IAB TCF & upcoming challenges with consent management - To… · 14 26.03.2019 IAB TCF & upcoming...

Tom Halank @ Digital Innovators‘ Summit 2019

IAB TCF & upcoming challenges with

consent management

Agenda

26.03.2019 IAB TCF & upcoming challenges with consent management2

▪ GDPR & ePrivacy in a nutshell

▪ What is the IAB TCF and how does it work? What’s in for me?

▪ How Axel Springer deals with the upcoming challenges

▪ Audience discussion

Axel Springer at a glance


Note: Revenue and EBITDA present the results of continuing operations; Unique visitors desktop + mobile, based on own calculations via ComScore.

Founded in 1946 by Axel Springer

Headquartered in Berlin

Listed since 1985

Shareholders: family >50%

Active in >40 countries

Revenue 2018: 3.2bn €

EBITDA 2017: 738m €

Digital reach: ~200m UVs globally

GDPR and ePrivacy Regulation: Don‘t mix it up!


ePrivacy

RegulationGDPR

GDPR & ePrivacy in a nutshell and status in Germany

GDPR says

Legal basis can be consent

(opt-in), contract OR

legitimate interest

Consent not mandatory

But GDPR also says

Existing national laws based

on old ePrivacy Directive

(which requires consent)

remain in force

Consent is required

German law says

Based on old ePrivacy Directive,

Germany has opt-out solution*

European Court of Justice to

clarify if OK**

Consent is not required

The mechanics are

discussed

controversially.

Other EU member

states might have a

need for consent.

Prohibition of Cookie Walls

(“Kopplungsverbot”)

You can’t force readers to opt-

in. Dutch Privacy Regulator:

Publishers have to offer same

content w/o Cookies.*

“Browser Supremacy”

Even if your reader grants a

legally valid opt-in, negative

browser settings will prevail.

Timeline ePrivacy Regulation

Drafts since Jan, 2017

Scheduled for May 2018 (GDPR).

No final draft yet.

Further decisions after elections

of EU Parliament in May 2019.

eP

rivacy

GD

PR

* Sec. 15 (3) TMG

** ECoJ („EuGH“)

C 673/17

* https://techcrunch.com/2019/03/08/cookie-walls-dont-comply-with-gdpr-says-dutch-dpa/


What is the IAB TCF?


Transparent

information

User consent

requirements

Which companies

process which data

and for what purpose

on a website?

Signal reliable

information about user

decisions on Consent

or Legitimate Interest

into the ad tech chain.

+

▪ IAB Transparency & Consent Framework

▪ Designed to be flexible and accommodate different publisher, vendor and advertiser needs

centering on transparency, control and choice

▪ Common „communication standard“ everybody shall speak

Conformity

Allow GDPR

conformity for all

participants in the

digital advertising

ecosystem.

=


Source: Kindly provided by IAB Europe

What the TCF solves given this setup


▪ Enables publishers to decide on which partners they want to work with

▪ Provides transparency by company and data processing purpose in a standardized way(for example: the creation of interest profiles, selection of (relevant) ads or content, measurement)

▪ Offers users choice by company processing data and by purpose of data processing

▪ Creates actionable signals backed by enforceable policy that seeks to ensure data is only

processed if lawful

Modular principle


Transmitting consent choices

How the consent signal is transmitted down the ad tech chain


Based on IAB TCF we‘ll experience a new consent

management structure


Global Vendor List PurposesConsent

ForwardingPublisher Controls

Connection to

Consent Manager

Provider (CMP)

Review all vendors

that want to

participate in

programmatic bidding.

Choose for which

purposes vendors can

collect and process

data.

Pass down opt-in /

opt-out to vendors

through the ad tech

chain.

Control which vendors

to work with also

when legitimate

interest is legal basis.

The Opt-in Layer is

the user interface /

CMP in case of AS.

Optimizations in TCF v2


IAB TCF is a "technical framework" that supports all game types,

but does not predefine them.

▪ Supports Consent & Legitimate Interest as legal bases

▪ 10 granular purposes + 2 special purposes (technical ad delivery + security & fraud)

▪ Separation of Advertising and Content

▪ Separation of Data Collection and Data Usage

▪ Separate Purposes for Measurement

▪ Granular Publisher controls to define which Vendor is allowed to work under which Purpose

▪ Grouping of Purposes into so called “Stacks” possible

Recap: What’s great about TCF?


Control over the vendors enabled by publishers.

Transparency into the supply chain for consumers & publishers.

An auditable consent trail that gives all supply chain members confidence by providing a

more efficient disclosure mechanism, enabling companies to ”know” rather than “assume”

their consent status with a user.

AS’ solutions on how to face GDPR and gain consents

OIL

Pseudonymous Traffic

o Temporary consents

o Opt-ins either site-wide or

group-wide for AS

o AS internal data

o Quick to deploy

Logged-in Traffic

o Persistent consents

o Consents group-wide for

Verimi partners

o Requires registration

models


Technical Overview OIL

In order to control trackers that come onto the

website via advertising, OIL can forward opt-

out/opt-in information via the technical standards

of the IAB Framework down the ad tech chain.

The IAB Framework’s goal is to provide

transparency and control regarding tracking

technology in advertising both for the publisher

and the end user.

AS Opt-in Layer

Website

Tags via AdsTags on Website


3

2

Addresses both tags on websites and

tags via ads

Configurable text & design and

flexible positioning

Enables GDPR compliance. It is both

applicable for Consent as well as

Legitimate Interest scenarios.

Covers various consent categories

AB-Testing capabilities

Provides Cookie Preference Center

Integration in Privacy Policy

OIL – Example & Functions OIL


Strategic rational for building an open source solution


Core business directly affected Harness synergies

Control over judicial transposition

Effective involvement in IAB TCF

Support industry standardization

Motivate publishers to built up in-house expertise

IN-HOUSE DEVELOPMENT OPEN SOURCE SOLUTION

Takeaways: What I want you to remember


1. Adaption of IAB TCF is a great opportunity for the digital world to

establish a market-wide common communication protocol to

tackle the regulatory challenges on consent and data usage.

2. Thus, it’s interesting for you as well!

3. Implementing the framework is not a legal-only topic but must include

also tech, product and business.

4. It‘s beneficial for everybody if every market participant becomes

part of the TCF!

THANK YOU!


IAB TCF & upcoming challenges with consent management - To… · 14 26.03.2019 IAB TCF & upcoming...

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