Adtech vendors still tracking EU users who deny consent via IAB’s TCF
New research examining what happens after Internet users in Europe land on an ad-supported website and express their “privacy choices” — using a flagship ad industry consent management platform which is supposed to allow them to control the types of ads they receive (i.e. non-tracking vs “personalized”) — has raised fresh questions over the IAB Europe’s self-styled Transparency and Consent Framework (TCF).
Despite all identified shortcomings of TCF, the IAB has continued to argue the TCF is working as intending for the close to 800 adtech vendors who are thought to participate in the system, loudly rejecting criticism of it.
However the new study throws doubt on the claim that if a user says ‘no’ to tracking/behavioral ads via the IAB’s TCF, the adtech industry respectfully falls into line.
Source: Adtech vendors still tracking EU users who deny consent via IAB’s TCF, study suggests | TechCrunch