The Transparency and Consent Framework (TCF) consists of Policies and Technical Specifications that assist all companies in the digital advertising supply chain to meet transparency and user choice requirements related to data processing.
Like TCF v1.1, TCF v2.0 is designed to standardise the collection and transmission of user choice and transparency on digital properties so that the digital advertising supply chain can align with GDPR and ePrivacy requirements. However, TCF v2.0 takes better account of Publishers’ needs as well as the evolving legal requirements and expectations from regulators. Publishers employing TCF v2.0 also gain greater control and flexibility with respect to how they integrate and collaborate with their technology partners. New publisher functionality allows them to restrict the purposes for which personal data is processed by vendors on a publisher’s website on a per-vendor basis.
In this blog post dedicated to publishers, IAB Europe’s Privacy and Compliance Manager, Ninon Vagner, summarizes some good practices that can help to successfully implement TCF v2.0 before August 15, the cut-off date of the technical support for TCF v1.1.
Learn about the Policies and Technical Specifications : As a Publisher, you do not need to register or pay to participate in the TCF. You can adopt and use the Framework in association with its content as long as you adhere to the Policies and the Specifications. Among other things, this means that you must publicly attest that you are committed to complying with the TCF Policies and Specifications and indicate the IAB Europe-assigned ID of the Consent Management Providers (CMP) that you are using in a prominent disclosure, such as in your privacy policy.
Start with a CMP : Consent Management Providers (CMPs) offer interfaces for users to set their preferences for purposes and vendors. These choices are saved in the Transparency & Consent String (TC String), which is accessible to vendors registered with the TCF. You can either utilise the services of a commercial CMP registered with the TCF or build your own CMP and register as a private CMP in the TCF.
Take advantage of Publisher Purposes : If you need to establish legal bases for your own data processing purposes, you can leverage the Publisher TC segment of the TC String to save user choices for Publisher purposes transparency & Consent. The Publisher TC segment of the TC string supports the standard list of purposes defined by the TCF as well as custom purposes.
When a third-party is acting as your data processor on your digital properties, you can instruct them to verify the signals communicated by the TC String for your own purposes prior to storing and/or accessing information on users’ devices or processing personal data.
You can collect the relevant TCF signals as new parameters to flag users’ data you collect, and apply logical filtering for each of your in-house data processing activities.
Implementing Publisher Restrictions : TCF v2.0 enables you to specify custom requirements, such as allowing only consent to be used as a legal basis on your properties for a limited set of Vendors for a given purpose, to align with your legal considerations and business strategy. Connect with your direct and preferred vendors to verify what legal bases they seek to establish for processing toward a purpose, and check the essential legal bases requirements for each of their products or services. When a Vendor has declared two possible legal bases (flexible legal bases) for a particular purpose, it will rely on the legal basis instructed by your publisher restrictions, and otherwise rely on the default legal basis it has declared. You can access the full list of registered Vendors here.
It will enable you to adapt the CMP you use accordingly, provide proper interoperability with them and ensure the smooth continuation of your digital operations. Do not hesitate to test your CMP’s configuration before deploying it to all your users.
Update Vendors’ technologies on your properties : The TCF v2.0 Policies require Vendors to adjust their software for use by Publishers, such as scripts and tags that result in personal data processing or the storing and/or accessing of information on user devices. Before switching to TCF v2.0 check if these vendor updates require an update on your property.
Read the available support and guidance materials : To support Publishers implementing TCF v2.0, we have prepared marketing materials and collaterals that provide an overview of the framework, its mechanisms, and what it entails for all stakeholders. From videos to handy guides, you will find everything you need to familiarise yourself with TCF v2.0 and its latest updates. You can access all materials here.
Top materials we recommend:
Author: Alexander Bachmann, Owner of AB Capital Group and Founder/CEO of Admitad
LetyShops cashback service has been given $3M — a one-time investment from the German AB Capital Group. The investment will increase the holding’s share in one of the Eastern Europe’s leading cashback service providers.
“The first time we invested in LetyShops was in 2016, after the service’s explosive growth in both active users and sales. We see a great potential in the cashback market in the new regions and are certain that LetyShops will fully discover it.” – AB Capital Group founder Alexander Bachmann believes.
AB Capital Group owns a cluster of IT-companies centered around Admitad, a global affiliate network that last year generated over $5B in advertisers’ revenue. For Admitad and its clients LetyShops becomes a stepping stone to assist in the new markets. The ownership gives them more leverage and helps to boost CPA performance for advertisers that are key to the affiliate network’s long-term development. It is a trump card: both an exclusive partner and a nice training area for Admitad to test its tools. The last but not least, the investment will slightly diversify the net revenue of the global affiliate ecosystem by providing them with a bite of the juicy publishers’ reward.
