Do you really have ‘legitimate interest’ to use that data? It’s time for a consent audit

In Vibrant News by bnyquist

Curated News from The Drum on January 27, 2021


Another day, another GDPR ruling. Mark Andrews, senior consultant at ID Comms, outlines what advertisers can do to reduce risk and maximize the power of data for the future.

The Transparency Consent Framework, which is used by the majority of consent management platforms (CMP) and facilitates the collection and use of data gathered when consumers first visit websites, has been declared as non-compliant across the EU following a ruling by the Belgium data protection authority (DPA)

Its creator, trade body IAB Europe, now has a maximum of six months to upgrade the TCF, which is used by the likes of Google, Microsoft and Amazon, and help ensure that advertisers’ data consent and data usage complies with rules across the EU.