How the TCPF will work
Posted: Sun Jan 19, 2025 4:34 am
As Lekaroz explains, “TCPF is conceived as an identification solution for unauthenticated traffic, something that most proposed solutions for phasing out third-party cookies do not allow. The flow starts at the CMP (tools that collect user consent) where the user gives consent for the generation of a pseudo-anonymous universal identifier. The user is then redirected to a separate central domain where the random ID is generated in the form of a first-party cookie and then returned to the local domain where the ID is synchronized. A data controller needs to be designated for the central domain.”
As we mentioned earlier, this solution consists of creating a universal identifier for users not registered on the website. This identifier, a first-party cookie, is generated in a central domain to which the user is sent after clicking “accept” on the local domain’s consent management platform. Once this is done, the user is sent back to the destination website. In this way, advertisers will be able to continue recovering data on interaction with their campaigns through these universal identifiers, without directly accessing user data. The identifier generated will be unique among all platforms that use TCPF.
As Innotech explains: “The central portal will allow users to colombia business email database manage their privacy by knowing which platforms and technological solutions have their identifier, where they obtained consent and for how long. The user will be able to change any of this data at will . ”
The process may seem a bit confusing, however, let's remember that it is still in the development process and several aspects of its operation need to be finalized. Likewise, Innotech has shown that this solution will offer many advantages to the market, such as those highlighted below:
Integration and availability: TCPF offers easy integration because it is based on TCF technology, the most widely used consent management tool in Europe. It will also be available to any type of business, regardless of its size or sector.
Greater privacy and broader response: By working with unauthenticated traffic, this tool does not require prior registration on the sites, which offers a greater reach for campaigns. It also provides greater security for users, giving them the power to manage their privacy settings.
A native solution: Finally, this solution is being developed natively within the advertising ecosystem. This means that the tool will focus on supporting industries in the sector to achieve the objectives they set.
As we mentioned earlier, this solution consists of creating a universal identifier for users not registered on the website. This identifier, a first-party cookie, is generated in a central domain to which the user is sent after clicking “accept” on the local domain’s consent management platform. Once this is done, the user is sent back to the destination website. In this way, advertisers will be able to continue recovering data on interaction with their campaigns through these universal identifiers, without directly accessing user data. The identifier generated will be unique among all platforms that use TCPF.
As Innotech explains: “The central portal will allow users to colombia business email database manage their privacy by knowing which platforms and technological solutions have their identifier, where they obtained consent and for how long. The user will be able to change any of this data at will . ”
The process may seem a bit confusing, however, let's remember that it is still in the development process and several aspects of its operation need to be finalized. Likewise, Innotech has shown that this solution will offer many advantages to the market, such as those highlighted below:
Integration and availability: TCPF offers easy integration because it is based on TCF technology, the most widely used consent management tool in Europe. It will also be available to any type of business, regardless of its size or sector.
Greater privacy and broader response: By working with unauthenticated traffic, this tool does not require prior registration on the sites, which offers a greater reach for campaigns. It also provides greater security for users, giving them the power to manage their privacy settings.
A native solution: Finally, this solution is being developed natively within the advertising ecosystem. This means that the tool will focus on supporting industries in the sector to achieve the objectives they set.