LetyShops has already claimed the throne as one of the top cashback providers in CIS and shows a dynamic growth in Western Europe as well as other regions, so the investment comes as an extra boost to enhance this advancement. In 2020, the LetyShops revenue is expected to grow by another 30% and hit $30 M.
LetyShops’ plan to draw funding does not stop at that. The service is expected to get another round of investment approximately H1 2021. That money will also serve to push forward and consolidate the company’s progress in the multiple digital markets.
“Our strategy is to continue with the fast-paced growth in Spain, Germany, Poland, Latin America & India as well as launch in the new markets. Letyshops generates $10 million in gross merchandise volume monthly for its partners and expects this figure to grow dramatically after raising funding from Admitad. To achieve this goal, we will invest in marketing and development of new products so we can help our advertisers increase sales and acquire new users”, – Letyshops CBDO Sergey Korneyev says.
LetyShops is currently available in 7 languages, hosts a total of 2400 e-shops and 12 million users. According to SimilarWeb, LetyShops.com website has seen 4 million visitors in May 2020. Top five countries by number of impressions were Russia, Ukraine, Spain, Poland and Belarus.
Admitad is an affiliate network that brings publishers and advertisers together on one platform and helps them cooperate.
INDUSTRY EXPERTS COLLABORATE FOR PAN-EUROPEAN DEFINITIONS
24th July 2020, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released a ‘Guide to Brand Safety & Brand Suitability Definitions & Best Practices across Europe’. The aim of this guide is to share background context on brand safety in Europe, pan-European definitions for brand safety and brand suitability with accompanying key considerations, best practices and case studies to help educate all stakeholders on ensuring brand safe environments.
With the introduction of brand suitability in the last couple of years, the guide also provides an overview of how this can complement and enhance brand safety tools to ensure a more relevant content environment for brands.
“As we all know, these are confusing times for advertisers and the digital advertising industry across the globe. Luckily, IAB Europe's Brand Safety & Suitability Guide offers an expert signpost for marketers to educate themselves on the history, best practices, and success stories for modern brand safety and brand suitability. Most importantly, this guide underlines our belief that now, more than ever, we need to move beyond brand safety to a more dynamic, customised, brand suitability approach that will deliver the business results for buy side and sell-side marketers alike. Oracle Data Cloud sees collaborative industry education as a rising tide that lifts all boats, and we are always thrilled to work with IAB on these initiatives to help achieve that end.” said Richard Sharp, Senior Director, Oracle Data Cloud.
The guide was developed by experts from IAB Europe’s Quality & Transparency Taskforce (a part of the Brand Advertising Committee). Formed in January 2020, the taskforce’s aim is to combat stakeholder quality and transparency concerns and address the challenges that the industry is facing in order to fuel consumer trust and brand investment in the digital advertising and marketing ecosystem. Following on from IAB Europe’s industry poll brand safety which demonstrated the need for more education and guidance, the taskforce agreed that their first priority was to address the need for harmonised pan-European brand safety and brand suitability definitions.
"The new Brand Safety & Brand Suitability Guide brings advice, education and actionable insights to the industry, to help the whole ecosystem drive better business outcomes. At IAS, we are committed to supporting the industry transition from brand safety, to brand suitability and so we are thrilled to partner with IAB Europe on this important work. At IAS, we believe that a more nuanced, contextually driven approach to brand protection opens brands up to more engagement opportunities, whilst also supporting publisher revenue opportunities. This guide should be read by all within digital advertising, both for the benefit of their own business, but also the industry as a whole." said Nick Morley, MD EMEA, Integral Ad Science.
Made up of publishers, advertising agencies, advertising verification companies, technology partners and national IABs, the group came together to review existing brand safety and brand suitability criteria to establish clear and concise definitions that can be used at a European level.
Commenting on National IABs contributing to the European Brand Safety and Brand Suitability Guide, Giordano Buttazzo, Ad Tech Manager for IAB Italy said “The attention paid by the Brands to the content in which they appear has been a point of considerable attention for several years now, with a strong connotation of subjectivity. Over time, the safe/unsafe dichotomy has allowed more room for intermediate nuances, which every brand has the opportunity to calibrate. It is essential that these concepts are clear to everyone across Europe, to avoid Brand Safety being a counterproductive filter for media buying. This guide helps brands and media buyers to consider all of the elements available to truly leverage and enhance their Brand Safety management processes."
Contributors to the guide included:
The guide follows on from IAB Europe’s recent Quality Initiatives Navigator which provides an overview of the initiatives being undertaken by National IABs to build and ensure a sustainable future for digital advertising and marketing.
