EBE 2020 How to put the consumer in the driving seat of the European Digital Supply Chain? - Filip Sedefov

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Filip Sedefov Senior Manager, Privacy & Data Protection IAB Europe Filip will reiterate why trust and transparency are crucial for the survival of the European Digital Supply Chain and will explain what TCF is from a user perspective, with a strong focus on TCF v2, which helps connecting people to the brands and content they value whilst giving consumers and publishers greater control over who they trust to handle their data and for what purposes. Filip is the subject matter lead for privacy & data protection, overseeing the GDPR legal compliance programme, including the Transparency & Consent Framework (TCF). Previously, he has worked as a regulatory consultant in the private sector and as a legal expert on several EU FP7 funded projects related to privacy and data protection as well as the harmonisation of Member State legislation in the areas of consumer protection and renewables. Filip has a Master’s in Law from Université catholique de Louvain (UCL) and an LLM in International & European Law from the Institute for European Studies at the Vrije Universiteit Brussel (VUB). He speaks English, French, Portuguese and Bulgarian.

Data & Analytics

USER RIGHTS IN DIGITAL
ADVERTISING: GDPR & TCF Filip Sedefov 
Legal Director, IAB Europe
Berlin, 13 February 2020

Source: AdEx Benchmark 2018 study
Total Digital Ad Spend (€bn)

Source: AdEx Benchmark 2018 study
All-Media Ad Spend (€ bn)

Programmatic is the new digital
Source: IAB Europe – Programmatic ad spend in Europe 2018

Information
Access
Rectification
ErasureMinimisation
Portability
Objection

ACCOUNTABILITY
DATA
SUBJECT
RIGHTS
ELECTRONIC
COMMUNICATIONS
COOKIES
GDPR
LEGAL BASES
TRANSPARENCY
ePRIVACYCONSENT
SECURITY
MARKETINGDATA SECURITY

User
Browser
Publisher
SSP
DSP
Ad
Agency
Advertiser
Browser
User
Malware
Prevention
Analytics &
Safety
Consumer
Relations
Viewability Ad Server Creative
Consent
Management
Content
Management
Tracking
Prevention
Data Vendor
Data
Management
Anti-Fraud
Vendor
ACCOUNTABILITY
DATA
SUBJECT
RIGHTS
ELECTRONIC
COMMUNICATIONS
COOKIES
CONSENTGDPR ePRIVACY
LEGAL BASES
TRANSPARENCY
DATA SECURITY
MARKETING
SECURITY

What is the Transparency & Consent
Framework (TCF)?

Website.com
______________________
___Ad Space
Ad
Space
Ad
Space
Ad
Exchange
Ad
Tech
Ad
Tech
Ad
Tech
Ad
Tech
Ad
Tech
Ad
Tech
OK
Am I
disclosed?
Do I have
consent?
Who is
allowed to
receive data?
Ad
Tech
Am I disclosing
the right
information?

Website.com
______________________
___Ad Space
Ad
Space
Ad
Exchange
Ad Tech
Ad Tech
Ad Tech
Ad Tech
Ad Tech
OK
Global Vendor List (GVL)
- Name
- Privacy Policy Link
- Purposes
- Legal Bases
- etc.
CMP
____________
Ad
Space
Ad Tech
Standardised disclosure
Harmonised purposes
UI requirements
Standardised signalling
Ad Tech

User
Interface
TCF
Policies
Global
Vendor List (GVL)
TCF Technical
Specifications
IAB EUROPE TCF
v2.0
Decentralized Central Governance

• ~25% of all EU ad calls carry the TC String.
• ~ 550 companies signed up to adhere to signals
and policies
• ~ 180 companies developing “consent
management platforms”
• Google 2019 public commitment to integrate TCF
TCF ADOPTION

BENEFITS
TRUST
CHOICE
CONTROL
TRANSPARENCY
User Brands
AdTech Publishers

IMPACT
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libero. Diam ut venenatis tellus in metus vulputate. Odio pellentesque diam
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accumsan sit amet. Massa tincidunt nunc pulvinar sapien. Aliquam sem fringilla ut
morbi tincidunt augue interdum velit. Nibh sit amet commodo nulla facilisi nullam
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dictum non consectetur.
Privacy Policy

Danke Schön!
www.iabeurope.eu/tcf
sedefov@iabeurope.eu

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