Klaro! and the new Google requirements for CMPs (TCF 2.0)
2023-12-07 Andreas Dewes
Google recently introduced new guidelines for Consent Management Providers (CMPs), which should ultimately force CMPs to implement the Total Consent Framework (TCF). If the requirements of this framework are not met, publishers can no longer display tracking-based advertising on their websites. We have received a number of inquiries on the subject, so here is a short blog article explaining our position.
Will Klaro! implement the requirements?
In general, the requirements are not technically difficult to meet, but they do require some adjustments to Klaro. In addition, all CMP providers must register with the Interactive Advertising Bureau (IAB) and pay an annual fee of around €1,600. The IAB is a non-profit organization with close ties to the advertising industry.
We have so far been reluctant to make the necessary adjustments to Klaro as we do not consider the entire TCF framework to be data protection compliant. In our view, it is not possible for users to give their informed consent to tracking by potentially hundreds or thousands of providers. However, this is exactly what the TCF framework requires. For us, the framework is therefore not privacy-friendly and, in our view, is primarily aimed at shifting data protection risks from the advertising industry to publishers/website operators and CMP providers.
Even if we were to implement the requirements, they could only be used in the hosted version of Klaro, as the TCF framework is not open source friendly.
As of today, Klaro is therefore not planning to implement these requirements.
What does this mean for my website?
If you do not use Google advertising technologies on your website (e.g. Google Ads), this development has no impact. You can continue to use Klaro and thus obtain consent from your users in a data protection-compliant and privacy-friendly manner. You can also continue to use other Google technologies such as Google Maps or the Google Tag Manager in combination with Klaro.
If you use Google advertising on your website, you can also continue to use Klaro, but you will probably only see non-personalized ads. This can also affect the monetization of your website. Klaro is not the appropriate CMP in this case, you should choose a commercial alternative.
Do you have any questions?
If you have any further questions, please write to us at firstname.lastname@example.org, we are always there for you!