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The Transparency & Consent Framework (TCF)

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The Transparency & Consent Framework (TCF)

The IAB issued a Transparency & Consent Framework, its latest update TCF 2.2 was updated on November 20th, 2023.

In a nutshell, TCF determines how publishers should tell visitors what data is being collected, and how they and their vendors plan to use it, as well as which vendors are using it. Visitors can then decide which level of consent they provide so that this information can be taken into account by other parties in the ecosystem.

Declared purposes

mediasmart has declared the following purposes and special features, always with consent as the sole legal basis. This means that personal information shall only be processed when consent has been granted by the end-user.

In the case of a high-precision location, the data shall only be processed when the user has opted in for this special feature.

  • Store and/or access information on a device

  • Use limited data to select advertising, with the data being retained for a maximum of 10 days for this purpose (for example, for frequency capping)

  • Create profiles for personalized advertising, with the data being retained for a maximum of 180 days for this purpose

  • Use profiles to select personalized advertising, with the data being retained for a maximum of 180 days for this purpose

  • Measure ad performance, with the data being retained for a maximum of 120 days for this purpose

  • Understand audiences through statistics, with the data being retained for a maximum of 360 days for this purpose

  • Develop and improve services, with the data being retained for a maximum of 180 days for this purpose

In addition, mediasmart supports the following features:

  • Link different devices

  • Identify devices based on information transmitted automatically

As well as the special features:

  • Use precise geolocation data.