26 August, 2020

Stringing You Along the TC String 🧶

We interrupt your new knitting hobby to bring you the IABs latest user consent parameter for TCF2.0.

Hey there smartx-ers,

September is already month nine of the longest shortest year of our lives. Whether you’ve become a professional baker, a Netflix fanatic, or a stay-at-home dog mom during this period, we can all agree that thanks to technology, pants are not necessary to make the world go round. 

Well, here’s the latest backend release (no pantsless puns in this sentence 😉)!

Image of a dog sitting behind a laptop. The dog is wearing glasses, a shirt, and a necklace. Copy reads, I am also working without pants.

Stringing you along the TC String 🧶

We’ve been busy homebodies making sure we are up to date with the IAB’s latest initiatives. Earlier this year, we released support for the second version of the Transparency & Consent Framework (TCF 2.0) and continue to stay updated with the latest IAB standards.

Our most recent adoption is a new parameter and two new macros introduced by the IAB to be placed into URLs where the Transparency & Consent String (TC String) should be included. As soon as a user gives consent on a publisher’s page, the integrated CMP creates the TC String and the publisher forwards it to technology providers like smartclip, and we pass it along down the line towards DSPs and other vendors. Sounds GDPR-ific to us! 

The IAB’s new parameter, “&gdpr_consent=”, as well as our old parameter, “&consent=”, may be used by our partners to forward the TC String to smartx.

The first new macro, “${GDPR_CONSENT_<vendor-id>}”, should be included in our partners’ URLs so that smartx can replace the macro with the TC String and pass it downstream. 

The second macro, “${GDPR}”, may also be included to indicate whether GDPR applies. In this case, smartx will replace the macro with 1 if GDPR applies for a certain request or a 0 if it does not.

After that, we bid the TC String farewell as it continues its journey. 

Yours in smartx updates and discovering new indoor hobbies,

smartclip Product Marketing Team

Nicole is the Commercial Product Manager for smartclip Europe, bringing 8 years of adtech and digital marketing experience. A US native turned Dutch expatriate, Nicole’s programmatic journey includes publisher account management in the Benelux and Nordic regions, digital marketing strategy for media agencies, as well as product marketing for a pan-European audience. An explorer at heart, Nicole loves to travel and experience new cultures and cuisines.

Nicole Gallegos
Commercial Product Manager