TCF Canada for Advertisers & Agencies

Advertisers like publishers, are website operators that have a direct relationship with end users. This relationship can be via website, app or other content. Where digital advertisements are displayed or user information is collected and used for digital advertising, measurement and analytics, or content personalization then the operator is required to capture user consent preferences and make sure that the consent signal is shared across the ecosystem of vendors that the website operator is working with.

Advertisers must read and follow the TCF Canada Policy, specifically Policy that relates to the user interface that ensures a consistent presentation of the purposes for which the vendors they wish to work with may process personal data based on a user’s visit to the publisher’s website, app or other content.

Website operators need to select a CMP that provides a consent solution that meets their specific needs. Alternatively, website operators can choose to become a CMP and build their own consent solution.

The development of a consent solution is not a simple task and requires developers with advanced skills in JavaScript, reading/writing of cookies, network configuration and the differences between browsers, especially around security setting defaults and responsive UX rendering. CMPs must also respond quickly to changes in IAB Canada TCF specifications and TCF Policy. They must also pass the annual CMP validation test that ensures compliance with TCF Canada specifications and TCF Canada Policy. The CMP validator will be made available in Q1 of 2023.

For more on Consent Management Platforms, visit our Spotlight on Consent Management Platforms Resource Page