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titleGuidelines and Updates for TCF 2.0 Readiness

The IAB Europe Transparency & Consent Framework (TCF) gives the publishing and advertising industries a common structure to communicate consumer consent, for the delivery of online advertising and content in compliance with the EU’s GDPR and ePrivacy Directive. On August 21, 2019, IAB Europe launched the second iteration of TCF.

Important milestone dates:

  • IAB Europe wants the industry to transition to TCF 2.0 by the end of Q2 2020.
  • PubMatic will be ready to support TCF 2.0 from April 30, 2020.
  • PubMatic will continue to support both v1.1 and v2 signals until all major DSPs support TCF 2.0. 

What do you need to do?

  1. Define your legal basis for each of the purposes and make sure that you are listed into the IAB TCF v2 vendor list with a proper ID. 
  2. Work with your CMPs to update your TCF version from 1.1 to 2.0.

To learn more:

If you have questions or need more assistant, contact your Customer Success representative.

QWhat is TCF 2.0? 

A: TCF 2.0 is a revamped version of the original IAB Transparency & Consent Framework launched in 2016. The purpose is to standardize how how publishers, ad tech vendors, and agencies run programmatic advertising on the open exchange in a way that is compliant with GDPR. 

Q: Why is there a version 2.0? 

A: There were a number of issues with version 1.0 and 1.1.  Publishers wanted more granular business purposes for the processing of personal data. Consumers also wanted to ability to object to the processing of data on the basis of legitimate interest. There was also confusion because Google did not interoperate with the earlier versions of the TCF.  To address these and other concerns, TCF was was reworked to ensure everyone's needs were better met. Google has also committed to  to integrating with TCF 2.0, following the same timeline as IAB.  

Q: Does PubMatic send consent in bid stream that complies with TCF 2.0? 

A: Yes 

Q: Is your company registered as a TCF 2.0 member? 

A: Yes 

Q: Will you be registered in the vendor list for TCF 2.0 ? 

A: Yes

Q: Is the PubMatic System defined under GDPR as a Controller or a Processor? 

A: Controller

Q: Does PubMatic have a confirmed date for TCF 2.0 adaptation?  

A: Our target date is Apr 31, 2020

Q: Once PubMatic has adapted to TCF 2.0, will you be able to read the consumer’s consent data in DJ’s 1st party cookie or mobile storage via an API? 

A: Yes, we will rely on our API to get the consent data. The API call for TCF 2.0 will be: tcfapi

Q: If yes, when do you plan on sending us a consent string and how will you proceed with DSP migration from TCF 1.1 to TCF 2.0? 

A: April 31, 2020 is our target date for TCF 2.0. We plan to support both versions for a limited time. Transition will happen gradually at each DSP. We will wait for you to be ready to migrate to new standard. 

Q: Will you support sending TCF 2.0 strings starting March 31, 2020? 

A: Our target date is April 31 inline with IAB’s recommendation 

Q: When a TCF 2.0 and 1.1 string is available, will the TCF 1.1 string continue to be sent through an extension field? 

A: CMPs and oRTB doesn’t support multiple versions of GDPR at the same time. We will pass whatever consent string is available in ext field. 

Q: Do the publishers you work with use a proprietary CMP that you provide or are they using various CMPs? 

A: Both. We have publishers that use custom CMPs and off-the-shelf CMPs available in the market. 

Q: If publishers are using your CMP, do you expect to be ready for the March 31st go-live date for TCF 2.0? If not, what date do you expect to be ready? 

A: We don’t have proprietary CMP. 

Q: Are you expecting all publishers to be sending TCF 2.0 signals by March 31, 2020? If not, do you have feedback on what percentage of your supply will remain on TCF 1.1 during the month of April? 

A: No, we are not expecting publishers to be ready by March 31, 2020. CMPs will be ready by the end of April 2020. We are expecting publishers to adopt TCF 2.0 in Q2. Our supply will be on TCF 1.1 for the month of April. 

Q: What percentage of the publishers you work with use a CMP that is IAB compliant? 

A: A large percentage of the publishers we work with user a CMP that is IAB compliant. 