Download the Guide here
For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)
WARC spoke to IAB Europe's Marketing and Industry Programmes Manager, Marie-Clare Puffett, about the importance of digital media for delivering brand outcomes and positively influencing long-term growth. Read the original article on WARC here.
For decades, marketers have used traditional channels such as print, radio, TV and outdoor advertising to reach consumers and build their brand. It’s an accepted fact that digital channels have disrupted marketing and advertising, and are now core to delivering brand outcomes as well as driving sales. From 15 second video ads in publisher content streams to Connected TV advertising, digital video is fast becoming the marketer’s choice of engaging consumers.
IAB Europe’s recent annual Attitudes to Digital Video Advertising report highlights that buyers see digital video as a key channel for brand building and driving sales. The study found that nearly 60% of advertisers are investing in digital video to build their brand or gain competitive advantage whilst 40% of agencies invest to tell brand stories. It is no surprise then that in 2019 digital video experienced a growth of 29% to account for a third of display advertising in Europe (source: IAB Europe AdEx Benchmark 2019 Report).
The Attitudes study also demonstrates a continued trend towards cross-media planning meaning that digital video is no longer only a secondary touchpoint to TV but a key channel in the planning and buying process. In fact, the way digital video advertising is bought and sold mirrors that of TV, typically a brand building medium, with the majority of video inventory traded via direct buys.
How do we know that digital advertising is an effective tool for delivering brand outcomes?
In 2018 IAB UK undertook a meta analysis across multiple research suppliers to understand how effective digital campaigns are. An analysis of 675 campaigns showed that digital display advertising raises unaided brand awareness by up to 12% (vs. controls); positively shifts brand perceptions and drives purchase intent.
Indeed, Kantar’s CrossMedia data, based on 1200 campaigns, shows that online display continues to generate impact across all brand metrics. However as Kristanne Roberts, Global Development Director - Brand Lift Insights at Kantar, writes, in order to succeed, digital campaigns need to be tailored carefully across display vs video and desktop vs mobile formats, and they also need to be customised to specific media environments. Further research from Kantar shows that digital ads (online video, online display and Facebook) contribute 15% towards brand awareness compared to radio which contributes 7% or OOH contributing 8%.
A recent case study from Nielsen also demonstrated the effectiveness of newer forms of digital communication, specifically influencer marketing. Lucozade Energy managed to increase its brand relevance by 8% and its brand perceptions by 25% using an influencer marketing campaign (based on Nielsen’s Influencer Brand Effect insights).
The power of creative
Performance of any advertising varies considerably based on the quality of the creative and this is no different for digital. While the best ads can have a very strong impact on brand metrics, poorly branded or dull creative units can result in campaigns which have no statistically significant impact on brand metrics. The key creative determinants of digital brand impact include branding, likeability, distinctiveness and relevance. Optimising creatives for specific media placements such as social platform in-feed environments generally improves performance.
The importance of measurement
Whilst marketing has become infinitely more measurable with the growing importance of digital, the question of what to measure has become increasingly complex. In order to quantify the impact digital has on brand outcomes it is vital that campaigns are measured effectively but knowing what to measure can be a perplexing question. The IAB Europe Digital Advertising Effectiveness Measurement Framework provides a set of harmonised definitions, measures and metrics in three key areas of digital advertising effectiveness measurement; Media, Brand and Sales Effectiveness. For Brand Effectiveness the Framework lists the following as key measures for evaluating the effect digital campaigns have on delivering brand outcomes:
● Was brand awareness positively impacted?
● What was the ad recall rate (aided and unaided)?
● Was brand equity positively impacted?
● Has brand differentiation been achieved?
● Was purchase intent positively impacted?
● Has brand favourability been achieved?
● Was brand trust positively impacted?
Ensuring contextual relevance
To make digital advertising as effective as possible, advertisers need to ensure their ads are placed in contextually relevant, high quality environments. This can be done by adopting a brand suitability strategy. As an example, Disneyland Paris worked with Oracle Data Cloud to implement a brand suitable approach by specifically aligning their brand with travel and family content, whilst also applying curated custom brand safety segments to protect Disney from brand-unsuitable content and environments. This resulted in a 2.5x reduction in CPA across their campaigns and a 200% increase in conversions.
Research from Integral Ad Science highlights that advertising alongside positive headlines generates the most favourable response; consumers in the UK would be 2.5x more favourable towards a brand and consumers in Germany 2.4x more favourable if their ads appeared next to positive headlines. Placing ads in low quality environments also has consequences; more than 90% of consumers in Spain, Italy and France find it annoying when a brand appears next to low quality content according to the further research from IAS.
