CONFIRMS 131 PLATFORMS HAVE PASSED AND MAY CONTINUE TO OPERATE
21 November 2019, London: IAB Europe, the leading European-level industry association for the digital advertising ecosystem, today announced the public launch of its Consent Management Platform (CMP) Validator Tool and the results of its first round of tests for registered CMPs on its Transparency & Consent Framework (TCF).
The TCF is a cross-industry, open-source standard created to help all parties who display and manage digital advertising and personalise content to comply with key provisions of the European Union’s General Data Protection Regulation (GDPR) and ePrivacy Directive (ePD) when processing personal data or accessing or storing information on a user’s device. Developed by IAB Europe and National IABs in collaboration with organisations and professionals across the digital advertising and publishing industries, the first version of the TCF was launched on 25 April 2018. It enables first and third parties to establish a GDPR legal basis for data processing by soliciting and recording user choices based on information disclosures required by the law, and transmitting those choices via a standardised signal to vendors working with publishers. The information disclosures and collection and logging of user choices are done using a Consent Management Platform (CMP).
CMPs provide transparency, and collect, store, and - where appropriate - share consent information across the advertising ecosystem in order to ensure compliance with the GDPR.
Compliance for TCF Registered CMPs
Over the last five months, the TCF Compliance Team was tasked with validating all the registered TCF CMPs. A CMP Validator was built as a Chrome browser extension, which enables the tool to be run on any site, allowing it to analyse live CMP installations. The analysis presents information related to the implementation of the TCF technical specification, including data returned from the CMP API as well as the contents of the consent string. The Validator allows any CMP to be manually checked for a number of common compliance issues, where a CMP implementation does not adhere to the TCF technical specifications and/or TCF Policies.
Today, CMPs that passed all compliance checks were officially published on the website and awarded the official TCF v1.1 Complaint Seal. Over 150 CMPs have been through the validation process, with 131 of those passing the test.
Those CMPs that have been unable to develop and test a fully compliant version of their CMP will be suspended temporarily. This will signal to vendors that the consent string carrying the IDs of those CMPs are not valid and should not be acted on or transferred to other vendors. From today, all suspended CMPs that have not demonstrated an interest in complying with TCF policies and technical specifications will be definitively deactivated, and their ‘consensu.org’ sub-domains decommissioned.
Commenting on the launch of the Validator tool, Townsend Feehan, CEO, IAB Europe said “The CMP Validator is a comprehensive testing tool, built with ease of use and comprehensive feedback as key considerations. It is an example of the commitment of IAB Europe and National IABs to help companies comply with European privacy and data protection law and ensure the longer-term sustainability of the ad-supported Internet.”
A CMP’s failure to accurately read and record consumers’ choices not only reduces a publisher’s revenue and an advertiser’s opportunity to reach its audiences, but also exposes every part of the value chain to legal liability and potentially significant financial penalties, not to mention reputational brand damage. The IAB Europe CMP Validator therefore provides essential affirmation and assurance to both tech partners and publishers that TCF participation means adherence to the highest standards of privacy and regulatory compliance.
The list of CMPs that have successfully passed the Validator compliance test is now publicly available at: https://advertisingconsent.eu/cmp-list/
For more information, please contact Helen Mussard, Director of Marketing & Business Strategy, IAB Europe - mussard@iabeurope.eu
Madrid, November 2019. IAB Spain has presented the first Influencers Marketing White Paper, developed by the IAB Spain Influencers Committee.
The sector of Influencer Marketing is growing and generates too much interest for advertisers and makes it controversial between sell site and buy side. For this reason, and with the aim of professionalize the sector and improving the credibility, transparency and efficiency of the sector, IAB Spain has presented the Influencers Marketing White Paper. A guide that aims to unify criteria when defining advertising formats, pricing and legal aspects.
This first Influencers Marketing White Paper is based of the accelerating of the economic growth of digital advertising because the guide brings to advertisers closer to this sector, understanding the challenges and important developments that have taken.
The Influencers Marketing White Paper defines the ecosystem of influencer marketing, introduces the main stakeholders of the influencers ecosystem, determines the operating structure of an influencers marketing campaign and standardizes of the main metrics.
Influencer marketing is a new sector and has a complex business model. That's the reason that White Paper provide guidelines about how it works and a code of best practices in general, and a breakdown for briefing, proposal and negotiation/agreement and sets out legal requirement that influencers should know before launching their campaigns. These best practices have to be implemented to improve the quality, reliability, transparency and efficiency of influencers marketing campaign.
The document gives particular emphasis to the interaction of influencers with intellectual property rights and indicates that influencers takes differing forms such as autor, interpreter or participant. The paper also refers to the problems associated to perpetual transfer of rights, and to tax obligations resulting from this type of operations.
Blanca Formariz, President of the Influencers Committee of IAB Spain, highlights the role of this Committee to impulse this trend sector. Blanca emphasizes that “the experience of those who integrate the Committee provides the basics for establishing a influencers campaign and is doing a good and essential job in order to continue promoting long term relationships between advertisers and influencers”.
The document has been prepared by the working group of the Influencers Committee, made up of the associated companies: 2btube, Animal Maker, Antevenio, BBVA, Binfluencer, Go Talents, GroupM, Havas Media, Isobar, Keeper Experience, nPeople, Publicis, Reech, Social Publi y Vizz.
