TCPF, the proposal with which IAB Spain wants to lead the new post-cookie era
Posted: Sun Jan 19, 2025 4:34 am
By Dalí Veliz
Marketing4eCommerce Editor
ANDThe digital advertising market is currently facing an era of imminent changes that directly affect one of the pillars of its business: third-party cookies , a tool that faces imminent extinction. These cookies allow advertisers and businesses to collect information about users, which can then be used in the distribution of their campaigns.
This, which has been seen by various groups as a violation of the privacy of each person's information, has motivated many technology companies to work on alternative solutions to these cookies. One of the main faces of this movement has been Google, with its FLoC project , which we have already discussed previously. However, on a more local level, a colombia business email database new proposal has emerged for this new advertising market without third-party cookies.
TCPF, IAB Spain's proposal to face the new post-cookie era
IAB Spain is a Spanish advertising association dedicated to the representation and development of the advertising market both within and outside the country. Being an association closely related to online advertising, the disappearance of third-party cookies poses a serious problem for its members.
For this very reason, it is developing its own proposal to rescue the digital advertising industry in this new era that prioritizes privacy. This proposal is called the Transparency, Consent and Privacy Framework, or TCPF , and consists of the creation of a universal ID for unregistered internet traffic , which will allow partially anonymous browsing for users.
Marketing4eCommerce Editor
ANDThe digital advertising market is currently facing an era of imminent changes that directly affect one of the pillars of its business: third-party cookies , a tool that faces imminent extinction. These cookies allow advertisers and businesses to collect information about users, which can then be used in the distribution of their campaigns.
This, which has been seen by various groups as a violation of the privacy of each person's information, has motivated many technology companies to work on alternative solutions to these cookies. One of the main faces of this movement has been Google, with its FLoC project , which we have already discussed previously. However, on a more local level, a colombia business email database new proposal has emerged for this new advertising market without third-party cookies.
TCPF, IAB Spain's proposal to face the new post-cookie era
IAB Spain is a Spanish advertising association dedicated to the representation and development of the advertising market both within and outside the country. Being an association closely related to online advertising, the disappearance of third-party cookies poses a serious problem for its members.
For this very reason, it is developing its own proposal to rescue the digital advertising industry in this new era that prioritizes privacy. This proposal is called the Transparency, Consent and Privacy Framework, or TCPF , and consists of the creation of a universal ID for unregistered internet traffic , which will allow partially anonymous browsing for users.