TCF 2.0 on board: Yieldlab and Eat Smarter successfully launch programmatic marketing with the new IAB transparency and consent standard

Hamburg, August 13, 2020. Yieldlab, leading sell-side platform provider from the virtual minds group, and Eat Smarter, publisher and marketer of the online portal of the same name for healthy eating, have successfully entered the programmatic media marketing market with the new TCF 2.0 standard.

Version 2.0 of the IAB Europe framework, which will be applied from August 15, 2020, gives consumers even more transparency and control over the processing of their data in the context of data-based marketing. This applies in particular with regard to data processing activities and purposes as well as the relevant processing of personal data.

Yieldlab made its SSP compatible with TCF 2.0 several weeks ago to ensure that the necessary user consents are provided and passed on to the relevant interfaces of SSPs, DMPs, DSPs and other participating systems such as consent management platforms (CMP) throughout the entire programmatic value chain in line with requirements and has been actively testing this with numerous publishers ever since. Together with ADITION technologies (ADITION Adserver and Active Agent DSP) and The ADEX (DMP), the entire adtech stack of the virtual minds group has thus achieved TCF 2.0 compatibility.

Yieldlab’s first media house partner, with whom the Hamburg-based programmatic specialists have already successfully entered programmatic media marketing with the new Consent Standard in regular operation, is Eat Smarter. The digital market leader for healthy nutrition has been marketing its TCF 2.0-compliant inventory via Yieldlab since May, using a CMP solution from Sourcepoint. And with great success: “Nutrition and health are very personal and sensitive topics. In this respect, the trust of our community is an important asset – especially when it comes to data protection. That’s why we decided to take a pioneering role in this area and, instead of just complying with legislation, go one step further and choose the solution that will become standard in the next 12 to 24 months anyway,” explains Joshua Wilm, Head of Online and Programmatic at Eat Smarter. “Both our business partners and our users, whose consent rate has exceeded all expectations at over 95%, have given us nothing but positive feedback so far. We are all the more pleased that the early switchover has also had a positive impact in the double-digit percentage range on the programmatic revenue we generate via Prebid. This gives us a major competitive advantage, especially with advertisers who value high-quality inventory and high user acceptance for data-based marketing.”

Dirk von Borstel, CEO of Yieldlab, emphasizes: “Yieldlab’s early switch to the TCF 2.0 standard underpins our understanding of innovation and quality and was a decisive step for us in strengthening programmatic media marketing and its successful further development. In this way, we not only secure high-quality monetization potential for the media companies’ inventories, but also give them legal certainty with regard to the data protection-compliant use of data for the sustainable refinement of their media.”