Digital advertising is an important channel for delivering brand outcomes and positively influencing a brand’s long-term growth but there are a number of factors at play to ensure a successful campaign; compelling creative, relevant context, measurable KPIs, appropriate channel and format to reach the target audience and effective measurement.
Are you a vendor and want to know how to implement the TCF? Check Out Our Latest Blog Post Below!
The TCF consists of Policies and Technical Specifications that assist all companies in the digital advertising supply chain to meet transparency and user choice requirements related to data processing. It has been designed to standardise the collection and transmission of user choice and transparency so that the digital advertising supply chain can align with GDPR requirements.
In this blog post, IAB Europe’s Privacy and Compliance Manager, Ninon Vagner, explains how vendors can successfully register and implement the TCF.
Where do I start? You should register here for the TCF and attest compliance with the TCF Policies for the data processing purposes, legal basis and features for which you are acting as a data controller under the GDPR.
What purposes and features should I select? Deciding which purposes and features you will need to register for is dependent on your business and how your business intends to use the data collected on your digital property. Connect with your Data Protection Officer (DPO) and/or policy/legal team to determine the data purposes and match these to the data processing purposes covered in the vendor guidance in Appendix A of the TCF v2.0 Policies.
How do I establish a legal basis with users using the TCF ? The Global Vendor List (GVL) centralises participating vendors in one location, complete with an identification number and information about their purposes, features and legal basis. Consent Management Providers (CMPs) provide user interfaces on digital properties that disclose to users the vendors’ purposes, features and legal basis from the information stored in the GVL. Users interact with CMPs to set their choice of purpose and choice of vendor. These choices are saved in theTransparency & Consent String (TC String), which is then accessible to vendors registered in the TCF.
How do I receive users’ choices ?
Every Consent Management Platform (CMP) installed by a publisher provides a standard API which allows you to access all the user’s choices. For more information, see the CMP API spec here.
If you do not directly interact with the publisher and its CMP you can receive TC strings from other vendors you interact with. In this instance you need to support “parsing” of the TC String - a v2.0 TC string encoder/decoder can be found here.
For openRTB, the OpenRTB GDPR Advisory should be used to pass the TC String. For any non-standard integration, you should clarify with the vendors you work with on how the TC String is passed. Have a look at the TCF v2.0 Implementation Guidelines for more information.
How should I read TCF Signals ? To verify if you have consent or legitimate interest for a purpose, you should check :
Verify if your vendor ID has been restricted for the given purpose : a publisher can restrict vendors for a given purpose, and/or apply consent or legitimate interest overrides. If you have registered that purpose with a flexible legal basis then you can not use the default legal basis if a publisher restriction has been applied.
A signal set to 1 indicates a positive signal. For purpose 1, you should also verify PurposeOneTreatment and the PublisherCC in the core string to check whether the purpose 1 wasn’t disclosed to users when the legal jurisdiction the publisher is under does not require it.
A signal set to 1 indicates a positive signal.
Have a look at the TCF v2.0 Transparency & Consent String with Global Vendor & CMP List Formats for more information.
Should I update my technologies ? The TCF v2.0 Policies requires you to update your software for use by publisher and vendor partners, such as scripts and tags that result in personal data processing or the storing and/or accessing of information on user devices. You are required to verify the signals communicated by the TC Strings prior to storing and/or accessing information on users' devices or processing personal data
What should I do prior to passing personal data to other vendors ? The TCF v2.0 Policies requires that you verify - by reading the TC String - that the receiving vendor has a legal basis for the processing of the personal data. If you receive personal data without a legal basis for the processing of that data, you must cease processing the personal data and must not transmit the personal data to any other parties, even if those parties have a legal basis.
How can I ensure successful implementation of TCF ? You should communicate to publishers and vendors you work with your purposes, legal bases and features. Indicate the purposes you registered with a flexible legal basis, and explain your legal basis requirements for each of your products or services. It will enable publishers you work with to adapt the CMP they use accordingly, and vendors you work with to ensure proper interoperability.
What support and guidance materials are available? To support vendors implementing TCF v2.0, we have prepared marketing materials and collaterals to provide a clear overview of the framework, its mechanism, and what it entails for all stakeholders involved. From videos to handy guides, you will find everything you need below to get more familiar with TCF v2.0 and its latest updates. You can access all materials here.
Top materials we recommend:
Next Steps.. Visit https://iabeurope.eu/join-the-tcf/ and register to join hundreds of vendors who are already a part of TCF v2.0. The widespread adoption of TCF v2.0 includes many of the largest Vendors and CMPs in programmatic advertising, including Google, Adobe, Axel Springer, Criteo, GroupM, Integral Ad Science, Mediamath, Oracle, OneTrust, The Ozone Project, The Rubicon Project, The Trade Desk, Quantcast, and Xandr, amongst many others. The full list of companies currently registered for TCF v2.0 can be found here.
