Show Menu

IAB TCF Support in Audience Manager

Adobe provides you with the means to manage and communicate your users' privacy choices through the Opt-in functionality and through IAB Transparency and Consent Framework (TCF) support. This article works together with the documentation to help you understand the IAB TCF and how it works together with Adobe’s Opt-in object and your Consent Management Provider (CMP). To learn more about the IAB, please see their Web site at

First Step: Understand ECID’s Opt-In

To understand how to work with the IAB TCF, you must first understand Opt-in functionality, which is part of the Experience Cloud ID Service (ECID) library. If you are not familiar with how Opt-in works, please see this helpful article first. You should also review the Opt-in documentation . Once you have gone through those resources, return to this page and continue.

The Audience Manager Plug-In for IAB TCF

Now that you have at least a basic understanding of how Opt-in works, Audience Manager can layer onto it IAB Transparency and Consent Framework (TCF) support, which is done via a plug-in into the Opt-in object.
The Audience Manager plug-in for IAB TCF extends the functionality of Opt-in, and enables AAM customers to evaluate, honor, and forward user privacy choices to downstream partners in accordance with IAB TCF. It provides a standard that data controllers (that’s you as an Adobe customer) and vendors (DMPs, DSPs, SSPs, Ad Servers, etc.) can use to understand consent across the consent landscape.

Enabling IAB TCF

Enabling IAB TCF is easy if you are using Adobe Experience Platform Launch, as it is a simple checkbox, as shown in the short video below:

Alternatively, if you are not using Launch, you can use isIabContext=true to enable it when you instantiate the Experience Cloud Visitor. This initiates the IAB flow, I.e. adds another step to consent gathering, using the IAB TCF to query for the IAB TCF consent string and provides it back to Opt-in, which in turn then communicates with the Experience Cloud solutions.

Opt-in: Translating between IAB and Adobe Solutions

One of the benefits of using the IAB TCF is that the standard purposes listed above probably give the end user more of an idea of what they are approving than a list of Adobe solutions. End users might not know what it means to “approve” Audience Manager or Target, but “Storage and access information” or “Personalization” is probably easier for them to understand and select.
In order for Audience Manager to be approved (I.e. In order for the translation of IAB purposes for Opt-in to give AAM a “yes” vote), purposes 1, 2, and 5 above have to be given consent from the end user. If any of these are not approved, AAM will not execute pixel fires or set cookies. It’s also good to know that many customers simply choose to provide the end user with an “all or nothing” UI, which would, of course, allow or disallow use of Audience Manager (and the other Experience Cloud solutions).
There is some great information in the documentation about how the Audience Manager Plug-In for IAB TCF flow applies to both Publisher and Advertiser use cases.


In the video below, see how cookies and beacons from ECID and solutions are affected by the IAB user choice selections.