Axis is proud to announce its approval as the new vendor in IAB Europe’s Transparency and Consent Framework (TCF) v2.2, reinforcing its commitment to data privacy, user choice, and industry best practices.

Launched in April 2018, the TCF is a cross-industry voluntary standard designed to help companies comply with key provisions of the ePrivacy Directive and the General Data Protection Regulation (GDPR). Developed by IAB Europe in collaboration with leading organisations and professionals across the digital ecosystem, the framework enables a consistent, transparent experience for users making privacy choices online.

The TCF empowers users to grant or withhold consent and exercise their right to object to the processing of personal data. It introduces practical minimum requirements - based on guidance from the European Data Protection Board (EDPB) and national authorities - for how companies should inform users, present consent choices, and respect those decisions throughout the ad delivery chain.

By joining the TCF, Axis ensures that its technologies align with the most current privacy standards and provides publishers, advertisers, and end users with a trusted, compliant framework for handling personal data in the programmatic advertising process.

"Joining IAB Europe’s TCF v2.2 is a meaningful milestone for us. We believe in a transparent, user-first approach to advertising, and this step further reinforces our dedication to responsible data use and strong partnerships across the digital supply chain." - Ann Tarasewicz, CEO, Axis