Resources / Blog
Resources / Blog

We comply with IAB’s TCF 2.0 and we’re ready to adapt IAB’s CCPA compliance specs

13th December 2019

Topic: Data Exchange, Data Privacy, Data Stream, DMP, Programmatic
  • What is CCPA and why IAB’s compliance framework is important for digital industry?
  • What is Transparency Consent Framework 2.0?
  • Users’ privacy will be one of the most important topics in 2020

OnAudience is a partner of TCF, a framework that helps all parties in the digital advertising chain ensure they comply with the GDPR and ePrivacy Directive. Moreover, recently we upgraded framework version from 1.1 to 2.0 in order to follow the latest market standards. Our company is also ready to implement CCPA regulations that will come into force on 1 January 2020. Our Data Management Platform is prepared to receive information about users’ consents that are necessary to comply with the new rules.

As one of the world’s largest data providers, we support digital industry initiatives that aim to improve data privacy, so we treat joining to those projects as the next step to higher transparency and privacy standards and to providing audience data of the highest quality.

What is CCPA and why IAB’s compliance framework is important for digital industry?

The California Consumer Privacy Act (CCPA) is a US law that aims to create broad privacy and data protection rules that apply to all industries doing business in California. It will take effect on Jan. 1, 2020 and will give online users more control over their own data and increase their privacy. To learn more about CCPA read our California Privacy Law in advertising post.

On December 5, 2019, IAB published a CCPA Compliance Framework to show publishers and technology companies how to comply with the new rules. After publication, Google announced that it will integrate its services with the IAB’s specs which is an important sign for the whole digital advertising industry. It clearly shows that the standards will be one of the major documents for all parties in the ad industry.

What are the main changes after the introducing CCPA:
1. consumers will have to be informed about using their data for marketing purposes
2. they must have the opportunity to opt-out of the ‘sale’ of their personal information.

Our company is ready to gather both information and react immediately if a user opted out of the sales process – we will not process his or her data after that for any targeting and digital marketing purposes.

What is Transparency Consent Framework 2.0?

Another digital market standard that aims to protect users’ privacy is Transparency Consent Framework 2.0, developed also by IAB. OnAudience is a partner of IAB’s TCF and supports it since the 1.1 version. The TCF refers to both desktop and mobile data about online users.

What exactly is TCF 2.0? The framework, which was launched in April 2018, is designed to help digital companies ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.

The Framework was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed. Moreover, the TCF enables vendors engaged in programmatic advertising to know ahead of time whether their own and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes.

Through the Framework, publishers can continue funding themselves through relevant online advertising, and brands can continue to reach their audiences. All the while and most importantly, consumer privacy is protected.

Users’ privacy will be one of the most important topics in 2020

As one of the world’s largest audience data providers we are aware that users’ privacy currently is and will be one of the most important topics in the digital landscape. We took a number of steps to protect privacy and process data transparently. That is why, although we do not collect personal data, we support one of the most significant initiatives for the digital industry: the TCF 2.0 and we are ready to integrate with IAB Tech Lab’s CCPA specs.

We are sure that in the following year privacy will be one of the most important topics in the digital industry. We know already that major digital players, such as Google, will introduce new functionalities of their systems, for example, an option to delete 3rd party cookies in Chrome.

Data privacy is crucial for our company and we’re taking a number of steps to ensure data we process is protected and processed in compliance with the law regulations. To check how do we comply with the privacy rules, check Data Privacy in OnAudience article.

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