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Healthy Ads’ CMP Upgraded to TCF v2.0

Healthy Ads has updated our Consent Management Platform to TCF v2.0 in order to be compliant with the most recent requirements for GDPR. Our CMP remains completely free to all our publishers and we remain committed to keeping updated with the ever-evolving digital privacy regulations.

It’s important to us that our publishers have access to tools that will ensure they are compliant with European laws and regulations concerning data use.

So what exactly does all of this mean? If you’re out of the loop when it comes to privacy policies online, don’t worry. It’s a pretty simple update. To start, let’s break down what a CMP is.

What is a CMP?

The Interactive Advertising Bureau (IAB) is responsible for putting compliance frameworks into place in order to ensure a safer, less predatory user experience online. The IAB gathers international privacy laws from sources like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in Europe. The main focus of these frameworks is to ensure that users are notified of the possibility of their data being used by a website or advertisers, as well as the proper measures to ask for consent from users before proceeding. These frameworks must be integrated into a publisher’s consent management platform (CMP) in order to be compliant with the IAB’s rules.

To put it simply, a CMP is a tool that is used to ensure that consent from a user is asked for before allowing them to continue to a landing page, web page, sales page, etc. that will use their personal data. Compliance frameworks and rules are constantly changing, so a CMP will consistently track and audit whether those laws, policies, and consumer standards are being followed under the IAB.

Healthy Ads offers a free CMP to all of our publishers to ensure that our clients are 100% compliant. This feature is optional and can be toggled on and off as needed, but we highly recommend keeping it live. To learn more about CMPs please see here.

What is TCFv2.0?

On August 15th, 2020, the IAB in Europe deprecated TCF1.1 and replaced it with the Transparency and Consent Framework v2.0 (TCFv2), which ensures valid consent for data processing as per the EU GDPR requirements.

The main difference between TCF1.1 and TCFv2.0 is that the newest version allows consumers to allow or withhold consent to data processing, as well. This allows consumers to have more control over how vendors can use different aspects of data processing, such as geolocation and IP addresses.

By adhering to TCFv2.0 through our free CMP, we believe that our publishers and their users will enjoy a greater sense of control as well as flexibility when it comes to working with partners. The new functionality that comes with our upgraded CMP allows publishers to restrict data processing on a per-vendor basis. And as always, it will remain free for all Healthy Ads publishers. To become a Healthy Ads publisher today, please apply here

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