“We are still seeing major discrepancies in how ad tech companies are passing the IAB framework signals and we are still working on sorting out this with some SSPs and DSPs,” said Jakob Bak, Adform’s co-founder and CTO.
Many SSPs "are sending half-signals or customized consent signals,” said AppNexus product VP Steve Truxal. The IAB framework invalidates consent entirely if the field is incomplete or vendors are using different language.
Also, many publishers are gaining consent for their direct vendors but leaving out partners like measurement companies or DSPs, said Briian Wilson, Conversant’s senior director of media acquisition.
“But I think you’re going to see publishers iron out the wrinkles pretty quickly,” she said, as more of them gather consent via CMP and light up demand sources that have gone dark since GDPR.
Google’s framework benefits because it can transmit consent from inventory to buyer without intermediaries.
AppNexus saw Google’s DoubleClick Bid Manager (DBM) spend consolidate to the Doubleclick for Publishers SSP last Friday and over part of the weekend, Truxal said.
AppNexus worked directly with Google on a consent solution, he said, and managed to return DBM spend almost to pre-GDPR levels by the beginning of this week.
AppNexus has “technical and contractual agreements with Google” and was an early responder to Google’s vendor outreach, which helped it get a quick turnaround on its consent integration, Truxal said.
Google is working with some exchanges outside of the IAB Europe framework for alternative ways to pass consent, according to one Google source with knowledge of the integrations.
Until Google fully integrates with the TCF later this summer and until publisher adoption of the framework reaches critical mass, marketers may see lumpy campaign results since some ad tech bucket brigades will pass consent smoothly and others will break the chain and return non-personalized ads.