IAB Europe TCF 2.2 — EU Programmatic Advertising Consent Requirement

constraint.iab-tcf-2-2-eu-programmatic-advertising ↗

IAB Europe Transparency and Consent Framework version 2.2 (effective April 2023, GVL v3) removes legitimate interest (LI) as a valid legal basis for advertising purposes 3–6 in the EU: ad delivery, ad personalization, ad measurement, audience research, and product development at the advertising layer. Consent is now the only permissible basis at CMP registration level for these purposes. CDPs exporting audiences to EU programmatic destinations (DV360, The Trade Desk, Amazon DSP) must enforce per-vendor, per-purpose consent filtering at the audience-export stage — before segment delivery, not after.