TCF ruled not GDPR compliant - Impacts on AAM

[r-seabrook]

Following the ruling yesterday that TCF signals are not GDPR compliant (https://techcrunch.com/2022/02/02/iab-tcf-gdpr-breaches/), does anyone have any thoughts on what the impacts on AAM might be?

We are wondering if other AAM clients are using TCF consent to load AAM / ID service to their pages, which then syncs the AAM UUID with DSPs / 3P data providers? If so, can we expect the DSPs to need to delete their match tables (or portions of them), leading to reduced match rates?

Are there any other possible impacts that we haven't thought of?

[Kishore_Reddy]

Pretty interesting question, would love to hear more from this thread!