Publishers had many concerns with TCF 1.1, and felt it was too biased toward ad tech vendors. Based on industry feedback, there was a need for increased publisher control over which purposes vendors can use to justify the basis for their data processing activities.
There were gaps and grey areas in TCF 1.1 that needed to be clarified, and opportunities to improve comprehension and transparency for end users. Technical and Policy changes made in TCF 2.0 also reflect almost two years of additional collaboration and clarifications made between IAB Europe and EU regulators.