This deck is from the second session in our masterclass series on Preparing for Life Beyond the Third-Party Cookie. Discover what to do about your Data Management Platform (DMP) when third-party cookies have crumbled. We also share strategies you can start deploying today to help you stay ahead of the changes.
Be sure to check out the on-demand sessions at:
https://tealium.com/master-class-preparing-for-the-third-party-cookie-loss/
5. AGENDA
• How Did We Get Here?
• How will DMPs be affected by third-party cookies?
• The Way Forward
• Q&A Ask away! Submit your
questions throughout the
presentation so we can
answer them during
our Q&A!
19. DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S THE WAY FORWARD?
“We Give Up”
• Head back to the way things used to be and buy advertising direct
• Focus on fuzzy measurements like last click attribution
• Go for scale rather than contextual or personalized experiences
“We Find Workarounds”
• Consistently changing your data strategies as browsers change theirs
• Hack our way into user IDs
• Privacy and consent come second
“We Start to Deliver a First-Party Driven Approach”
• Build a foundational customer data pipeline for your business (real-time, channel independent, trusted)
• Collect every first-party interaction with consent, rely on more accurate data
• Integrate data into the marketing and analytics tools to deliver customer-first experiences
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21. 5 Tangible Steps to
Success...
Privacy becomes a primary planning element
Become browser independent, own your
customer data
Adapt your data collection strategy in favor of
stronger value exchanges
Double down on identity
Re-evaluate targeting mix in 2021, hit ground
running in 2022
22. PRIVACY BY DESIGN
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7 foundational principles to successfully implement fair information practices
1. Proactive not Reactive; Preventative not Remedial
2. Privacy as the Default Setting
3. Privacy Embedded into Design
4. Full Functionality -- Positive-Sum not Zero-Sum
5. End to End Security - Full Lifecycle Protection
6. Visibility and Transparency - Keep it Open
7. Respect for User Privacy - Keep it User-Centric
Source: https://iapp.org/media/pdf/resource_center/pbd_implement_7found_principles.pdf
23. OWN YOUR CUSTOMER DATA
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Ensure your 1st party data is consolidated and completely in your control
● Leverage owned identifiers in as many channels as possible
● Identify every location/source/database where your customer data lives today
● Adopt a methodology whereby 1st party segments create a seed/kernel for lookalike targeting in
each advertising inventory pool or network.
● Ensure 1st party data is prepared and ready to be shared in walled-garden clean rooms for “full
functionality” related to attribution and measurement
● Data Minimization - only use or share the data you actually need to use or share
Source: https://norbella.medium.com/data-privacy-protection-redux-the-rise-of-data-clean-rooms-be8a8f731786
24. CREATE VALUE EXCHANGE
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Give people incentive to share their valuable personal data with your brand
● Publishers
○ Freemium paywall
○ Email registration requirement
○ Allow cookies on consumer’s browser
● Advertisers
○ Email registration for special offers
○ Loyalty program incentives
○ Offer personalized products
25. IDENTITY IS CRUCIAL
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Understanding the path from anonymous to known is crucial to optimization
● Always start with the best possible 1st party identifier for each “surface”
● Build from this base and add PII to the “key ring” as it becomes available
● Understand the identity strategy for each ad network and categorize as
appropriate
● Research and assess proposed “unified ID” strategies proposed (e.g.,
Lotame, Trade Desk)
● Don’t share unhashed PII
Source: Source:https://readwrite.com/2010/03/02/bending_the_identity_spectrum_verifiable_anonymity_rsa_security_conference/
26. RE-EVALUATE AND BE NIMBLE
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The future of behavioral segment based advertising is volatile, be ready
● Test and learn with contextual vs behavioral campaigns
● Start sending 1st party IDs with obfuscated segment IDs to ad networks
● Research FLoC and Google Privacy Sandbox
● Research Private Click Measurement by webkit.org
● Plan 1st party personalization outside of a DMP
● Know where you stand as an organization philosophically