For more information contact:
Teresa García
Communication IAB Spain
teresa.garcia@iabspain.es
91 402 76 99 / 680.578.607
www.iabspain.es
Our Chief Economist, Dr. Daniel Knapp, provided a deep dive into Connected TV advertising across Europe including an overview of the trends, developments, challenges and opportunities for this emerging advertising channel. The infographic below provides a snapshot of the stats presented.
Members can access the event recording by logging in and scrolling to the bottom of this page.
This edition of the Forum was hosted by IAB Europe member, Xandr in London on 13th November with a virtual audience as well.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
The next Economic Trends Forum will focus on 2020 trends in December (exact date TBC). Watch this space or sign up to our newsletter on our homepage for more information.
For more information please contact Helen or Marie-Clare
Connected TV Infographic
David Goddard was elected as Chair of the Programmatic Trading Committee on 14th November 2019 at the committee’s quarterly face to face meeting. Replacing Simon Halstead (Senior Director, Exchanges and Supply, Verizon Media) David was elected to lead the committees work to increase understanding of the programmatic ecosystem and the impact it is having on digital advertising and influence industry initiatives to improve the ecosystem.
Commenting on his newly appointed role and vision for the committee, David said “I have been working in the Programmatic field since 2011 and I believe we are entering into, what could be, our most exciting yet turbulent year for the European Programmatic and digital industry. This means that our role, as IAB Europe Programmatic Trading Committee members, will become more important than ever before. In my current role I have been privileged to visit multiple Global media markets and I have witnessed our research being presented or quoted back to me in Australia, APAC and North America, showing our work is valued globally. With privacy regulation changing the way we trade tomorrow, European and global media markets are looking for advice. As a committee, we can and do make a difference”.
David has been a member of the Programmatic Trading Committee member for four years, and now as Chair, will follow on the great work of former Chairs, Simon Halstead and Graham Wylie to create channels and connections that enable all committee members to contribute their knowledge to help all industry stakeholders.
“It will only be through collaboration with all stakeholders and other industry bodies that we exit 2019 stronger as an industry, and our work and output as a committee will prove to be an invaluable source to many, as chair I will strive to aid all members achieve our goals” David commented.
The Programmatic Trading Committee is a multi-stakeholder group which aims to increase understanding of the programmatic ecosystem and the impact it is having on digital advertising and influence industry initiatives to improve the ecosystem.
IAB Europe members who would like to get involved in the Programmatic Trading Committee should contact Marie-Clare (puffett@iabeurope.eu)
The IAB Europe Brand Advertising Committee has created a short 5 minute poll to provide insight into how brand safety is being tackled by the industry. Whilst there are lots of studies which look at consumer views, we want to find out what is actually happening from the advertising industry experts. We want your views on how brand safety has been tackled in 2019 and determine what action needs to happen in 2020. The results will highlight how seriously the industry is taking brand safety, uncover the tools in place to tackle the challenge and how the ecosystem has changed in the last couple of years.
The deadline to take part is Friday 22nd November. Take part now.
IAB Europe, in partnership with IAB Tech Lab, announced on 21st August the launch of the second iteration of the Transparency and Consent Framework (TCF). TCF v2.0 continues to support the overall drive of the TCF to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardisation. Under TCF v2.0, not only can consumers grant or withhold consent, but they can also exercise their ‘right to object’ to data being processed. Consumers also gain more control over whether and how vendors may use certain features of data processing (for example, the use of precise geolocation).
What does the TCF provide for Vendors?
The TCF:
The registry of vendors, known as the Global Vendor List (GVL), enables vendor participation in the TCF. Before participating in the TCF it is important to understand the TCF Policy. Becoming an approved vendor in the GVL ensures that companies will be able to continue to work closely with publishers under GDPR rules.
All vendors including Sell Side Platforms (SSPs), Demand Side Platforms (DSPs), ad servers and data management platforms used on a publishers’ site can apply to be part of the GVL.
Google’s TCF 2.0 Integration Communication to Vendors
In October 2019, Google messaged their vendor community to let them know how Google will interoperate with TCF v2.0. When the TCF v2.0 launched in August 2019, Google confirmed they would be integrating when TCF v1.0 switches over to TCF v2.0 in Q1 2020. The communication with a supporting blog post to their vendor community can be seen here.
Register today for TCF v2.0
All vendors can now register to participate in TCF v2.0 at our updated vendor registration site here. We are very pleased to report that since opening the registration site just under a month ago over 15% of vendors have updated their registration to include TCFv2.0, with more registrations coming in every day.
Almost 90% of vendors who registered for the TCF have renewed their annual registration, which is again a great testament to the traction that the TCF has established in the marketplace.
Registration for the TCF includes the opportunity to register for both TCF v1.1 and TCF v2.0 – registration for both is inclusive in the annual TCF registration fee of Euro 1,200. Existing vendors can update their details to include TCF v2.0 using their vendor login here.
The registration process for vendors requires adherence to the TCF Policy and Terms & Conditions and provide transparency into how companies intend to comply with GDPR requirements, centralised into one location.
Publishers can use the GVL to view the vendors who are participating in the TCF, and to determine which vendors to include in the transparency and consent user interface they make available on their website.
For full details please visit https://iabeurope.eu/tcf-2-0/ or download our Vendor TCF 2.0 Factsheet
For support materials including information videos on what the TCF is and what's new in TCF v2.0, you can access marketing materials and videos here here.
For any more information please contact Helen Mussard
