IAB Transparency & Consent Framework 2.2 FAQ

The IAB TCF version 2.2 is an industry-standard framework that ensures GDPR compliance by capturing and transmitting user consent signals across the ad tech ecosystem. It empowers EU users to make granular choices about how their data is used for targeting, measurement, and more.

For campaigns in the EU or unknown regions, Lucid requires explicit consent for digital measurement purposes as defined in the framework. Without this consent, impressions will be rejected and not included in your measurement data.

As a measurement company, Lucid must ensure that any data processed from EU users complies with GDPR. Using IAB TCF 2.2 allows us to:

• Maintain compliance across the digital ad supply chain

• Validate that the measurement is only performed on opted-in users

• Align with major DSPs, publishers, and platforms like Google and Amazon

Yes. Both Lucid and Cint are registered vendors under TCF 2.2. If you are using our standard Lucid Measurement or custom measurement products, you are utilizing the Lucid tag and should use the Lucid vendor ID. The Cint vendor ID will eventually be phased out as connect is deprecated.

• Lucid vendor ID: 508

• Cint vendor ID: 734

• Lucid's listing on IAB Europe

If you are running ad campaigns in the EU, opting out of IAB TCF 2.2 will result in unmeasurable impressions, as impressions without valid consent will be discarded. Lucid will not process impressions without appropriate GDPR signals.

If a publisher or platform uses a CMP that does not support TCF 2.2, Lucid will not be able to receive or verify consent. This limits feasibility, and impressions from that partner will be dropped from the measurement pipeline.

Yes, Lucid uses the following IAB macro string for EU measurement:

gdpr=${GDPR}&gdpr_consent=${GDPR_CONSENT_508}

Lucid only processes impressions that:

• Contain a valid TCF 2.2 consent string

• Includes consent for purposes 1, 7, 8, and 9

  • 1: store and/or access information on a device

  • 7: measure advertising performance

  • 8: measure content performance

  • 9: apply market research to generate audience insights

If **any required purpose is missing**, the impression is rejected.

**S2S (server-to-server):** we assume consent if GDPR fields are not explicitly present but are implied by the upstream partner.

We strongly recommend keeping the TCF 2.2 macro string in the tag for all ad campaigns, even if they run outside the EU.

Consent signals travel through the ad bid stream via CMPs. When present, they tell Lucid:

“This user has consented to targeted advertising and measurement. It is safe to process their impression.”

A special flag in our system reads these macros to determine whether each impression is "consented."

Key changes from TCF v1 to v2 (and now v2.2) include:

• More granular user control (over individual purposes and vendors)

• Updated purpose definitions (e.g., market research is now purpose 9)

• Requirement for vendor registration

• Additional signal fields such as:

  gdpr=${GDPR}&gdpr_consent=${GDPR_CONSENT_508}

• A requirement to check for special purpose 1 in some cases (e.g., fraud prevention)

• Ensure that your publishers and platforms are TCF 2.2 compliant

• Make sure the correct GDPR macro string is in your tracking tags

• If you are targeting EU users, do not remove macros

• If you're unsure about your campaign scope, keep the macros in place

Please share this document with your technical teams, and feel free to reach out to your account representative with any questions.