McLean, VA, September 17, 2020 – The Media Trust, global leader in digital third-party risk management, has released new IAB Transparency & Consent Framework (TCF) version 2.0 functionality that provides the company’s clients crucial information needed to make informed GDPR compliance decisions. Users of The Media Trust’s platform can now quickly see which advertising partners and technology vendors are on the IAB’s Global Vendor List (“GVL”), meaning that they are TCF compliant and have declared the legal bases for utilizing cookies and the cookie’s functionality.
“The primary benefit of the TCF v2.0... helps publishers and advertisers, as owners of digital properties, to build user trust by being transparent about their relationship with third party vendors, users to exercise their choice over data processing purposes and vendors, and vendors to have legal certainty as the data processing purpose language is standardised across many digital properties implementing the TCF,” said Stevan Randjelovic, brand safety manager, GroupM EMEA.
TCF is a critical consent framework helping media owners, Consent Management Platforms, and other advertising and marketing technology solutions continue monetizing the digital ecosystem while facilitating GDPR compliance. IAB Europe went live with Version 2.0 of the TCF on August 15, and The Media Trust released its support the same day. IAB Europe will discontinue support for version 1.1 on September 30th, at which point the v. 1.1 consent strings will no longer be valid.
“Exemplifying our mission to fix the internet, highlighting GVL participation throughout The Media Trust platform helps our clients quickly assess the risk of GDPR violations”, stated Chris Olsen, CEO of The Media Trust. “This birds-eye-view of partner and vendor status allows clients to quickly identify non-compliant partners and take appropriate actions, i.e., domain blocking or direct compliance remediation with the offending partner.”
Integrated for Quick Access
The Media Trust provides the legal bases for data collection in the vendor’s profile, and also exposes each vendor’s current GVL status throughout the system to make it quick and convenient to understand if a vendor is compliant.
For example, The Media Trust’s Cookie Compliance function shows 14 different cookie attributes in a single view, including if the cookie is secure and allowed on the site. One of the attributes included on this screen indicates if the vendor dropping the cookie is present in the GVL, allowing the user to better understand any risk posed by that cookie and vendor in a single view.
By integrating this data throughout The Media Trust solution and connecting the vendor’s TCF status with its cookies and domains, a publisher can understand its GDPR compliance status while viewing other potential ad quality issues. This holistic view makes it much easier for a publisher to maintain revenue and ad quality while remaining in compliance with GDPR.
About The Media Trust
The Media Trust is on a mission to make the internet a healthier, more valuable place for publishers and consumers. Working with the world’s largest, most-heavily trafficked digital properties and their upstream partners, The Media Trust delivers real-time security, data privacy, performance management and quality assurance solutions that help protect, monetize and optimize the user experience across desktop, smartphone, tablet and gaming devices. More than 600 enterprises, media publishers, ad networks/ exchanges, and agencies—including 40 of comScore's AdFocus Top 50 websites—rely on The Media Trust to protect their website, their employee internet use, their revenue and, most importantly, their brand.