(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect in 2023

(Another) Wild Year
in Data Privacy
What Went Down in 2022 & What to
Expect in 2023

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Katherine Bishop
Marketing Coordinator
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WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing ﬁrm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

Some of
Our Clients
Our
Recognition
For Commerce Leaders of Today and The Future

Our Speakers
LIZ EMERY
VP, Mobile + Ad Tech
Solutions
NIRISH PARSAD
Practice Lead,
Emerging Tech

Agenda
● 2022 Marketing Landscape (The Past +
Current World)
● 2023 Onward Marketing Landscape (The
Future…What’s Coming your Way!)
● Survival Techniques
● Key Takeaways
● Q&A
6

What are you most worried about
in data privacy for 2023?
● Cookies
● Privacy Sandbox
● State & Country Level Legislation
● Measurement/Attribution Overall
● Data Compliance
POLL

Another Wild Year
in Privacy - Future
of the Web
$#!%
8

2022 Marketing
Landscape (The Past +
Current World)
9

10
2017 2018 2019 2020
May 2018
EU enforcement
of GDPR
2021
Jun 2017
Apple releases
Intelligent Tracking
Prevention v1.0 (ITP)
Jun 2018
California Consumer
Privacy Act (CCPA) is
signed into law.
Nov 2019
ITP v2.3
Jan 2020
CCPA Implemented
Jan 2020
Google announces
3p cookie deprecation
by end of 2021
Jul 2020
CCPA
Enforced
Apr 2016
General Data Protection
Regulation (GDPR)
signed into law
Governments and Tech Giants Reshape Privacy
Mar 2018
ITP v1.1
Jun 2018
ITP v2.0
Feb 2019
ITP v2.1
May 2019
ITP v2.2
Jun 2019
Mozilla rolls
out Enhanced
Tracking
Protection
(ETP)
2024
R.I.P. Third-Party
Cookies on
Chrome
Jun 2020
Apple unveils
updates to
macOS and
iOS with
security and
privacy
features
Sept 2020
Release of
Apple iOS14
and MacOS.
Mar 2020
ITP v3.0*
April 2021
RIP IDFA - iOS14.5
Launched
Google pushes
Privacy Sandbox to
Chromium &
Canary
March 2021
Google opens
Privacy Sandbox for
public testing.
Announced
non-support ID
solutions
Q3 2021
Android 12
Sept 2021
iOS15
Apple/Google/Mozilla
Regulatory

DEVICES
Privacy by default, opt-in to be tracked with
increased control for users to opt-out of
various tracking methods.
The Forces at Work: The 3 Rs
11
BROWSERS
Privacy protection technology is now built
into the browser, preventing trackers that
help identify users.
Stricter requirements on how and
why companies collect and use
personal data.
Due to a lack of trust, they’re seeking
out privacy preserving measures,
from tweaking settings to more
drastic solutions.
RAILS REGULATION
REAL PEOPLE

Tinuiti Consumer Privacy Trends 2021
12
of survey respondents say there’s no such thing as online privacy. The vast majority of consumers
believe online privacy is compromised.
78%
Six in 10 Gen Z members and Millennials say they’re in control of their data, compared with 5 in 10
members over 40. Both groups take action to protect their privacy, but in different ways.
60%
of respondents say they like when online ads are relevant to products they’re seeking.
63%
of consumers say they would surrender information of any kind, when asked what types of data they’d
share in order to receive a discount.
<50%

Tinuiti Consumer Privacy Trends 2022
13
of respondents believe their phones listen to their conversations and suggest related products.
Online privacy is elusive, and consumers are wary.
38%
of consumers say Google does the best job of protecting privacy.
DuckDuckGo is a distant second at 16%. yahoo! at 6%, Bing 4%. Privacy ﬁrst makes a difference.
37%
of consumers say they would prefer to opt-out and receive less relevant messages rather than having
their online behavior tracked to target advertising.
70%
9 out of 10 consumers would rather view ads than pay for digital content or services.
70% would give you their email address in exchange for a promotional offer. Netizens get ads.
>90%

U.S. OPERATING SYSTEM MARKET SHARE
43% PRIVACY-BY-DEFAULT
IOS 32% OSX 11% WINDOWS 28% ANDROID 26% OTHER
The Web Experience 2022 (US) - Operating Systems

CHROME 49%
51% PRIVACY ENHANCED OR BY DEFAULT
SAFARI 36% OTHER
U.S. BROWSER MARKET SHARE
The Web Experience 2022 (US) - Browsers

APPLE 55% ANDROID 44%
WINDOWS 66% OSX 25% OTHER
SAFARI 51% CHROME 42% OTHER
CHROME 59% SAFARI 17% EDGE 14% OTHER
16
U.S. DEVICE MARKET SHARE W/OS (top) & BROWSER SHARE (bottom)
MOBILE 61%
DESKTOP 37%
💀💀💀💀💀💀💀💀💀💀💀
💀 AD BLOCKERS DETECTED IN 18-25% OF TRAFFIC
💀 39% OF NETIZENS USE BLOCKERS ON DESKTOP
💀 25% USE A VPN TO ACCESS THE WEB
The Web Experience 2022 (US)

