AdFixus joins IAB Europe’s Transparency and Consent Framework (TCF) and expands into Europe

AdFixus joins IAB Europe’s Transparency and Consent Framework (TCF) and expands into Europe

15^th May, 2025

Today, AdFixus announced their approved status as the latest vendor to join IAB Europe’s Transparency and Consent Framework v2.2 (TCF).

The TCF, which was launched in April 2018, is across-industry voluntary standard that relies on standardisation to facilitate compliance with certain provisions of the ePrivacy Directive and the GDPR. It applies principles and requirements derived from these two legislative instruments to the specific context of the online industry, taking account of relevant EU-level guidance from the EDPB and national level guidance from Data Protection Authorities.

The TCF is developed by IAB Europe in collaboration with organizations and professionals in the online industry. It is intended to enable publishers of websites and apps (first parties) and technology partners that support the delivery, personalisation or measurement of advertising and content (third parties or vendors) to work together and provide users with a standardised experience when they make privacy choices.

The TCF enables users to grant or withhold consent and exercise their ‘right to object’ to data being processed. It includes practical requirements for informing users, providing them with privacy choices, and for respecting such choices.

"We’re proud to mark this pivotal moment in AdFixus’ journey as we expand our presence into Europe and achieve IAB TCF approved status. This milestone reflects our unwavering commitment to privacy-first innovation and regulatory compliance. As we scale globally, our mission remains clear: to empower businesses with ethical, consent-driven solutions that build trust and deliver results." Marko Markovic, CEO, AdFixus

AdFixus Expansion

“We have been investing in Europe and now are pleased to announce the hiring of Sasha Auzins to lead sales efforts in the region. Sasha brings a wealth of experience in this area and has a great view of the landscape and future direction of the industry. He is a trusted voice and can help consult on the problems you are facing and solutions to work on together.”

“With our expansion into Europe, we are looking to unlock new opportunities for brands, publishers, and agencies to future-proof their identity and audience strategies in a privacy-first world. With the existing privacy legislation in place, combined with our success with publishers and brands in Australia, we believe that this is an ideal time for us to expand.” Markovic stated.

About AdFixus

AdFixus is a privately held company that excels in balancing relevancy with privacy. It offers a deterministic identity solution that works across domains, removing duplication and eliminating reliance on third-party cookies and probabilistic identifiers. With a focus on high-value segments, AdFixus ensures privacy through clean room data matching and real-time event-based attribution. Compliant with stringent privacy standards, AdFixus safeguards both consumers and businesses alike and helps ensure compliance with global privacy requirements. For more information, visit www.adfixus.com | sales@adfixus.com

For more information about the TCF v2.2, visit https://iabeurope.eu/transparency-consent-framework/

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