What is TCF v2.3?
TCF (Transparency & Consent Framework) is the IAB Europe standard used to collect and transmit GDPR consent signals between publishers, CMPs, exchanges and buyers.
Version 2.3 introduces a mandatory “Disclosed Vendors” requirement within the consent string.
Under this update:
- Vendors relying on Legitimate Interest must be explicitly disclosed
- Users must be given the option to reject Legitimate Interest processing
- CMPs must correctly reflect this configuration in the consent string
The majority of consent strings in circulation are already on 2.3. However, publishers should verify their setup before the enforcement deadline.
What happens if you’re not compliant?
Starting March 1, traffic that does not pass a valid TCF v2.3 consent string may be treated as non-consented.
Potential impacts include:
- Reduced bid density
- Lower fill rates
- Decreased CPMs
- Overall EU revenue decline
Because monetization relies on valid consent signals, even configuration errors can have measurable performance impact.
What publishers should do now
To ensure compliance and protect EU demand, we recommend contacting your CMP provider and confirming the following:
- Your CMP is fully compliant with TCF v2.3
- Vendors relying on Legitimate Interest are properly disclosed
- BidMachine, IntentIQ and Brandmetrics are included in your CMP vendor list
In many cases, this update may require re-displaying the consent prompt to users to capture updated preferences.
Important note
BidMachine does not provide CMP services and relies on consent signals passed through your CMP. For configuration details, please reach out directly to your CMP provider. Taking action before March 1 helps ensure revenue continuity and protects access to EU demand.
