IAB TCF registration for adtech: legal issues to consider
Why register as a TCF vendor? 🛡️ Adtech platforms that are not registered as a vendor under the IAB Europe Transparency and Consent Framework ( TCF ) face practical business limitations when working with EEA and UK traffic. For example, Google’s policies steer publishers towards ad tech companies who are either TCF registered or are on Google’s list of certified Ad Tech Providers (ATP) . An ad platform registered with the TCF as a vendor gets added to the IAB Europe Global Vendor List. In addition, TCF registration can help you demonstrate GDPR compliance. Similarly, adtech businesses working with Canadian traffic may benefit from registration with TCF Canada to help comply with Canadian privacy laws and unlock business opportunities. Legitimate interest or consent? ✅⚖️ As an adtech business, you will need to consider whether to rely on legitimate interest, consent, or both when processing personal data. Consider that some users' choices on the publisher's website or app will...