The General Data Protection Regulation (GDPR) (Regulation (EU) 2016/679) is a set of laws by which the European Parliament, the Council of the European Union and the European Commission enacted to strengthen and unify data protection for all individuals within the European Union (EU).  VRTCAL’s SDK and marketplace provide compliance requirements as a Processor to our Publishers. As part of that compliance, VRTCAL is an IAB EU Vendor.

The Transparency Consent Framework (TCF), which was launched in April 2018, is designed to help all parties in the digital advertising chain to 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.

TCF was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed and enables users to choose which companies can access their personal data. Moreover, TCF enables vendors engaged in programmatic advertising to know whether their own and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes.