Kameleoon widens privacy options by joining IAB Europe’s Transparency and Consent Framework (TCF)

As part of its ongoing focus on consumer privacy and meeting client needs around consent, Kameleoon has achieved approved status from IAB Europe’s Transparency and Consent Framework (TCF) version 2.0, demonstrating that it complies with its specifications and policies. IAB Europe is the European level association for the digital marketing and advertising ecosystem.

1 What is the Transparency and Consent Framework (TCF)?

IAB Europe’s Transparency and Consent Framework (TCF) is designed to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.

The Framework was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. The TCF:

• Provides transparency to consumers about how, and by whom, their personal data is processed.
• Enables users to make more granular choices on how their data is processed.
• Allows vendors engaged in programmatic advertising to know ahead of time whether their own and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes.

Through the Framework, publishers can continue funding themselves through relevant online advertising, and brands can continue to reach their audiences. All while consumer privacy is protected.

2 Why has Kameleoon joined the Transparency and Consent Framework?

Built around the strongest privacy safeguards, Kameleoon’s platform has always focused on openness and transparency when it comes to handling consumer data and achieving compliant consent management.

Flexible user consent management

Our unique flexible user consent management feature enables clients to apply their consent management policy, adapted to every type of experiment that they carry out. This balances the twin needs for privacy and personalization. Read more on our user consent management feature in this in-depth blog post.

Compliance with GDPR, CCPA and HIPAA

By default, Kameleoon only uses and stores anonymous browsing data, ensuring it is GDPR compliant while still delivering experimentation and effective personalization. We are also compliant with key legislation such as the California Consumer Protection Act (CCPA) and the United States Health Insurance Portability and Accountability Act (HIPAA).

Strong presence in the media sector

The TCF aims to help media companies to seamlessly manage consumer consent around privacy. Kameleoon is a significant provider of A/B testing and personalization solutions to the media sector, with major brands such as Mumsnet, Welt, France TV, Le Figaro, Canal +, Axel Springer, and L’Equipe relying on our technology to deliver a high-quality, personalized experience to their online visitors, boosting engagement, subscription and revenues.

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We’re continually developing our platform to support all clients when it comes to compliance. The IAB Transparency and Consent Framework is a standard in the media industry and joining it is part of our commitment to transparency, building on our recent announcements around flexible consent management. Our TCF approval helps our growing range of international media clients to ensure seamless compliance around privacy and consent.”

Frédéric De Todaro

Chief Product Officer, Kameleoon

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3 How Kameleoon works with the Transparency and Consent Framework

The IAB Europe framework defines a set of common purposes (e.g. “Information storage and access” or “content personalization”) and holds a list of registered third-party vendors, such as Kameleoon. Vendors are responsible for providing up-to-date information on the purposes for which they collect and process personal data, the features they rely on in pursuit of such purposes, and the requirements regarding accessing a user’s device. The framework also defines general guidelines on collecting consent and sharing information.

The main goal of the TCF framework is to provide a standardised process for getting users’ informed consent for each purpose and what the level of consent required for each is (consent required, legitimate consent, or both).

With Kameleoon flexible consent management, our customers that have implemented the IAB Transparency and Consent Framework on their websites will be able to use a third option we provide for setting TCF compliance for both A/B testing and personalization. When the option "Consent is provided by IAB TCF" (instead of "consent required" or "consent not required") is selected from our drop-down list, Kameleoon will automatically read the consent provided by visitors for each purpose from the website consent management banner or popin. This means that only visitors who have given explicit consent will be targeted with relevant personalizations through Kameleoon. A full audit trail is provided as part of Kameleoon’s ongoing operations.

Example of consent management pop-in with IAB TCF implemented.

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To find out more on Kameleoon’s approach to compliant consent management, watch our joint webinar with Usercentrics on How to successfully balance data privacy & Consent Management in A/B testing and personalization.