IAB Data Privacy and Consumer Consent Flashcards

What does the IAB's Transparency and Consent Framework (TCF) govern?

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.

What is a Consent Management Platform (CMP)?

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.

What is first-party data in digital advertising?

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.

What does CCPA stand for?

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.

What is the purpose of the IAB's Global Privacy Platform (GPP)?

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.

What does 'opt-in consent' mean in the context of digital advertising?

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.