Lacuna joins IAB Europe transparency & consent framework

Lacuna has joined IAB Europe's Transparency & Consent Framework as a registered vendor and is now listed on the Global Vendor List under Vendor ID 1648.

The move places the Singapore-headquartered advertising technology company within a voluntary framework used across Europe's digital advertising market to manage user consent and objections related to data processing.

Lacuna said the registration is part of its efforts to expand its presence in Europe's programmatic advertising sector and reflects its focus on transparency and collaboration in a market shaped by privacy rules including the GDPR and the ePrivacy Directive.

Launched by IAB Europe in 2018, the Transparency & Consent Framework sets out a standardised approach for publishers, apps and advertising technology providers to communicate whether users have granted or withheld consent for data processing. It is designed to help online advertising companies align their practices with parts of European privacy law and regulatory guidance.

Under the framework, users can grant or refuse consent and exercise their right to object to certain processing of personal data. The system is intended to give publishers and third-party vendors a common basis for presenting privacy choices and respecting users' decisions.

Lacuna operates what it describes as a programmatic advertising ecosystem under the Lacuna Ads brand. It includes an ad exchange, a demand-side optimisation platform and a self-service software platform, alongside publisher relationships and owned-and-operated inventory.

European focus

The registration comes as the company seeks a broader role in Europe's programmatic market. Lacuna said it will continue refining its systems and processes in line with the framework's policies and technical specifications, aiming to support more consistent handling of consent and objection signals across relevant services in the region.

Programmatic advertising relies on automated systems that buy and sell digital ad inventory in real time, often involving multiple intermediaries and extensive use of data for targeting, delivery and measurement. That structure has put privacy compliance and transparency at the centre of debate in Europe, where regulators and industry groups have pushed for clearer standards on how user choices are captured and communicated.

IAB Europe developed the framework with organisations and professionals from the online advertising industry. It is used by publishers and technology vendors involved in the delivery, personalisation and measurement of advertising and content, giving them a common set of operational requirements for informing users and acting on their privacy preferences.

In a brief statement, the company set out how it views the registration within the wider debate over growth in digital advertising and the treatment of user data.

"Programmatic growth and respect for user privacy should advance together," said Michael Wang, Chief Executive Officer of Lacuna. "At Lacuna, we see our role as a catalyst for a more connected and intelligent programmatic future-one built on smarter execution and higher-quality value exchange. The TCF provides an important shared foundation for advancing this vision responsibly, with transparency, user choice and accountability reflected in how we design and operate our systems."

Lacuna was founded in 2022 and is headquartered in Singapore. It says it operates across markets in North America, Europe and Asia-Pacific.