SeersAi

The IAB Transparency and Consent Framework (TCF) is a common standard that lets a website collect consent for advertising and share it with ad vendors in a format they all understand. IAB Europe built it with IAB Tech Lab, and the first version came out in 2018, the same year GDPR took effect. Why the framework exists GDPR asks for a lawful basis before personal data is used for things like ad targeting. One web page can call many ad tech companies in a single load, and before the TCF each one handled consent its own way. The framework gives them one shared signal to read. Seers breaks down each moving part in its beginner's guide to the IAB Transparency Consent Framework . How it works in four steps The banner appears. A certified consent management platform (CMP) shows the notice and the number of vendors asking for permission. The visitor chooses. They accept, reject, or pick specific purposes and vendors. The CMP writes a TC string. This short encoded record lists ap...

  A lot. Between a visit and a lead, your site can load analytics and ad tags, set cookies, log the source and device, recognise return visits and link all of it to a contact once a form is filled. Most of this starts on page load, before the visitor makes any consent choice. Here is how it works, stage by stage. Stage 1: The page loads Your tag manager reads its rules. Tags set to run on all pages start at once. Each request carries the page address, the referrer, the browser type and the visitor's IP address. Cookies may be set in the same moment. Stage 2: The visitor browses Analytics records page views, scroll depth, clicks, downloads and video plays. A heatmap or session recording tool may capture mouse moves and taps. None of this needs a name. Stage 3: The visitor leaves GA4 closes a session after 30 minutes without activity by default. Ad platforms may already have added the visit to a retargeting audience. The visitor gave no signal at any point. Stage 4: The visi...

  Having customer data doesn't automatically mean your marketing has a complete picture. A business can collect website visits, product views, purchases, email activity, and CRM records every day. The harder part is making that information useful across the systems used for marketing. A common setup looks like this: Customer activity happens on the website Some information goes into the CRM Conversion data is sent to advertising platforms Analytics tools record another part of the journey Each tool has its own view of what happened. That can make simple questions harder to answer. Which customer actions actually led to a purchase? Which signals are available for campaign optimisation? Which information is being passed to external platforms? This is where first-party data has practical value. It comes directly from interactions with your own customers, so the business has a stronger basis for understanding behaviour instead of depending entirely on data reported by third-party platf...

A Magento store can have more tracking running in the background than you expect. You may have Google Analytics, advertising pixels, third-party extensions, or other scripts connected to the store. The important question is not just whether your store has a cookie banner. It is what actually happens before and after a shopper gives consent . Start with Magento's own cookie controls Adobe Commerce and Magento include Cookie Restriction Mode . When it is enabled, Magento restricts certain cookie-based data collection until the shopper gives consent. That gives you a starting point, but it does not mean every tracker added to your store is automatically covered. A Magento store can also use third-party extensions and external tracking tools. These need to be checked separately. Find out what is actually running The easiest way to start is to test your store before accepting cookies. Open your website in a private browser window and check: Which cookies are created? Which third-party r...

  If your business has a website and a mobile app, you may wonder: Do I really need a different CMP for my app? The short answer is that web and mobile apps need consent to work in their own environments. A setup made for your website does not automatically handle everything happening inside your app. Here is the simple difference. What is a Web CMP? A Web CMP manages consent on websites. It works with the browser and the tools running on your website. These can include analytics, advertising tags, and other services that collect or use visitor data. For example, a visitor may choose to allow analytics but reject advertising. Your consent setup can then pass those choices to the relevant website tools. This is why a web CMP is closely connected to your website's tags and browser environment. If you are looking for a web-based consent management setup, Seers supports websites and helps businesses manage visitor consent from one place. What is a Mobile CMP? A Mobile CMP manages co...

  Migrating from client-side to server-side Google Tag Manager is one of the most common analytics projects on marketing team backlogs right now. Ad blockers, Safari's Intelligent Tracking Prevention and consent regulations keep removing events before they reach GA4 or Google Ads. What server-side GTM actually is Client-side GTM loads a container script in the visitor's browser. That script fires tags. Server-side GTM adds a second container that runs on your own cloud infrastructure and receives events over a subdomain of your website. The browser sends one lean request to your subdomain. The server container reads it, applies any transformation or filtering logic, then forwards clean events to Google Ads, GA4, Meta Conversions API and any other supported endpoint. Why the migration matters Cookies set by your subdomain read as first-party, so Safari keeps them beyond the seven-day limit that hits browser-set cookies. Requests to your own subdomain sit outside typical ad...

  Search for "how to make a mobile app GDPR compliant" and you will find hundreds of guides. Most of them repeat the same surface points and stop there. Apps that actually pass GDPR reviews go a lot deeper, and the depth is not in the privacy policy. This piece walks through the layers that decide compliance in a modern mobile app. Layer 1: The consent banner Shown on first launch. Accept and Reject placed side by side with equal design weight. Toggles cover analytics, advertising, personalisation, and functional purposes. Layer 2: The SDK gate Every analytics, ad, and attribution SDK waits for the consent layer to report back before it starts. This is the layer most apps skip. It is also the layer regulators check first with a network proxy on the first launch. Layer 3: The consent record Every choice is stored as a signed IAB TCF v2.2 string, plus a full audit log with timestamps and versions. Layer 4: The user rights flow Users can view, export, and delete their d...

  If you own or run a mobile app, you have probably heard about privacy laws like GDPR and Apple's tracking prompt. And you have probably wondered what your app actually does behind the scenes, and whether any of it might get you in trouble. The short answer is that most apps are already doing something risky, and nobody told the team that built the app. What happens the second your app opens Inside every mobile app there are tiny bits of software called tracking tools. Names you might know include Firebase, Google Analytics, AppsFlyer, and Adjust. Their job is to record what users do inside the app. Installs, taps, screen views, purchases, and the ad that brought the user in. The problem is timing. These tools usually start collecting the moment the app opens. That happens before the user has even seen the consent banner. Under GDPR, that alone is enough for a fine. The full guide on how tracking works inside apps breaks it down clearly. Why this keeps happening Two reasons...

  Google Analytics 4 quietly split two of its most misunderstood features on 15 June 2026. If you run GA4 and Google Ads together, this update changes how you set up consent and how you read your reports. Google Signals in plain terms Google Signals connects the activity of the same visitor across phones, tablets, and desktops. It only works when that visitor is signed into a Google account with Ads Personalisation switched on. Without Google Signals, one person browsing on two devices shows up as two users. With it, the report reflects one journey. Consent Mode in plain terms Consent Mode is the layer that reads the visitor's cookie choices and passes them to Google's tags. It uses four signals: ad_storage , analytics_storage , ad_user_data , and ad_personalization . A tested Google Consent Mode v2 banner from Seers maps these four in the right order without manual code. What changed on 15 June 2026 Before the change, disabling Google Signals also stopped Google Ads da...