IAB IAB Data Privacy and Consumer Consent 1 — Questions and Answers
Question 1: What does the IAB's Transparency and Consent Framework (TCF) govern?
- Ad creative approval workflows across publishers
- How publishers and vendors collect and process user consent for digital advertising in Europe (Correct answer)
- Measurement and attribution standards for digital campaigns
- Standards for sharing audience data between advertisers
Correct answer: How publishers and vendors collect and process user consent for digital advertising in Europe
The IAB Europe TCF provides a standardized way for publishers and the ad tech industry to obtain, record, and signal user consent under GDPR.
Question 2: What is a Consent Management Platform (CMP)?
- A platform for managing campaign creative approvals
- A tool that collects, stores, and communicates user consent preferences for data processing (Correct answer)
- A system for managing advertiser-publisher payment agreements
- A dashboard for monitoring data privacy regulation changes
Correct answer: A tool that collects, stores, and communicates user consent preferences for data processing
A CMP is a technology solution that presents privacy notices to users, captures their consent choices, and signals those preferences to the ad tech ecosystem.
Question 3: What is first-party data in digital advertising?
- Data purchased from third-party data brokers
- Data collected directly by a brand from its own customers and audiences (Correct answer)
- Data sourced from government public records
- Behavioral data collected by DSPs across multiple sites
Correct answer: Data collected directly by a brand from its own customers and audiences
First-party data is information a company collects directly from its own customers through owned channels such as websites, apps, CRM systems, and email lists.
Question 4: What does CCPA stand for?
- Consumer Content and Privacy Act
- California Consumer Privacy Act (Correct answer)
- Certified Consumer Protection Authority
- Commercial Content Publishing Agreement
Correct answer: California Consumer Privacy Act
CCPA stands for the California Consumer Privacy Act, a state law that grants California residents rights over their personal information held by businesses.
Question 5: What is the purpose of the IAB's Global Privacy Platform (GPP)?
- To set global CPM pricing standards for programmatic advertising
- To provide a single protocol for communicating privacy signals across multiple regulatory frameworks worldwide (Correct answer)
- To certify ad tech vendors as privacy compliant
- To replace GDPR with a single global privacy regulation
Correct answer: To provide a single protocol for communicating privacy signals across multiple regulatory frameworks worldwide
The IAB's GPP is a technical specification that allows publishers and CMPs to signal privacy and consent data across different regional privacy frameworks using a unified string.
Question 6: What does 'opt-in consent' mean in the context of digital advertising?
- A user who has not actively declined data collection
- A user who has actively and affirmatively agreed to have their data collected and used (Correct answer)
- An advertiser who has joined an advertising network
- A publisher who opts into a header bidding arrangement
Correct answer: A user who has actively and affirmatively agreed to have their data collected and used
Opt-in consent means a user has taken a clear affirmative action—such as checking a box or clicking 'I agree'—to allow their data to be collected or processed.
IAB IAB Data Privacy and Consumer Consent 1
What does the IAB's Transparency and Consent Framework (TCF) govern?