AdFixus joins IAB Europe's transparency and consent framework as it expands globally

As seen on Mi3 19th May, 2025
https://www.mi-3.com.au/19-05-2025/adfixus-joins-iab-europes-transparency-and-consent-framework-it-expands-globally

Aussie adtech player AdFixus has announced its integration into IAB Europe's Transparency and Consent Framework (TCF) version 2.2 to improve consent-driven compliance with global privacy and compliance standards.

The TCF, a cross-industry voluntary standard, was launched in April 2018. It aims to facilitate compliance with the ePrivacy Directive and the General Data Protection Regulation (GDPR). This framework enables users to grant or withhold consent and exercise their 'right to object' to data processing.

The move comes as AdFixus expands its operations into the European market. To spearhead its sales efforts in the region, the company, which is based in Sydney and Singapore, has appointed Sasha Auzins. AdFixus offers a deterministic identity solution that operates across domains, aiming to remove duplication and eliminate reliance on third-party cookies and probabilistic identifiers.

The company focuses on high-value segments and ensures privacy through clean room data matching and real-time event-based attribution. AdFixus claims compliance with stringent privacy standards and asserts that it helps ensure adherence to global privacy requirements.

Marko Markovic, CEO of AdFixus, commented on the development: "We’re proud to mark this pivotal moment in AdFixus’ journey as we expand our presence into Europe and achieve IAB TCF approved status. This milestone reflects our unwavering commitment to privacy-first innovation and regulatory compliance. As we scale globally, our mission remains clear: to empower businesses with ethical, consent-driven solutions that build trust and deliver results."

Markovic also highlighted the strategic hiring of Sasha Auzins, stating, "We have been investing in Europe and now are pleased to announce the hiring of Sasha Auzins to lead sales efforts in the region. Sasha brings a wealth of experience in this area and has a great view of the landscape and future direction of the industry. He is a trusted voice and can help consult on the problems you are facing and solutions to work on together."

AdFixus is positioning its expansion as an opportunity to unlock new avenues for brands, publishers, and agencies in Europe. "With our expansion into Europe, we are looking to unlock new opportunities for brands, publishers, and agencies to future-proof their identity and audience strategies in a privacy-first world. With the existing privacy legislation in place, combined with our success with publishers and brands in Australia, we believe that this is an ideal time for us to expand," Markovic stated.

‍