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Who benefits from the IAB TCF?


Who is a consumer?

  • End-users of websites and mobile apps

How do they benefit? Consumers receive clear information about what data is being collected and for what purpose. They can easily give or withdraw consent for different types of data processing and advertising.


Who is a publisher?

  • Websites and apps that monetize their platforms with digital advertising
  • Online media outlets

How do they benefit? Publishers have a streamlined way to obtain consent and manage user preferences. They can serve ads to consumers and maintain their revenue streams while respecting user privacy.


Who is an advertiser?

  • Third parties who advertise on publishers’ platforms
  • Ad tech vendors

How do they benefit? Advertisers or vendors can reliably interpret and apply user consent across various platforms and services. They have a standardized and simplified way to comply with complex data privacy laws like the General Data Protection Regulation (GDPR).

The IAB Transparency and Consent Framework communicates user consent choices between three players in digital advertising:

  • You, the publisher
  • Third parties who advertise on your website or app
  • The consent management platform (CMP) you use to obtain user consent

The goal of the IAB TCF is to standardize the approach to data privacy and provide a consistent method for publishers and vendors to become compliant with the GDPR and ePrivacy Directive.

How to implement the IAB TCF: a step-by-step guide for publishers

  1. Select the advertisers or vendors you want to work with with IAB Europe’s Global Vendor List (GVL).
  2. Implement a CMP that integrates with the latest version IAB TCF, such as Cookiebot CMP.
  3. Configure your CMP settings.
  4. Display a GDPR-compliant consent banner to users who visit your website or app.
  5. Capture and record user consent.
  6. Communicate user preferences to vendors.

If you use Google’s advertising services like AdSense, AdMob, or Google Ad Manager and would like to work with advertisers or ad tech vendors who aren’t on the GVL, you can do so using Google’s Additional Consent with your CMP. 

This enables you to send consent signals to display ads from Google ad tech vendors to consumers while remaining compliant with data protection regulations like the GDPR.

Why you should use a CMP that integrates with the IAB TCF

Enable GDPR compliance

The IAB TCF was established to align with the GDPR, providing a standardized approach to handling user data and consent. By adhering to the IAB’s GDPR framework, you can meet the required legal standards for data protection.

Required to serve ads in the EU, EEA, and UK

Google has released a list of certified CMPs that must integrate with the IAB TCF as a condition for certification. Starting January 16, 2024, you must use a Google-certified CMP if you want to serve ads to users in the EU, EEA, and UK using Google’s advertising services. Cookiebot CMP is a Google-certified CMP partner.

Learn more about Google’s requirements to serve ads to users without disruption.

Build trust with end-users

By implementing a CMP that’s compliant with the TCF, you demonstrate to end-users that you respect their privacy and handle their data responsibly. This builds trust, giving them more confidence to interact with your online content and ads.

Earn ad revenue with peace of mind

A CMP that aligns with the IAB TCF framework can also contribute to earning ad revenue more effectively. Implementing IAB TCF v2.2 offers you more control in establishing the legal basis for collaborating with vendors, potentially boosting your ad revenue. With a CMP that integrates with the IAB TCF, you can continue earning ad revenue with peace of mind, knowing that you’re following the best practices in user data handling.

What is the IAB TCF v2.2 and how does it impact publishers?

The IAB TCF v2.2 (which is also referred to as “IAB CMP framework”) was implemented in May 2023.

IAB Europe introduced these policy and technical updates to make the TCF GDPR-compliant in light of evolving case law, guidelines from Data Protection Authorities and changing market needs.

It brings several changes for you, including:

  • The framework now requires you to obtain explicit consent for processing data for ads and personalized content.
  • Your cookie consent banner must display the total number of vendors in the first layer.
  • You must enable users to easily access the CMP if they wish to withdraw or revoke consent once given.
  • You must maintain detailed records of user consents, noting exactly what each user agreed to.

Using a CMP that is registered with the TCF, like Cookiebot CMP, enables you to easily comply with these requirements.

Learn more about the IAB Transparency and Consent Framework v2.2 (TCF v2.2)

How Cookiebot CMP can help you be IAB TCF compliant

Cookiebot CMP can help you meet the requirements of the IAB Transparency and Consent Framework. This can enable you to seamlessly serve ads to consumers in the EU, EEA, and UK, while continuing to use Google ad tech platforms for uninterrupted advertising revenue.

Cookiebot CMP features that enable IAB TCF compliance

  • Is a Google-certified CMP
  • Easy to set up IAB TCF v2.2 integration
  • Easy consent withdrawal procedure that aligns with IAB TCF v2.2 requirements
  • Supports Google Additional Consent to compliantly work with non-GVL advertisers
  • Enables you to obtain and record valid user consent for data processing purposes

Cookiebot CMP consent banner features for IAB TCF compliance

  • Detailed vendor disclosure on the cookie consent banner
  • Standard, non-editable, IAB-certified message displayed in the banner
  • Customization available for you to display your own cookie text, including a link to your privacy policy or cookie policy
  • Ad settings tab for consumers to choose between IAB purposes and vendors before submitting their consent
  • Total number of parties data will be shared with is displayed on the first layer of the banner
  • 30 languages supported by the IAB available for use on the banner


What is the TCF framework?

The IAB TCF is a set of standards and protocols developed by the IAB Europe to help ensure transparency and user consent in digital advertising, in line with data privacy laws like the GDPR. The TCF enables consumers to give or withhold consent and exercise their right to object to data processing, ensuring control over personal data.

What does the IAB TCF v2.2 do?

The IAB TCF v2.2 updates the Transparency and Consent Framework to enhance user privacy and choice in digital advertising, offering clearer consent options, improved transparency, and stronger compliance with evolving data privacy regulations like the GDPR.

It includes refined guidelines for publishers and advertisers to manage user data more responsibly, and facilitates better communication between all parties in the digital advertising ecosystem, ensuring a more user-centric approach to data processing and advertising practices.

What is IAB TCF v2.2 for publishers?

IAB TCF v2.2 requires publishers to obtain explicit user consent for data usage in ads and personalized content, enhancing user rights and privacy. It requires that the cookie consent banner display the complete number of vendors upfront, ensuring greater transparency. Publishers must also make it easy for users to manage their consent preferences, including withdrawing or changing consent choices through the CMP. Further, publishers must keep accurate and detailed records of each user’s consent decisions, emphasizing accountability and precise tracking of user preferences.

How does Cookiebot™ help enable IAB TCF v2.2 compliance?

Cookiebot CMP has several features that enable compliance with IAB TCF v2.2. It has an integration with the IAB TCF v2.2 and is a Google-certified CMP, meaning publishers will be able to serve ads to users in the EU, EEA and UK without disruption. It enables publishers to obtain and record consent as per the TCF’s requirements, and it enables consumers to easily withdraw or revoke consent once given. The cookie consent banner has specific settings that comply with the TCF, which includes displaying the total number of vendors on the first layer, an IAB-certified message displayed in the banner, and an ad settings tab for consumers to choose between IAB purposes and vendors to give consent.

What is a TCF registered CMP?

A TCF CMP is a tool that helps publishers and advertisers comply with the GDPR and ePrivacy Directive by managing user consent for data processing and advertising in line with the TCF’s guidelines. CMPs must register with the TCF and follow its policies, which include providing transparency and choices to users regarding vendors and purposes, capturing and storing users’ privacy choices, and ensuring that these choices can be communicated to vendors. Cookiebot CMP is registered with the IAB and follows the IAB CMP framework.

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