Technical changeover successfully completed: Virtual Minds uses IAB TCF 2.2 as the new data protection standard in all adtech platforms

Freiburg, November 9th, 2023. The revised version 2.2 of the IAB Europe’s “Transparency & Consent Framework” (TCF) has been in force since May 16th, 2023 – and Virtual Minds has now successfully converted its entire ad tech stack to the adapted industry framework. The use and processing of data at Active Agent (demand-side platform), The Adex (data management platform), Adition (ad server) and Yieldlab (sell-side platform) is now based on the corresponding rule optimizations. Therefore, Virtual Minds not only ensures that data is handled in accordance with the current requirements of jurisdiction and European data protection authorities with regard to user-related mandatory information and selection options, but also supports and promotes uniform compliance systems in the programmatic value chain.

The most important innovations of TCF 2.2 include the abolition of the legal basis of legitimate interest for the personalization of online advertising and content, extended information for users with regard to data recipients and processing purposes as well as new requirements for the withdrawal of consent by users. The aim is to create more transparency for users and thus strengthen their trust in digital advertising, reduce the legal and criminal risk for all parties involved in the programmatic ecosystem and provide a standardized mechanism for obtaining and managing user consent from multiple publishers/marketers and technology providers. It aims to expand the target group potential and marketing opportunities of digital advertising, improve data quality and advertising relevance and establish a future-oriented industry standard for the use of data in the context of programmatic advertising.

“With the implementation of TCF 2.2 in all our media technologies, we want to send a clear signal and once again underline our claim to enable high-performance digital and programmatic advertising in line with high-quality data protection standards,” explains Ricarda Jebsen, Managing Director of Virtual Minds. “We expressly encourage our customers and partners to also implement the new framework promptly in order to provide the market with efficient programmatic structures and processes as well as standardized compliance systems and thus sustainably strengthen the importance of digital advertising.”