When you create your banner in the Axeptio admin, you choose between two banner types:
the classic banner (Axeptio for Brands), which suits the vast majority of websites;
the TCF banner (Axeptio for Publishers). The TCF (Transparency & Consent Framework) is the IAB Europe standard that transmits your visitors' consent to advertising partners.
The deciding factor: do you display Google ads on your website?
A single criterion determines whether TCF is mandatory for you: does your website display third-party ads through a Google advertising solution (Google AdSense, Google Ad Manager, or AdMob)?
Yes: you are a publisher. Google requires your banner to use TCF, with a CMP certified by Google. Choose the TCF banner (Axeptio for Publishers).
No: TCF is not mandatory. Choose the classic banner (Axeptio for Brands).
This criterion concerns ads that your website displays, not those that you purchase. A business that buys Google Ads campaigns to promote its own products is an advertiser: TCF does not apply to them. This is the case for most e-commerce, SaaS, and institutional websites.
The number of advertising partners present on your website, and whether or not they are on the IAB Europe partners list, makes no difference: only displaying ads through a Google solution makes TCF mandatory.
Which banner for which use?
Your use case | Classic banner (Axeptio for Brands) | TCF banner (Axeptio for Publishers) |
You purchase Google advertising (Google Ads, etc.) to attract visitors | Recommended | Not required |
You display ads on your website via AdSense, Ad Manager, or AdMob | Not compatible | Mandatory |
You display ads on your website without a Google solution | Recommended | Not required |
You display no advertising (brochure website, e-commerce, SaaSâŠ) | Recommended | Not required |
Both the classic banner and the TCF banner are certified by Google (Google CMP Partner Program).
What you can customize
TCF imposes a standard layout for the banner and its text. The classic banner gives you more freedom.
Element | Classic banner (Axeptio for Brands) | TCF banner (Axeptio for Publishers) |
Banner design | Customizable | Customizable, within TCF standard limits |
Welcome message | Written by you | Standard text validated by IAB Europe |
Purpose descriptions | Written by you | Standard text defined by IAB Europe |
Grouping purposes by category | Yes | Yes |
Video in the banner | Yes | No |
What's next?
You chose the classic banner: see Create your first Brands configuration.
You chose the TCF banner: see [TCF] Create the project.
To discover the Axeptio admin, see Back office features.