakuten Marketing, Telaria, The Trade Desk, Verizon Media Group, Xandr, and Yahoo! Japan. Established in 2014, the IAB Tech Lab is headquartered in New York City with staff in San Francisco, Seattle, and London. Learn more at https://www.iabtechlab.com.
IAB Europe have provided some FAQs to help answer and address some of the key questions for TCF v2.0. The following will provide some background on what the TCF is and why it was created, plus details on the updates addressable for stakeholders and what benefits they will bring.
In this webinar, IAB Europe’s Education and Training Committee member iubenda lead a discussion on GDPR, aiming to not only provide a better understanding of what GDPR is and what it entails, but also to review concrete compliance traps tied to the regulation and solutions to them.
Watch the recording HERE
Moderator and presenter:
Presenters:
Brussels, 17 April 2019, IAB Europe, the leading European-level industry association for the digital advertising ecosystem, has today published its latest ‘Attitudes to Digital Video Advertising’ Report which provides insight into the growth drivers and adoption of digital video advertising across Europe, the ways in which video is being traded on both the buy-side and sell-side, and future trends.
Now in its third year, the 2018 Attitudes to Digital Video Advertising report highlights that digital video is now an integral part of marketers’ advertising plans. Indeed, digital video is a key driver of the digital advertising market which is now worth €48bn in Europe.
The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.
The report highlights that investment in digital video advertising is increasing:
“As the re-alignment from linear video continues, IAB Europe's 'Attitudes to Digital Video Advertising Report' highlights the rapidly changing face of our industry. Significant year on year trends such as the continued rise of RTB and the growing adoption of the Out-stream format, show that this flourishing industry is rapidly maturing and our understanding needs to keep up with this pace of change.” said Phil Sumner, Global Media Insights Director, Teads
The findings demonstrate that advertiser KPIs are evolving:
Further, whilst advertisers are embracing newer formats and ‘digital first’ video content, the industry is still reliant on in-stream formats:
Finally, the report shows the reliance on video advertising for publishers’ advertising solutions:
“We clearly see from the research the big shift into video, with publishers ramping up the volume of video inventory they carry. While generating higher CPMs for publishers, video delivers the impact and engagement that brands crave, helping persuade marketers to invest more in digital.” said Roger Williams, VP, International Marketing, PubMatic
IAB Europe’s members Adform, Nielsen, Teads and Pubmatic contributed to the latest report.
“This report forms part of IAB Europe’s objective to explore the video advertising landscape in Europe and drive the uptake of digital video branding campaigns. Related resources from IAB Europe include a Connected TV White Paper, the measurement of video ad spend in the AdEx Benchmark report and a library of ad effectiveness case studies”, said Marie-Clare Puffett, Business Programmes Manager, IAB Europe
You can download the report here.
For more information, please contact:
Marie-Clare Puffett, Business Programmes Manager, IAB Europe (puffett@iabeurope.eu)
Helen Mussard, Marketing and Business Strategy Director, IAB Europe (mussard@stg-iabeurope-iabeuropeold.kinsta.cloud)
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
Now in its third year, the 2018 Attitudes to Digital Video Advertising report highlights that digital video is now an integral part of marketers’ advertising plans. Indeed, digital video is a key driver of the digital advertising market which is now worth €48bn in Europe.
The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.
Register and download the report below:
Over the past decade, we’ve seen seismic changes in the publishing industry amid explosive growth in mobile device usage, social media and rapidly changing publisher models that increasingly require new monetization strategies. 
Comscore recently undertook research with the goal of examining digital news consumption habits for three generations of consumers, Generation X, Millennials, and Generation Z, to understand the impact these changes have had on news behaviors. In the process, we identified differences between each of these groups and gleaned insights on what the future could look like for news organizations and publishers who must navigate continued digital disruption.
In this article we will share the key findings from the research. The complete results are available in Comscore’s new whitepaper, “From Viral to Tribal: The Next Frontier of Publishing.”
We are takers, not givers
While people say they are consuming news, the rise of social media as a source for news hasn’t had the anticipated impact in relation to news sharing and virality, with more people across generations saying they do not want to share news.
News discovery has changed
People are becoming platform loyal rather than publication loyal. Publishers have to continue to adapt to a changing media ecosystem as more consumers use social and built-in news applications as their primary source for news discovery.
But even with social media and built-in news apps on the rise, desktop should not be forsaken. Whilst it is unsurprising that mobile is a go to source for news discovery, publishers need to keep desktop on the agenda as the results found it is still an important part of the news ecosystem.
Local still matters
Despite conversations about lack of local news content, it is still the most cited source for news everyday across all generations. This opens up a world of opportunity for advertisers looking for an active audience and is a boost for local publishers.
People say they won’t pay for content
Paying for digital news content is not yet mainstream and publishers may be struggling to leverage the paywall as a new source of revenue. Across all generations one thing was clear, consumers aren’t paying for news content and say they aren’t willing to start. However, there are some examples of publishers who make it work, The New York Times being one of the biggest. The research considers what consumers are willing to pay for and how publishers can generate success through paid subscriptions.
This research which combined survey data from across the three generations with behavioral data from Comscore’s panel and census networks provides a unique insight into the future of publishing and gives publishers and advertisers actionable takeaways for working in this continuously evolving industry. Access the full whitepaper now.
IAB Europe is collaborating with Xaxis to understand the adoption and development of Programmatic Audio Advertising in Europe. The deadline to take part in this survey is Friday 10 May.
We would like to invite European-based traditional radio planners, digital media planners, brands, agencies and publishers and media owners to take part.
All respondents have the opportunity to be entered into a prize draw to win 1 of 10 €100 Amazon vouchers. Respondents that complete the survey by Tuesday 23 April will have an additional opportunity to win a free pass to our Interact conference (4-5 June in Warsaw).
In this survey, we aim to understand the drivers, barriers and adoption of programmatic audio advertising as an option in a changing audio landscape across Europe.
The survey asks about advertising in radio, podcast and streamed environments including the following areas:
Please pass on the survey to any relevant colleagues. Your response will be treated in the strictest confidence.
The results of this survey will be presented and discussed at Interact on 4-5 June. Interact is a must-attend conference for the digital advertising industry. For over 12 years, leading European advertisers, industry experts, agencies & media owners get inspired, meet, and share best practices. This year’s Interact will take place on 4-5 June in Warsaw, Poland and over 700 digital advertising leaders are expected.
