WTF just happened to the IAB Europe’s TCF — and what does it mean for targeted ads in the EU?

You’ve seen the headlines: “The TCF is illegal.” “RTB ruled unlawful.” But as usual in advertising, the truth is less clickbait, more caveat.

What did happen is this: Belgium’s Court of Appeal finally weighed in on the long-running saga around the Transparency and Consent Framework — the industry’s de facto permission slip for tracking-based advertising in the European Union. Depending on who you ask, the ruling was a win for privacy, a loss for business or just more fuel for a fight that’s far from over. One thing’s clear: it didn’t end the debate — it sharpened it.

Still parsing it all? We’ve got you. Here’s what actually happened, and what it means for Google, Amazon, IAB Europe and just about everyone else in the tracking-based ad economy. 

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