Connected television (CTV) has been considered the new kid on the block since its emergence as a complement to satellite, cable and IPTV. It is a way for audiences to watch streamed video on large screens via an internet connection with increased choice and more flexibility.
Consumers across Europe have continued to join the movement of accessing television through streaming services and CTV has now progressed beyond its status as a complement to traditional services and is now considered a replacement. It is not a fad or short-lived tech trend, and it is not just for digital natives or members of the millennial generation – CTV is for everyone.
Viewership figures support this concept. Multiple sources indicate that the CTV audience size has steadily increased over the past few years and that the proliferation of smart TVs, in particular, has accelerated access to CTV content in homes across Europe.
That is why now, as we enter the connected decade, SpotX has taken a closer look at the state of CTV viewership behaviour across Europe’s five largest markets.
Conducted by research firm Statista, the report reveals the latest data identifying the characteristics of CTV viewers in the big five markets.
The findings, complemented by unique insights from Samsung Ads Europe, aim to help advertisers better understand CTV usage trends across Europe as well as effectively reach the growing number of consumers adopting the technology in specific markets.
10 key takeaways:
Download the full report for insights into the big 5 European markets.
DETAILS ALL FACTORS CONTRIBUTING TO 12.3% ANNUAL GROWTH
INCLUDES MARKET BREAKOUTS FOR SOCIAL AD SPEND FOR FIRST TIME
Brussels, Belgium, 15 July 2020 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2019 AdEx Benchmark Report following on from the release of the study highlights in June. The report is the definitive guide to advertising expenditure in Europe covering 28 markets.
The report details the formats and channels that contributed to digital advertising’s annual growth of 12.3 percent in 2019, culminating in a market value of €64.8bn. The market has more than doubled since 2013 and on average, €4bn has been added to the digital advertising market every year since 2006.
In 2019, a total of twenty-one markets experienced double-digit year-on-year growth with the CEE markets leading this growth.
Social Media advertising
For the first time, IAB Europe has provided a by-country breakout of social ad spend revealing that social exceeds €1bn in France, Germany, Italy and the UK. Social now accounts for 21.8 percent of the total display market whilst non-social display is 24.1 percent.
Video advertising
Video grew by nearly 30 percent to almost €10bn; out-stream was the driving force behind this growth with an increase of 36 percent. In some markets out-stream experienced growth of more than 40 percent, for example in Finland, Greece and the UK. However, while in-stream video growth has slowed in recent years, it accelerated again in 2019.
Digital Audio advertising
For the first time, the report included an estimate of digital audio ad spend in Europe demonstrating a strong 41 percent 2018 to 2019 growth rate culminating in a market value of €452m. IAB Europe plans to provide further additions of emerging channels and formats (e.g. Connected TV) in the next version of this study.
Mobile advertising
The 2019 stats finally highlighted that the European digital ad market is now mobile-first. Mobile ad spend crossed the 50 percent threshold in 2019 both for display and search.
The full AdEx Benchmark Report can be accessed here
Notes
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The full report which will be released in July, reveals the key milestones contributing to the 2019 market value of €64bn.
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. The report includes market size and value information for 2019 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK and the Ukraine. The data represents the calendar year 2019 January- December. This is the fourteenth AdEx Benchmark study which began in the calendar year 2006. Display includes PC-based and mobile banners, rich media and video formats.
The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.
For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)
Small businesses are the heart of our communities – and they are the unsung heroes of the global economy. From coffee shops, bookstores and restaurants to plumbers, wedding planners and graphic designers, small businesses create jobs and growth in every country, helping to reduce poverty and income inequality. But they are facing the challenge of a lifetime. The COVID-19 pandemic isn’t just a public health emergency, it’s also an economic crisis that is hitting small and medium-sized businesses exceptionally hard.
As small businesses begin to re-open, we know they’re facing the challenge of a lifetime. To better understand the scope and impact of the COVID-19 crisis on small businesses, Facebook conducted a global survey of 30,000 small business owners in partnership with World Bank and the Organisation for Economic Co-operation and Development (OECD).
Overall, the new Global State of Small Business Report shows that while small businesses are optimistic about the future, they still face extreme challenges as they work to recover from the pandemic. To view the report in full, please click here.
