A legal basis is the lawful ground for processing data.
- What is a legal basis?
- What is a stack?
What is a legal basis?
There are two commonly used legal bases in the digital ecosystem that are supported by the TCF:
- Consent: the site owner or technology company asks the internet user’s consent or approval to process their personal data for one or more purposes,
- Legitimate Interest: The processing is necessary for the company’s legitimate interests and the interests are not overridden by the fundamental rights and interests of the data subject. This requires conducting a balancing test demonstrating that the legitimate interest is not overridden. If the company believes the user’s fundamental rights and interests do not override its legitimate interest, the company can process the user’s information without the need for consent provided that transparency has been provided over the purposes, and the user has been informed of their right to object to such processing. When a user objects to the processing, the vendor must stop processing the personal data. Set up purposes and stacks in Quantcast Choice
Data Protection Authority (DPA) guidelines require a user to be able to view all purposes before giving consent. The default recommended stacks allow the user to view all purposes within the Quantcast Choice CMP without having to scroll, providing a better user experience and potentially resulting in a higher consent rate. The recommended stacks cover all 10 purposes for consent, 2 special purposes, features and special features. A stack is a grouping of purposes. To learn more, please see the IAB TCF v2.0 documentation.
What are the purposes defined by the TCF?
The TCF purposes reflect the operations performed by a site owner or a technology vendor with the personal data of the user.
There are 10 purposes and 2 special purposes:
- Purpose 1: Store and/or access information on a device
- Purpose 2: Select basic ads
- Purpose 3: Create a personalized ads profile
- Purpose 4: Select personalized ads
- Purpose 5: Create a personalized content profile
- Purpose 6: Select personalized content
- Purpose 7: Measure ad performance
- Purpose 8: Measure content performance
- Purpose 9: Apply market research to generate audience insights
- Purpose 10: Develop and improve products
- Special purpose 1: Ensure security, prevent fraud and debug
- Special purpose 2: Technically deliver ads or content
What is a stack?
To reduce the number of purposes to be disclosed to the user it is possible to group purposes into Stacks, with their own concise standard description.
Quantcast Choice provides both recommended default stacks as well as the ability to customize your own. Apart from purpose 1, the publisher has 2 options - use the Choice “default recommended stacks” that will cover all 12 purposes (the default legal basis will be Vendors’ primary legal basis for the vendors that are selected in the vendor list (default is the entire vendor list)).
Advanced users can configure "Publisher Restrictions", by clicking the CONFIGURE RESTRICTIONS link. This allows you to restrict the legal basis for purposes 2 - 10 under which the vendors can operate.
CONFIGURE RESTRICTIONS opens a new modal dialog where you can select the relevant purposes and apply a legal basis restriction by forcing (select) either consent or legitimate interest on a purpose by purpose basis. We show a warning symbol if a restriction is applied but the purpose selection is hidden.