IAB Europe is updating its EU privacy guidelines—but skeptics say it's not enough
On Wednesday, IAB Europe and the IAB Tech Lab announced a new version of guidelines for how publishers should comply with the General Data Protection Regulations, the sweeping consumer privacy legislation that’s now been in effect since May 2018. Changes to the IAB’s Transparency and Consent Framework —the first major update since the debut last year—include increasing the number of potential categories used to explain how data is used while also giving more control over their data.
The latest version of TCF will also give the trade group a big win in its efforts to gain industry traction: Google says it will integrate TCF 2.0 by early next year, giving the guidelines a needed stamp of approval. Feehan said between 20% and 25% of all ad calls emanating from the EU carry the current version of TCF. That market penetration could soon increase—especially now that Google plans to sign on.
Since making the needed changes, Grouchko said opt-in rates of people sharing data have dropped from more than 90% to between 50% and 80%. However, he said that the increased transparency and user control is worth it. According to Ryan, TCF doesn’t properly address the programmatic nature of a digital advertising process called real-time bidding , where automated systems bid on users to serve ads to based on their data. He said the law doesn’t require companies to create a system of trust, but a system of security.
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