Here are the main takeaways from the report:
Facebook is in the business of small business. More than 160 million businesses use Facebook, Instagram, Messenger, or WhatsApp every month to reach customers, sell and grow. They are the heartbeat of Facebook’s community and since the early days of the pandemic we have taken steps to help them weather the storm. That’s why they recently launched Facebook Shops to make it easier to sell online and created their Business Resource Hub [Facebook.com/resource], where they can get training, advice, and information – including from healthcare experts.
The IAB Europe Transparency and Consent Framework (TCF) was created to help companies that serve, measure and manage digital and personalised advertising content comply with certain obligations of the European General Data Protection Regulation (GDPR) and ePrivacy Directive (ePD) when processing personal data or accessing and/or storing information on a user’s device. It consists of Technical Specifications and Policies that assist all companies in the digital advertising supply chain to meet transparency and user choice requirements.
The TCF v2.0 has been developed by IAB Europe in collaboration with organisations and professionals in the digital ecosystem, including publishers, advertisers, media agencies and technology providers. Stakeholders feedback has been sought most notably from the publisher community to drive the capital improvements introduced in v2.0. TCF v2.0 provides enhanced functionalities and flexibility allowing it to adapt to stakeholders’ legal requirements, user experience considerations and business interests.
Following on from part 1, the second part of this blog series seeks to dispel some of the myths around what the TCF Policies and Technical Specifications actually require...
Myth: TCF Policies and Technical Specifications require re-consent every time there is a change to the Global Vendor List (GVL)
Not true. Whenever the user interface is surfaced to the user, for example for first-time interactions and updating choices, the TCF v2.0 Policies require that the latest version of the GVL is used. The TCF v2.0 Policies do not mandate that users must review and update their choices every time the GVL is updated. However, users’ transparency and consent strings (TC Strings) should not be updated without re-surfacing the user interface. It is entirely at the discretion of the CMP and/or publisher to determine whether changes in the GVL, compared to a previous version used to set user choices, warrant re-surfacing the user interface. The Policies only require to remind users of their right to withdraw consent and/or the right to object to processing at least every 13 months.
Myth: Publishers cannot establish a legal basis for a limited set of vendors and/or purposes
Not true. TCF v2.0 gives greater control and flexibility to publishers by introducing “publisher restrictions”that communicate publisher choices in the Framework. This functionality allows them to determine the legal bases and purposes for which personal data is processed by vendors on their properties on a per-vendor basis. For example, Publishers can, in line with their own business and legal considerations, specify custom requirements, such as allowing only consent to be used as a legal basis on their properties or choosing to “whitelist” a limited set of vendors for a given purpose.
Myth: Publishers cannot establish legal bases for their own purposes
Not true. TCF v2.0 Policies allow a publisher to manage or store, or instruct its CMP to do so, its own legal bases for a set of personal data processing purposes, including for purposes that are not supported by the Framework. The “Publisher TC segment” in the transparency and consent string (TC String) represents publisher purposes transparency and consent signals, that can be used by the publisher and/or to ensure smooth transmission of the publisher’s legal bases to its data processors.
Myth: Participants cannot work with third parties not registered in the Framework
Not true. Publishers can, or instruct their CMP to do so,provide transparency and request consent for purposes and/or third parties that are not covered by the Framework. TCF v2.0 Policies do, however, require that users can clearly distinguish in the UI as to which vendors are registered with the Framework and purposes defined by the Framework and those that are not.
We hope we’ve managed to dispel any myths you may have had! For further (fact based ) information on TCF v2.0 Policies, Technical Specifications, Implementation Guidelines, FAQs and more, Please visit https://iabeurope.eu/tcf-2-0/
Filip Sedefov, Director, Legal at IAB Europe (sedefov@iabeurope.eu)
Ninon Vagner, Privacy & Compliance Manager at IAB Europe (vagner@iabeurope.eu).
Adform, Dagmar, IPG Media Brands and Sanoma have developed a Proof of Concept and are testing programmatic buying purely on the basis of first-party data.
Jaakko Kuivalainen, Director, B2B Digital Business, Sanoma (responsible for Sanoma's media sales digital business and product development):
“This is a great example of how domestic players, along with international technology companies, can influence and be at the forefront of development in the digital marketing revolution associated with the looming depletion of third-party cookies.
The goal of the collaboration is to prepare for the future cookie change, but also to improve the functionality of advertising buying in the near future for Safari and Firefox browsers. The development is focused on targeting with first-party data as well as reporting and measurement activities.
We will share more information about the wider availability of this so-called Proof of Concept in the near future as the project progresses. The technical implementation is complete and the next step is testing with the campaigns of selected customers of Dagmar and IPG Mediabrands“
Antti Kallio, Chief Business Officer, Dagmar:
"Dagmar wants to make sure that we will have the ability to buy high-quality advertising in an effective and targeted manner and first-party cookies will be an important part of effective marketing.
