SmartFrame joins IAB Europe’s Transparency & Consent Framework


Press release

Approved status as a registered vendor bolsters both organizations’ aims to secure the future of digital advertising in a privacy-first future.

London – October 18, 2022: SmartFrame Technologies is delighted to announce its approved status as a registered vendor on IAB Europe’s Transparency and Consent Framework (TCF).

The TCF is a collaboration between IAB Europe and organizations and professionals in the digital advertising industry. It was launched in April 2018 with the aim of providing complete transparency around compliance with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive.

The announcement follows the recent launch of SmartFrame’s in-image contextual advertising system and will help the company to forge ahead in its mission to provide advertisers with a cookie-free way to accurately reach audiences, while simultaneously providing publishers and image creators with a new income stream by distributing ad revenues more fairly.

TCF-approved status certifies that members adhere to regulations when processing personal data, and when accessing or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers, and other tracking technologies. This provides a way to ensure all parties in the advertising chain are working in accordance with the law.

The potential benefits are multiple. Consumers can see who is processing their data and how, while vendors in the programmatic advertising space can know in advance whether or not they and their partners are allowed to process personal data for advertising purposes.

Gregor Smith, SmartFrame’s Head of Global Advertising Sales, says: “We are delighted to be added to the IAB Europe Transparency and Consent Framework in recognition of our privacy-first approach to digital advertising. With third-party cookies soon to disappear, there has been great speculation about what the future holds. This framework provides the industry with the peace of mind it needs in these uncertain times.”

SmartFrame is an image-streaming platform that’s redefining online image display and contextual advertising. This revolutionary technology allows publishers to source and embed high-quality images for free, while also helping content owners and brands to protect their assets and present them in the best possible way. At the same time, it is possible for all parties to benefit from a unique, cookie-less, contextual in-image advertising system.

Such technology feeds perfectly into the ultimate goal of the TCF, which is to ensure that publishers can continue funding themselves through digital advertising; advertisers can continue to reach their audiences; and consumers can rest assured their privacy is being protected.

SmartFrame’s addition to the Framework further bolsters IAB Europe’s mission to raise the standard and trust in digital advertising across Europe.


About IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of national IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.

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About SmartFrame Technologies

Founded in 2015, SmartFrame Technologies is a London-based software provider with an aim to redefine the digital image standard. Its SmartFrame platform allows content owners and brands to protect their assets and present them in the best possible way, while also allowing publishers to source and embed high-quality images, and for everyone involved to generate new revenue streams by way of in-image advertising.

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For press enquiries, please contact:

SmartFrame Technologies Ltd

Gregor Smith +44 (0) 7877 408 760/