In the rapidly evolving world of digital advertising, staying up to date with regulatory changes is paramount.
Recently, the Transparency and Consent Framework Steering Group (TCF SG) made an important decision that affects the digital advertising ecosystem.
In this article, we’ll delve into the extension of the TCF v2.1 update deadline to 20 November 2023 and its implications for Consent Management Platforms (CMPs), vendors, and the industry as a whole.
The Deadline Extension
Originally, the deadline for updating to TCF v2.2 was set for 30 September 2023.
However, in response to industry feedback and the need for thorough preparations, the TCF SG has extended the deadline by 50 days to 20 November 2023.
This extension is a significant relief for participants, as it grants them more time to review and update their TCF implementations, ensuring a seamless transition to TCF v2.2.
With this extension, CMPs and vendors must take note of the new policies and specifications and ensure their compliance by the extended deadline.
Any TC String generated under TCF v2.1 after 20 November 2023 will be considered invalid.
Additionally, it’s crucial to understand that the Global Vendor List (GVL) for TCF v2.1 will be deprecated, with only archives available for decoding purposes. Therefore, it’s imperative for industry stakeholders to adapt and migrate to TCF v2.2 to stay in compliance.
The industry has been swift in responding to these changes.
More than 600 vendors have already updated their registrations in compliance with the initial deadline of 30 June 2023, making them part of the GVL for TCF v2.2. This proactive approach by vendors showcases the commitment to maintaining transparency and adhering to evolving regulatory standards.
At Sibbo, we understand the importance of staying ahead of the curve.
Our CMP team is already hard at work on TCF v2. making it available across all platforms, including hbbtv, ctv, mobile, and web. We are dedicated to helping our clients navigate these changes and ensuring a seamless transition to the latest version of the Transparency and Consent Framework.
In conclusion, the extension of the TCF v2.1 update deadline to 20 November 2023 is a significant development in the digital advertising industry. It provides much-needed breathing room for industry participants to adapt to the evolving framework. As the landscape continues to evolve, staying informed and proactive is essential for maintaining compliance and ensuring a smooth transition to TCF v2.2.