We hope that we will be able to find ways to get first-party identifiers into the buying ecosystem. We see that the common IDs and first-party cookies will meet third-party cookies in the gap left by targeting techniques ".
Christopher Fernandez, Managing Director, Nordics, Matterkind (IPG Media Brands):
“The way we work is to try new innovations and gain experience from something new by participating, either in Proof of Concepts or doing our own piloting. At present, there is uncertainty about audience targeting and it is important to find new ways to implement it.
While there is uncertainty in the short term, we see a lot of potential in new solutions. In the longer term, I’m not worried. Changes to cookies will eventually improve measurement, for example, and allocations will be renewed as part of the changes. ”
Jakob Bak, CTO, Adform
"The change to first-party cookies is essential, as it allows for programmatic targeting e.g. Safari traffic that has been lacking for some time. In addition, this change emphasizes the importance of local publishers and will help to direct advertising money into their properties.”
"This test provides much-needed guidelines for what the future will look like when third-party cookies change to first-party. We are looking forward to the test results which we have just started collecting from the first campaigns. We expect to share our first conclusions at the end of the summer.”
Mark Howe, Managing Director, EMEA, Agencies & Industry Relations, Google
As I discussed at IAB Europe's Interact Online event on 3rd June, one of the biggest changes caused by the coronavirus pandemic has been the surge in people heading online to work, shop, and connect with friends. For many businesses, keeping pace with this huge behavioural shift has been hard. This recent article looks at how first-party data (information sourced from customers through CRM and other touchpoints), can help them keep up.
A new report by Boston Consulting Group (BCG), commissioned by Google, has found that first party data, when used responsibly, can drive increases in sales and revenue as well as boosting efficiency for marketers - something that is especially important as businesses navigate their way through the current situation and move towards recovery.
Q&A
Why did you commission this work?
First-party data is becoming an increasingly important asset for advertisers, particularly when it comes to advancing digital maturity. The cause is clear - user demands around privacy are changing, and we have seen the ecosystem respond. Third-party cookies are being phased out, and tighter regulations mean that the whole industry is facing a fundamental shift in the way that they use data.
Our ambition with this research was to examine the first-party data opportunity that exists for advertisers in Europe. We wanted to better understand the perceptions, use cases and best practices surrounding first-party data.
The study involved more than 70 interviews with leading companies in seven European markets and across seven industries, and addresses the barriers that companies face to accessing and using this data, along with the key success factors that help companies to create value for consumers and competitive advantage for their business.
What are the key takeaways from this report?
There are several. Firstly the research found that effective use of first-party data delivers more relevant experiences for customers. It can also lead to revenue and efficiency benefits for the business as part of a two-way value exchange. Customers won’t willingly share their data with brands if they don’t understand this relationship. It is not enough for companies to collect and use data responsibly. They have to make sure that their customers know what data they are handling and what they get in return.
Companies that do it well - that’s those that draw upon all of their first-party data sources - can generate up to double the incremental revenue from a single ad placement, communication or outreach and 1.5 times the improvement in cost efficiency vs. companies with limited data integration.
Despite the benefits it can bring, we found that whilst nine out of ten marketers say that first-party data is important to digital marketing programs, less than a third are consistently effective at utilising it. The research also revealed that marketers need to couple organisational enablers alongside technical enablers to improve first-party data capabilities.
How does good first-party data strategy impact digital maturity?
This report builds on BCG's existing digital marketing maturity benchmark and shows that effective first-party data use is one of the most important drivers in digital marketing maturity. It demonstrates how companies can deliver more relevant marketing to their users, improving customer experience and showing up at the right moment consequently leading to business growth.
Where can I find out more?
You can read more and download the report on Think With Google.
On the 30th of June, IAB Bulgaria awarded the best digital campaigns in Bulgaria in the fifth edition of the local MIXX Awards 2020. The prizes were awarded in the presence of over 150 guests and over 100 people followed the ceremony live on the IAB Bulgaria Facebook page. This year's edition featured a total of 16 categories and the campaigns were judged by two different juries focused on Strategy and Objectives and Tactics and Tools. For the first time, in addition to professionals from the Bulgarian digital industry, the jury also included international experts.
The Bulgarian MIXX Awards are one of many local MIXX Awards competitions in Europe and all entrants are eligible to enter the annual MIXX Awards Europe competition.
Three winners were announced in each category - the winners are listed below.
Best Mobile First Campaign
1st place - Air Dropping Fries, Advertiser Skapto, Agency proof.
