Frameplay Announces Registration to IAB Europe’s Esteemed Transparency and Consent Framework

Frameplay Corp April 1, 2021

Today, Frameplay, a global leader in enabling intrinsic advertising within video game environments, announced their approved status to join IAB Europe’s Transparency and Consent Framework (the Framework).

The Framework, which was launched in April 2018, is designed to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.

The Framework was developed by IAB Europe in collaboration with organisations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed. It also enables users to express choices. Moreover, the TCF enables vendors engaged in programmatic advertising to know ahead of time whether their own and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes. 

Through the Framework, publishers can continue funding themselves through relevant online advertising, and brands can continue to reach their audiences. All the while and most importantly, consumer privacy is protected. 

“As a company built by gamers, we understand the importance of protecting the privacy of the 2.6 billion people who regularly enjoy playing video games,” said Jonathon Troughton, CEO and Co-Founder at Frameplay. “Our priority is providing gamers with a non-intrusive gaming experience that protects their privacy, while also ensuring the integrity of our targeted advertising platform. Our approved status as a member of the IAB Europe’s Transparency and Consent Framework solidifies our commitment of privacy protection and accurate targeting to both gamers and our advertising partners.”

The added registration of Frameplay to the Framework, further bolsters IAB Europe’s mission to raise the standard and trust in digital advertising across Europe. 

Parties interested in joining the Framework to give audiences full visibility and control over who can process their data in connection with advertising, should visit

Frameplay is a global in-game advertising leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within video game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers. For more information, visit

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