IAB Europe’s ad tracking consent framework found to fail GDPR standard

A flagship framework for gathering Internet users’ consent for targeting with behavioral ads — which is designed by ad industry body, the IAB Europe — fails to meet the required legal standards of data protection, according to findings by its EU data supervisor.

The Belgian DPA’s investigation follows complaints against the use of personal data in the real-time bidding (RTB) component of programmatic advertising which contend that a system of high velocity personal data trading is inherently incompatible with data security requirements baked into EU law.

The IAB Europe’s Transparency and Consent Framework (TCF) can be seen popping up all over the regional web, asking users to accept (or reject) ad trackers — with the stated aim of helping publishers comply with the EU’s data protection rules.

It was the ad industry standard’s body’s response to a major update to the bloc’s data protection rules, after the General Data Protection

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