2nd place - Safenet, Advertiser Telenor, Agency guts & brainsDDB
3rd place - On the road to OMV, Advertiser OMV Bulgaria, Dentsu Aegis Network Bulgaria Agency
Best Social Campaign
1st place - @Ceco, Advertiser Skapto, Proof Agency.
2nd place - PURINA ONE’S CAT ACADEMY, Advertiser NESTLE BULGARIA, All Channels Communication Agency
3rd place - Safenet, Advertiser Telenor, Agency guts & brainsDDB
Best Brand Awareness Campaign
1st place - For all who do not have a village, Advertiser Rostar BG, Nitram Agency
2nd place - SPIRIT Transformations: COOL libraries, Advertiser Spirit Fine Paints, Hub Ahead Agency
3rd place - Rowenta Robotoholics: The unsung heroes at home, Advertiser Groupe SEB, Agency guts & brainsDDB
Most Effective Use of Data
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - Ice-Hot Banners, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
3rd place - Mania VIP Club, Advertiser Mania, All Channels Communication Agency
Best Branded Content Campaign
1st place - People of the Mountains, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
2nd place - SPIRIT Transformations: COOL libraries, Advertiser Spirit Fine Paints, Hub Ahead Agency
3rd place - Spice Boys, Advertiser Kotanyi Bulgaria, Nitram Agency
Best Engagement Campaign
1st place - Heineken: The Focus, Advertiser Heineken Bulgaria, NEXT-DC Agency
2nd place - choose love over hate, Advertiser Skapto, Proof Agency.
3rd place - FordDA, Advertiser Moto-Pfohe, Agency guts & brainsDDB
Influencer campaign
1st place - PURINA ONE’S CAT ACADEMY, Advertiser NESTLE BULGARIA, All Channels Communication Agency
2nd place - Foundation portraits, Advertiser AVON, Proof Agency.
3rd place - AVON K-Beauty collection launch in Bulgaria, Advertiser AVON, All Channels Communication Agency
Best Native Campaign
1st place - Air Dropping Fries, Advertiser Skapto, Agency proof
2nd place - DZI Online Security, Advertiser DZI, Agency guts & brainsDDB
3rd place - ELANA: Making finances personal, Advertiser ELANA Fund Management, BG-Mamma Agency
Real time
1st place - 04:20, Advertiser Skapto, Proof Agency.
2nd place - IKEA iDEALISK, Advertiser IKEA Bulgaria, The Smarts Agency
3rd place - Stick to Burgers, Advertiser Skapto, Proof Agency.
Programmatic
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - Credit Cards & Overdraft, Advertiser Unicredit Bulbank, Mediacom Agency
3rd place - Zagorka IPA, Advertiser Zagorka Bulgaria, Red Star Agency / Dentsu Aegis Network Bulgaria
PR Digital
1st place - PURINA ONE’S CAT ACADEMY NESTLE BULGARIA, All Channels Communication Agency
2nd place - Come back to Bulgaria, Advertiser Telus International Europe, Agency: proof. & Proximity, Media partner: httpool
3rd place - AVON K-Beauty collection launch in Bulgaria, Advertiser AVON, All Channels Communication Agency
Digital Sales Campaign
1st place - Black Friday 13, Advertiser DZI, Agency guts & brainsDDB
2nd place - WHAT TO DO WHEN THE BIGGER OVERWHELM IN THE LINE FOR THE DUNERS ?, Advertiser Aladin Foods, Xplora Agency
3rd place - MYT, Advertiser Reebok / Adidas Advertiser, Mediacom Agency
Creative Effectiveness
1st place - Unlock Totem, Advertiser ITAL FOODS, Sunday Media Agency
2nd place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
3rd place - Porn to Date, Advertiser Dextrophobia Rooms, Agency proof.
Best Video Campaign
1st place - Rowenta Robotoholics: The unsung heroes at home, Advertiser Groupe SEB, Agency guts & brainsDDB
2nd place - People of the Mountains, Advertiser Carlsberg Bulgaria, Proof Agency. Media partner: Initiative
3rd place - For all who do not have a village, Advertiser Rostar BG, Nitram Agency
Best Lead Generation Campaign
1st place - Come back to Bulgaria, Advertiser Telus International Europe, Proof Agency. Media partner: httpool
2nd place - FordDA, Advertiser Moto-Pfohe, Agency guts & brainsDDB
3rd place - Black Friday 13, Advertiser DZI, Agency guts & brainsDDB
Brave Campaign Bridge
1st place - 04:20, Advertiser Skapto, Proof Agency.
2nd place - rrrrRRRrrrRR, Advertiser IKEA Bulgaria, The Smarts Agency
3rd place - choose love over hate, Advertiser Skapto, Agency proof.