Q: What is the partner 2.0 deadline? 

A: April 31, 2020 

Q: When do you expect to start sending TCF v2.0 strings in bid requests?

A: Beginning May 1, 2020, we will forward either TCF 1.1 or 2.0, whichever one is received from a publisher. You will receive TCF 1.1 strings until then. 

Q: Will you be using the OpenRTB standard GDPR parameters to pass TCF 2.0 strings?  

A: Yes, we will be using the OpenRTB standard GDPR parameters. 

Q: Should we anticipate any additional changes to bid requests?

A: Existing parameters should be sufficient. You will need to update the parsing logic to accommodate for TCF 2.0. 

Q: Do you we have special integration with Amazon DSP? 

A: PubMatic is on a legacy integration with Amazon. 

Q: Does PubMatic support TCF 2.0 on Prebid JS integrations?

A: Yes, from Prebid JS version 3.12 onwards.

Q: In which object/field of bid request would TCF 2.0 be sent? 

A: It will be same as TCF 1.1. The only change in TCF 2.0 is consent string format. The The gdpr flag  flag and consent string will both be passed in same fields as TCF 1.1.

Object OpenRTB v2  UserOpenRTB v2 Userconsent 
OpenRTB VersionGDPR Signals in OpenRTB Object 
OpenRTB v2.2 - v2.5  Regs.ext.gdpr, User.ext.consent
OpenRTB v2.0 - v2.1User.ext.gdpr, User.ext.consent 

Q: Can you provide bid request samples using TCF 2.0 implemented?

A: Yes, see below. We currently support OpenRTB 2.1, 2.3, and 2.5 (partially). 

Code Block
titleBid request sample #1

    "id": "961E3885-ED64-46F5-AA94-B798AE14D440", 

    "imp": [{ 

        "id": "1", 

        "tagid": "1112261", 

        "bidfloor": 0.697000, 

        "banner": { 

            "w": 320, 

            "h": 50, 

            "topframe": 1, 

            "battr": [1, 2, 6, 7] 



    "app": { 

        "id": "352969997", 

        "name": "BuzzFeed", 

        "bundle": "352969987", 

        "keywords": "protocol:2_c:22946_p:100.0", 

        "storeurl": "", 

        "publisher": { 

            "id": "156004" 


        "content": {}, 

        "ext": { 

            "pmid": "165864" 



    "device": { 

        "ip": "", 

        "lmt": 0, 

        "ua": "Mozilla/5.0 (iPhone; CPU iPhone OS 10_3_3 like Mac OS X) AppleWebKit/603.3.8 (KHTML, like Gecko) Mobile/14G60", 

        "carrier": "DGC Access AB", 

        "model": "k3g", 

        "osv": "6.0.1", 

        "js": 1, 

        "devicetype": 1, 

        "dpidsha1": "1485a4f2dd2e92bc7f4aa8e7a1b4d84ab3292102", 

        "geo": { 

            "lat": 59.254601, 

            "lon": 18.116199, 

            "type": 2, 

            "city": "skondal", 

            "zip": "128 06", 

            "country": "SWE", 

            "region": "ab", 

            "ipservice": 4 


        "geofetch": 0, 

        "ext": { 

            "xff": "", 

            "res": "-1x-1", 

            "freq": 0, 

            "pf": 4 



    "user": { 

        "id": "F6FC89B0-54AE-46E1-A5FF-10336B7A8E26", 

        "keywords": "protocol:2_c:22946_p:100.0", 

        "ext": { 

            "consent": "COxL-hQOxL-hQLKAAAENAfCAAPgAADwAAAAAAVEXyQoGYwALAvAA" 



    "regs": { 

        "ext": { 

            "gdpr": 1 



    "source": { 

        "fd": 0, 

        "pchain": "5d62403b186f2ace:156004", 

        "ext": { 

            "schain": { 

                "complete": 1, 

                "ver": "1.0", 

                "nodes": [{ 

                    "asi": "", 

                    "sid": "156004", 

                    "rid": "961E3885-ED64-46F5-AA94-B798AE14D440", 

                    "hp": 1