
The IAB, Interactive Advertising Bureau, is the leading trade association representing over 600 communications and advertising companies in the US and EU.
With the release of version 2.2 of its Transparency and Consent Framework (TCF)—now required by Google and the digital advertising industry for continued monetization—several important changes have been introduced:
- Removal of legitimate interest as a legal basis for advertising and content personalization: Providers must now use explicit user consent as the only legal basis under the TCF.
- Clearer user information: Purpose and feature names and descriptions have been rewritten for clarity. Legal jargon has been replaced with plain language and practical examples.
- Standardized provider information: Advertising providers must supply additional, standardized details about how they handle data so it can be shown to end users.
- Transparency on the number of providers: CMPs (Consent Management Platforms) are now required to tell users from the very first screen how many providers are seeking consent to process data.
You can find the full updated policy details at the IAB Europe website (see here) and a detailed overview of these changes (here).
Why Does This Change Matter?
If you don’t comply with TCF 2.2, your sites can be excluded from monetization through Google AdSense and related networks.
My Agile Privacy and the New IAB Framework (TCF 2.2)
Starting from version 2.1.0, My Agile Privacy offers native and certified integration with IAB’s TCF 2.2 and Google’s consent requirements for all Top, Top Plus, and Reseller plans.
(IAB list, Google's certified CMPs)
Integration is simple—just enable the relevant option in your WordPress admin panel.
If you already use Google AdSense, Admob, or Ad Manager, you only need to update to My Agile Privacy v2.1.0+ for instant compliance with IAB TCF 2.2—no extra manual work required, and no risk to your ad earnings or GDPR compliance.
My Agile Privacy integration adds a new tab (see below) to your cookie banner, clearly called “Advertising Preferences,” so users can review and set consent for IAB's advertising purposes and vendors before making a choice.
Just enable the option in your admin panel:
No additional work required—your website is GDPR and IAB Framework compliant out of the box!
What is the IAB Framework and How Does It Relate to the GDPR?
The IAB Framework provides a standardized system for publishers, advertisers, and consent management platforms to work together. It makes GDPR compliance easier by giving everyone a consistent way to communicate and respect visitors’ consent choices.
By serving as this “consent language,” it allows only what users explicitly agree to—matching the requirements of European regulators for valid consent.
What is Google Additional Consent Mode?
My Agile Privacy supports Google’s Additional Consent Mode (Google AC), which enables consent for Google ad tech vendors not yet included in IAB TCF 2.2.
Still using an old cookie banner?
Important: Cookie banners not updated to the new TCF 2.2 standard may cause you to lose monetization.
Update to My Agile Privacy NOW!