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Cookie Consent Kicked To The Curb

The EU has just ruled that the IAB Transparency & Consent Framework (TCF) is in violation of GDPR. Say what? Or in the words of CDO Ulrik Larsen: "This is a serious, potentially lethal, blow to cookie-based targeting that relies on user consent.". The decision potentially impacts hundreds of data companies, publishers, and online advertising platforms. The whole framework with cookie consent via popups is at risk and so is cookie-based targeting.

Data Protection Is Getting Serious

This EU ruling is significant because the IAB TCF is "the industry-standard approach" to collecting and storing cookie consent for tracking personal data in online advertising. Over 1.000 AdTech companies are IAB TCF vendors and rely on TCF to collect cookie consent.

ICCL, one of several institutions behind the complaint to the EU, sums it up:

“EU data protection authorities find that the consent popups that plagued Europeans for years are illegal. All data collected through them must be deleted.”

The Bridge Over Troubled Waters

As targeting tool, is built to support marketers understand and reach audiences who live in located geographical neighbourhoods - without collecting private data from cookies or IDs.

Our CDO Ulrik Larsen comments that is indeed the privacy safe solution needed by an ad industry looking to bridge the gap left by GDPR:

"This is a serious, potentially lethal, blow to cookie-based targeting that relies on user consent. We understood long ago that data privacy is essential in our digital world, and we developed to help marketers run successfully targeted campaigns without private data or user consent."

You are very welcome to reach Ulrik or your local rep for a talk about how to adjust to successful campaign targeting without relying on cookie consent or any other user IDs.

If you are looking for an introduction to how to use the tool, please Book A Demo here.


IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and

the United States for digital campaign activation on display and outdoor, mobile, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.

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