Announcing Support for TCF 2.0 Functionality for EU Pixel Servers (9/3/20)
On August 15, 2020, LiveRamp released TCF 2.0 functionality for EU Pixel Servers. This release enables adherence to the TCF 2.0 consent string to support consumer consent and opt in choices in GDPR markets.
TCF 2.0 enables consumers to grant or withhold consent and also exercise their 'right to object' to data being processed. New publisher functionality allows them to restrict the purposes for which personal data are processed by vendors on a publisher's website on a per-vendor basis. While LiveRamp supported TCF 1.0, TCF 2.0 adds the following functionality:
Increased control for publishers
Inclusion of legitimate interest provisions
Better self-enforcement and regulation
Improved collaboration with data protection bodies, vendors, and publishers
Participation from the biggest player in the industry
This change is driven by IAB Europe where LiveRamp adheres to the General Data Protection Regulation (GDPR) while also supporting our customers who are also under the governance of GDPR.
All pixel-based events will be subject to TCF 2.0 when they originate in the EU markets that LiveRamp operates in.
Clients should understand that the processing of consent strings can have an impact on match rates and volume of impressions captured as LiveRamp will be enforcing this standard on processing all inbound traffic.
Cookie sync partners should understand that on outbound traffic initiated from LiveRamp, we can now be passing consent strings.
For TCF 2.0 LiveRamp will require the following within the TCF 2.0 consent string to be able to process and use the request:
Consent string contains ALL of the following:
Purposes: 1, 2, 3, 4, 5, 7, 8, 9, 10
Special Purposes: 1
Features: 1, 2, 3
Contains consent for LiveRamp as the Vendor