Outstanding news! It was recently approved that SmartyAds become an official vendor of IAB Europe’s Transparency and Consent Framework (TCF). The TCF is an industry-wide ad tech framework that helps to maintain advertising chains compliant with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive. This is a notable milestone in our company’s development because it signifies our commitment to the highest standards of advertising that never compromises the privacy or user experience.
What is Transparency and Consent Framework (TCF)?
The framework was created in April 2018 as a part of IAB’s initiative to facilitate the transition of the ad tech sector to EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive standards. In other words, the framework makes it easier for ad tech companies to comply with IAB regulations when it comes to collecting, processing, storing the data, and managing cookies, tracking procedures, and ad identifiers. The IAB decided to create this framework after it was revealed that the digital advertising ecosystem needs to have practical guidance - a unified solution on how to achieve full compliance to established privacy standards on the company level.
The IAB in collaboration with IAB Tech Lab members, leading industry experts, and organizations that specialize in developing privacy standards were working together to create the framework version 1.0. It has been polished and enriched since 2018. For this reason, framework 2.0 is already robust and fully capable of consulting the ad business on how to manage the user data so that it doesn't interfere with privacy standards. It contains a list of measures and advice that organizations can use to provide their customers with consent-giving and withdrawing mechanisms. As well, it describes how every ad tech or programmatic company can verify that all the vendors they work with are compliant (since it is a must according to the regulations).
Privacy matters a lot for us
SmartyAds makes sure to comply with major international privacy regulations, including GDPR, CCPA, and COPPA. It is very important for us because this way we ensure that our publishers keep seamlessly monetizing their ad inventory and advertisers keep reaching the relevant audiences while the fundamental user privacy standards are protected.
The fact that we joined IAB Transparency and Consent Framework as a vendor showcase our commitment to our customers. We build a transparent and privacy-oriented full-stack advertising ecosystem which is advantageous for every participant of it - publisher, advertiser, and the end-user.
We are delighted to be listed among official TCF vendors as it highlights that we are operating according to an appropriate legal basis and treat established privacy standards seriously. In the time when the world moves towards privacy and personal data security, changing laws and rules create a new advertising landscape that is more transparent and socially responsible. We will continue to keep up with globally established procedures and standards of media trading so that our advertisers and publishers could always benefit from a privacy-compliant full-stack advertising infrastructure.
Need a privacy-friendly advertising solution? Contact us, and let’s find it together!
Irina Kovalenko, CMO of SmartyAds