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  • TCF v2

5 mistakes to avoid when switching over to TCF v2

August 5, 2020 by Yannig Roth

Planning a transition to a new framework can be difficult. Changes like this don’t happen every day, so most brands and publishers do not have a playbook to hand. To help kickstart their transition, we wrote a previous blog post on how to make a successful transition to TCF v2. However, there are also some pitfalls that brands and publishers should work to avoid. As the switchover date looms closer, here we will explore some of the common mistakes made by  publishers and brands when switching over to TCF v2, and how to prevent them from happening. 








In summary, as the deadline approaches, make sure that you are not falling into any of these traps:


  • Failing to reconsider your CMP options when starting your transition
  • Failing to stick to the framework
  • Failing to register your CMP with the IAB if you are using an in-house CMP
  • Failing to look beyond TCF v2 when choosing a commercial CMP 
  • Failing to test enough



The 5 mistakes to Avoid 


1 - Failing to reconsider your CMP options when starting your transition


Your transition to TCF v2 starts with the right consent management. Therefore, now is the  time to take a closer look at the tool you currently have, and reassess if it is the right option to ensure compliance with the new framework. As a reminder, brands and publishers can only use IAB’s validated CMPs to join the framework which should come in consideration. 

Here are a few reasons to reassess your current CMP when switching over to TCF v2:


  • If you cannot find your current Consent Management Platform on the IAB list of validated CMPs. This means that the tool you are currently using is not compliant to TCF v2, therefore you will need to acquire a new one to join the framework.
  • You have been using an in-house CMP, however working on the necessary changes to make it compliant and be validated by the IAB may not be one of your priorities. If this is the case for you, you can reach out to a commercial CMP vendor that is already compliant like Didomi to fast track your transition.
  • You have not been fully satisfied with your current CMP functionalities and want to use this transition as an opportunity to find a solution that would not only help you be compliant, but surpass your expectations.


2 - Failing to stick to the framework


As mentioned earlier, adopting a validated CMP is the best way to be compliant with the new framework. TCF v2 does provide some flexibility, such as applying your own branding or including your own publisher purposes. But, for the most part, purposes, stacks, special features, prominence etc., are dictated by the framework. 


Of course, you can make some changes, however if you customise aspects of your commercial CMP interface in ways that may impact compliance, the IAB will require you register as a private CMP within the Framework.  In this instance, it will be considered that your commercial CMP is providing a “whitelisted” service and will be assigned a private CMP ID. 


All compliant CMPs have gone through IAB’s thorough process to be validated for TCF v2. This is to ensure you can comply with the framework and easily send consent strings. We recommend seeking guidance from your current CMP provider to confirm TCF v2 compliance. 


3 - Failing to register your CMP with the IAB if you are using an in-house CMP


If you are using an in-house CMP, you will need to register it with IAB Europe before going through a number of technical and policy checks using the CMP Validator and then returning the results to IAB Europe for verification that your CMP is compliant. 


These steps take time, and cannot be skipped. Given that we are only a few days away from the TCF v2 deadline, publishers and brands using a private CMP should already have completed these steps. If not, we would strongly recommend assessing options to acquire a commercial CMP, such as the Didomi CMP.


4 - Failing to look beyond TCF v2 when choosing a commercial CMP 


As you are probably aware by now,  the IAB maintains a list of validated CMPs on their website to help you choose a platform that is already TCF v2 compliant. However, when selecting a CMP, it’s important to bear in mind more than just compliance. This is fundamental to your choice but only one of the many boxes to check when choosing a consent management platform that is right for your business. 


Our recommendation is to build a list of the most important features you need, which could be, for example, performance, languages, formats, integrations, A/B tests. From there, you can build your list of requirements, and shortlist CMP vendors who can fulfil them.



5 - Failing to test enough


TCF v2 is becoming the prevailing standard in the online advertising industry, and is therefore how the different players expect to receive consent signals. To make sure everything runs smoothly by the deadline and that you can keep monetizing your sites, check that all your integrations are working and that your partners can receive consent signals. You may also want to perform a final review by your legal team. It is critical to iron out these final details before going live. Of course, we are here to help you.


How can Didomi Assist your TCF v2 transition?


We hope that these 3 part-blog series have been useful to help you plan your TCF v2 transition. Feel free to reach out to our team if you still have questions. We are here to help you assess your current situation and finalize your switchover to TCF v2. 


We also have a resource page that can be found here, including 2 past webinar sessions to walk you through the necessary steps to comply with this new framework before the August 15th deadline. Watch the replay here:


Download our checklist to keep track of the different steps to manage this transition. 


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