Transparency and Consent Framework v 2.0: everything you need to know!

Didomi has been working for several weeks on the transition to TCF v 2.0. 

If you are reading this article, you probably already know the IAB framework which is described like "the global cross-industry effort to help publishers, technology vendors, agencies and advertisers meet the transparency and user choice requirements under the General Data Protection Regulation". Indeed, the IAB TCF allows all the advertisers to receive users consent through the "consent string" that contains users choices in terms of cookies and tracking technologies' preferences.

The IAB has been working on a second version in order to fill some of the gaps pointed out in V1.

The aim of this article is to detail the main changes brought by V2 and then to know the key dates of the transition to V2. 

1- New features of the V2

✅ New list of purposes for more accuracy and granularity

There are currently five purposes. there will be 10 + 2 special purposes in V2 for more accuracy and granularity.

 

✅ Creation of Stacks/Categories to provide users with a choice by level

You will be able to classify the different purposes into more generic categories.
You can choose your stack with the associated purposes directly in the Didomi Console.

Stack 1 - Precise geolocation data, and identification through device scanning
Stack 2 - Basic ads and ad measurement
Stack 3 - Personalised ads
Stack 4 - Basic ads, ad measurement, and audience insights
Stack 5 - Basic ads, personalised ads profile, and ad measurement
Stack 6 - Personalised ads display and ad measurement
Stack 7 - Personalised ads display, ad measurement, and audience insights
Stack 8 - Personalised ads and ad measurement
Stack 9 - Personalised ads, ad measurement, and audience insights
Stack 10 - Personalised ads profile and display
Stack 11 - Personalised content
Stack 12 - Personalised content display and content measurement
Stack 13 - Personalised content display, content measurement and audience insights

Stack 14 - Personalised content and content measurement
Stack 15 - Personalised content, content measurement and audience insights
Stack 16 - Personalised content, content measurement, audience insights, and product development
Stack 17 - Ad and content measurement, and audience insights
Stack 18 - Ad and content measurement
Stack 19 - Ad measurement and audience insights
Stack 20 - Ad and content measurement, audience insights, and product development
Stack 21 - Content measurement, audience insights, and product development
Stack 22 - Content measurement and product development
Stack 23 - Personalised ads and content display, ad and content measurement
Stack 24 - Personalised ads and content display, ad and content measurement, and audience insights
Stack 25 - Personalised ads and content, ad and content measurement
Stack 26 - Personalised ads and content, ad and content measurement, and audience insights
Stack 27 - Personalised ads and content profile
Stack 28 - Personalised ads and content display
Stack 29 - Basic ads, ad and content measurement, and audience insights
Stack 30 - Personalised ads display, personalised content, ad and content measurement, and audience insights
Stack 31 - Personalised ads display, personalised content, ad and content measurement, audience insights, and product development
Stack 32 - Basic ads, personalised content, ad and content measurement, and audience insights
Stack 33 - Basic ads, personalised content,  ad and content measurement, audience insights, and product development
Stack 34 - Basic ads, personalised content, content measurement, and audience insights
Stack 35 - Basic ads, personalised content, content measurement, audience insights, and product development
Stack 36 - Basic ads, personalised content, and ad measurement
Stack 37 - Basic ads, personalised content, ad measurement, and product development

Stack 38 - Personalised ads, ad measurement, and product development

Stack 39 - Personalised ads, ad measurement, audience insights and product development

Stack 40 - Personalised ads, ad and content measurement, audience insights and product development

Stack 41 - Personalised ads, personalised content display, ad and content measurement, audience insights and product development

Stack 42 - Personalised ads and content, ad and content measurement, audience insights and product development

Here are some examples of main stacks:

Stack 9 : Personalised ads, ad measurement, and audience insights
Description: Ads can be personalised based on a profile. More data can be added to better personalise ads.  Ad performance can be measured. Insights about the audiences who saw the ads and content can be derived.
Purposes included:
● Purpose 2: Select basic ads
● Purpose 3: Create a personalised ads profile
● Purpose 4: Select personalised ads
● Purpose 7: Measure ad performance
● Purpose 9: Apply market research to generate audience insights

Stack 16 : Personalised content, content measurement, audience insights, and product development
Description: Content can be personalised based on a profile. More data can be added to better personalise content. Content performance can  be measured. Insights about the audiences who saw the ads and content can be derived. Data can be used to build or improve user experience, systems, and software.


Purposes included:
● Purpose 5: Create a personalised content profile
● Purpose 6: Select personalised content
● Purpose 8: Measure content performance
● Purpose 9: Apply market research to generate audience insights
● Purpose 10: Develop and improve products

Stack 31 : Personalised ads display, personalised content, ad and content measurement, audience insights, and product development

Description: Ads and content can be personalised based on a profile. More data can be added to better personalise content. Ad and content performance can be measured. Insights about the audiences who saw the ads and content can be derived. Data can be used to build or improve user experience, systems, and software. Purposes included:
● Purpose 2: Select basic ads
● Purpose 4: Select personalised ads
● Purpose 5: Create a personalised content profile
● Purpose 6: Select personalised content
● Purpose 7: Measure ad performance
● Purpose 8: Measure content performance
● Purpose 9: Apply market research to generate audience insights
● Purpose 10: Develop and improve products

You can check all the stacks and V2 policies in details juste here.

✅ 3 new features for more granularity for the users for specific data and data processing

1) Match and combine offline data sources

Vendors can combine data obtained offline with data collected online in support of one or more Purposes or Special Purposes.

2) Link different devices

Vendors can:
● Deterministically determine that two or more devices belong to the same user or household
● Probabilistically determine that two or more devices belong to the same user or household
● Actively scan device characteristics for identification for probabilistic identification if users have allowed vendors to actively scan device characteristics for identification (Special Feature 2)

3. Receive and use automatically-sent device characteristics for identification

Vendors can:
● Create an identifier using data collected automatically from a device for specific characteristics, e.g. IP address, user-agent string.
● Use such an identifier to attempt to re-identify a device.

Vendors cannot:
● Create an identifier using data collected via actively scanning a device for specific characteristics, e.g. installed font or screen resolution without users’ separate opt-in to actively scanning device characteristics for identification.
● Use such an identifier to re-identify a device. 

✅ 2 new specials features (requiring optin) for more control of users' data

1. Precise Geolocation data

Vendors can collect and process precise geolocation data in support of one or more purposes.

2. Actively scan device characteristics for identification
Vendors can:
● Create an identifier using data collected via actively scanning a device for specific characteristics, e.g. installed fonts or screen resolution.
● Use such an identifier to re-identify a device.

✅ Possibility of deactivating/objecting the legitimate interest

1) Publishers can define restrictions on which legal bases vendors are allowed to use. Publishers will be able to say "I only want publishers to use consent on my website".

2) Users will be able to object data processing/purposes based on a legitimate interest (whereas today the Authorize/Block only applies to consent). 

⚠️ The consent of v 1.0 will not be kept. You have to recollect consent with v 2.0 because the purposes are different!

 

✍️ To sum up the main changes in TCF 2.0 for publishers:

● A new list of purposes
● The possibility of building categories/stacks
● The possibility of deactivating certain legal bases of vendors (legitimate interest)
● The need to obtain consent for the deposit of cookies (purpose 1 of the TCF - legitimate interest is no longer acceptable)

Note that Google has publicly committed to joining TCF v2.0 by end of Q1 2020:

If there are no editing restrictions, Google will work with you via TCF v2.0 as long as your default legal basis is consent.

 

💡 Feel free to ask your questions to support@didomi.io