1. Background of the case and proceedings in Belgium (a) IAB Europe and real-time bidding in a nutshell The CJEU ruling concerns the Transparency and Consent Framework (“TCF”) that was launched by Interactive Advertising Bureau Europe (“IAB Europe”), a European-level association for the digital marketing and advertising ecosystem. The TCF specifically targets the real-time bidding industry, which is active in the provision of online, automated and instantaneous auctions for the sale and purchase of online…