SiteTrust Becomes Registered Consent Platform Under IAB Europe Framework With CMP ID 519

SiteTrust received approval as a registered consent management platform under IAB Europe's Transparency and Consent Framework, with CMP ID 519, according to PRLog. The approval allows SiteTrust Consent to operate inside the framework that publishers and their technology partners use to record and pass on visitors' privacy choices. SiteTrust plans to launch in the United Kingdom before the end of 2026.

SiteTrust Consent and the IAB Europe Framework

SiteTrust Consent can now operate inside the framework that publishers and their technology partners use to record and pass on visitors' privacy choices. The Transparency and Consent Framework, launched in April 2018, is a cross-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 those 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 framework is developed by IAB Europe in collaboration with organisations and professionals in the online industry. It is intended to enable publishers of websites and apps, known as first parties, and technology partners that support the delivery, personalisation or measurement of advertising and content, known as third parties or vendors, to work together and provide users with a standardised experience when they make privacy choices. The framework enables users to grant or withhold consent and also exercise their right to object to data being processed. It includes minimum practical requirements that stem from guidelines of Data Protection Authorities and jurisprudence for informing users, providing them with privacy choices, and for respecting such choices.

"Europe set the bar for consent, and we wanted SiteTrust Consent measured against it," said Vinnie Fisher, Founder and CEO of SiteTrust. "IAB Europe's approval tells publishers and their technology partners that our consent records work inside the framework their industry already relies on. That is the foundation we need to bring SiteTrust to European websites, starting in the UK: find the hidden risks, fix them, and keep the proof."

IAB Europe has also released research on agentic advertising. It surveyed 50 ad executives across 44 markets and found that 58% expect agentic ad buying to scale within a year, according to Digiday. Larger firms with 501 or more staff are more advanced, with 86% using agentic systems, while smaller firms lag.

SiteTrust's UK Launch Timeline

The company said the approval of SiteTrust Consent is the first step in its expansion into Europe, starting with the United Kingdom. More information about the framework is available at IAB Europe's website.