Advertise across EEA with confidence: Unity becomes one of the first in-game ad networks to join IAB Europe's Transparency & Consent Framework

We’re excited to announce that Unity is now an approved participant in IAB Europe’s Transparency & Consent Framework (TCF), the industry-standard solution for compliant, transparent data use across the digital advertising ecosystem.What is TCF?The TCF is a voluntary framework developed by IAB Europe to help technology providers, publishers, and advertisers facilitate compliance with certain provisions of the ePrivacy Directive and the GDPR. It standardizes how consent signals are collected, communicated, and respected across digital advertising, giving users clear choices about their personal data while helping partners operate with confidence.What this means for your campaigns in EEAFor those activating in European markets, Unity's TCF participation means you can reach our engaged mobile gaming audiences through TCF-verified pipelines that align with industry GDPR compliance standards end to end. For advertisers and agencies, that translates to consent-verified inventory, standardized consent signals across partners, greater transparency into how user data is processed, and reducing compliance complexity across your EEA buys.By joining the TCF as a registered vendor, Unity reaffirms our commitment to:Transparency: Aligning with industry-wide standards for consent and data processing disclosures.Compliance: Supporting GDPR-aligned user consent flows and interoperability with TCF-enabled partners.Trust: Building confidence with developers, advertisers, and audiences across European markets.“Joining the Transparency & Consent Framework marks an important step in Unity’s ongoing work to support privacy, transparency, and compliance across digital experiences,” said Chris Feo, SVP of Programmatic at Unity. “We look forward to contributing to a more unified, user-centric standard for consent across Europe.”As the EU’s data privacy landscape continues to evolve, Unity remains focused on building solutions that help companies scale responsibly and transparently.