TCF v2.0 – Google’s baby steps to improve users’ privacy

Google integrates with the latest version of TCF (Transparency and Consent Framework) v2 released by the Interactive Advertising Bureau (IAB) Europe.

The decision should provide users “with transparency and control over how their data is used – and ensure their choices are respected,” as Google announced.

Google’s ads system, integrated with TCF, by August 15

So, Google announced that it will finish the integration with the new TFC by August 15, 2020. This is meant to improve the way publishers communicate to users about how they use their data. Also, this should ensure consent requests are clearer. Moreover, this should mean that users are properly informed.

But, the new framework would give publishers more control over how their partners could use their data. In fact, according to IAB Europe, this should provide „a common language with which to communicate consumer consent for the delivery of relevant online advertising and content.”

So, users could exercise their right to object just as easily as revoking consent.

Google will drop the ad request and will serve no ads if advertisers do not obtain users’ consent to “store and/or access information on a device.”

Moreover, the consent is also required for non-personalized ads. This is because these still use cookies or mobile identifiers. One of the first effects would be that companies might see the revenue impact on their websites and apps. Still, they could mitigate it by using prebid /header bidding.

User benefits

Well, theoretically, the new system should help users better protect their personal data. Also it should help them easier express their consent/dissent when companies ask to use these data for advertising purposes.

So, this act should support companies to be compliant with the EU’s General Data Protection Regulation GDPR and ePrivacy Directive when they process personal data.

Two of the most important features are the controls added for geolocation data and fingerprinting. This happens because these require an extra level of consent from users.

Not even these changes could help you get rid of the annoying ads. It might just mean that you can choose not to share your data with advertisers. But a safer solution would be to use an ad blocker.