Vendors: Non OpenRTB

How does the TC String apply to non-OpenRTB situations?

• Many requests for ad serving will include the TC String.
• Some requests will be sent to vendors without a TC String, such as: publishers not implementing a CMP, server-initiated server-to-server data transfers such as syndication or CRM onboarding, and consumer opt-outs from centralized privacy pages such as AboutAds.info.
• When a visitor visits a publisher page with a CMP implemented, the first JavaScript that loads should be the CMP.js library. First time visitors are presented with a UI that offers choices to the user, which are then stored in a TC String. Return visitors need not see the UI again, and any associated TC String may be updated if the user changes any preferences.
• Tag management containers should integrate CMP code. In addition to enriching ad calls, a CMP should also support calling a third-party tag management container that will handle robust tag logic already implemented on behalf of the publisher.
• Syndication for buy-side DMPs centralizes marketing information associated with pseudonymous IDs, which enables marketers to improve their media planning, syndication and cross-vendor reporting.
  • Syndication of audience segments is often initiated by a marketer ruleset to send information from the DMP to take-action systems (DSP, DCO, Site Optimization, etc.).
  • For GDPR purposes, the DMP maintains a server-side consent store that maintains the most recent consent state associated with its pseudonymous IDs. This server-side store is also useful for maintaining the audit log of signals received.
  • Because the TC String maintains the current consent state for all vendors, the DMP can send only pseudonymous IDs with consent state=1 to recipient vendors.