APPLE 55% ANDROID 44%
WINDOWS 66% OSX 25% OTHER
SAFARI 51% CHROME 42% OTHER
CHROME 59% SAFARI 17% EDGE 14% OTHER
17
U.S. DEVICE MARKET SHARE W/OS (top) & BROWSER SHARE (bottom)
MOBILE 61%
DESKTOP 37%
💀💀💀💀💀💀💀💀💀💀💀
💀 AD BLOCKERS DETECTED IN 18-25% OF TRAFFIC
💀 39% OF NETIZENS USE BLOCKERS ON DESKTOP
💀 25% USE A VPN TO ACCESS THE WEB
The Web Experience 2022 (US)

Privacy? We’ve Been Living It.
43% of the devices that access the internet are under
Apple’s privacy fortress. 50% of the browsers are privacy
forward. Ad blockers are used on 39% of desktop traﬃc.
We don’t have to wait for Google. We’re missing nearly
70% of third-party signals online today.
The future of marketing will involve less data scale,
smarter data science and insights, and a more clear
explanation of the value exchange that occurs when a
consumer chooses to allow their data to be collected and
used. Trust has to be at the core of all that we build and
how we engage.
18

iOS 14+ - The Future of Attribution (Apple)
Expect less granularity for digital
attribution
Measurement will be private
● SKAdNetwork for mobile attribution (iOS)
● Private Click Measurement for web-to-web, and
app-to-web (Safari, iOS).
How it works
● Brand decides what a conversion is on their
app/site
● User clicks an ad, if a conversion happens, the
ad network gets a postback within 24-48 hours,
closing the loop
IDFA
R.I.P. 2012 - 2021
19

Turn Off Apple? Not a Chance
MAKES
MORE MONEY
● Android users make an
average salary fo $37,040.
● iPhone users make an
average salary of $53,251.
SPENDS
MORE MONEY
● Android users spend
$11.54 per transaction.
● iPhone users spend
$32.94 per transaction.
IS BETTER LOOKING
& HAS MORE FRIENDS
● Android users take about
7 selﬁes per day. iPhone
users take 12 selﬁes.
● Android users have 3 close
friends. iPhone users have
5 close friends
20
THE APPLE USER REPRESENTS 43% OF DEVICES IN THE US, AND...

We’ve Been Here Before - Panda
21
In 2011, due to a noticeable decline in search quality,
Google changed the way it’s search algorithm worked to
improve relevance and to eliminate black hat SEO, spam
and content farms (article marketing). That update was
called Panda.
Google further revealed that Panda is looking for signals
that align with expertise, authoritativeness, and
trustworthiness (E-A-T).
Panda updates were the norm from 2011 to 2017, today
those algorithms are part of Google’s core algorithm,
silently improving search performance.
Outcome? Marketing got better. The web experience got
better. If Google did nothing, they would have lost users.

2023 Onward Marketing
Landscape (The
Future…What’s Coming
Your Way!)
22

Privacy Laws
CCPA/CPRA
CALIFORNIA
VCDPA
VIRGINIA
CPA
COLORADO
GDPR
EU
PIPEDA
CANADA
PIPL
CHINA
Many more!
LGPD
BRAZIL
UCPA
UTAH
CTDPA
CONNECTICUT
23

Cookieless World:
Status Update
TIMING PUSHED BACK!
Chrome expects to phase out third party cookies by the
second half of 2024
WHAT’S NEXT
Chrome will be increasing the traﬃc available for testing the
Privacy Sandbox technologies, including those that support
ads use cases (e.g. Topics, FLEDGE, Attribution Reporting)
RECOMMENDATIONS/ACTION ITEMS
● Invest in ﬁrst party data strategy (AEP, Google Browser
API, etc)
● Test into machine learning, modeling, and automation
in Marketing
● Review current solution dependency on Cookies +
Device IDs (Identity) - Implement complementary
solutions to close future + current gaps (Cookies
already limited in Apple Ecosystem)
24

Cookiepocalypse Grief Cycle
25
Denial
Avoidance
Confusion
Elation
Shock
Fear
Confusion
Anger
Pessimism
Frustration
Irritation
Feeling out of control
Bargaining
Thinking/saying “If only…” “I
should have…”
Wishing Google forgets
Overthinking and worrying
Inaction is the best action
Shopping Spree
Squirrel!
Shiny Objects (solution in a box)
Martech therapy
New Normal
New plan in place
Keep experimenting
Invest in measurement
Invest in 1P
Unlocked Mobile
Testing
Test Uniﬁed Measurement
Test First-party data
Demystify mobile

Data is a Key Obstacle
26
By 2025, 80% of marketers who have invested in
personalization will abandon their efforts due to lack of
ROI, the perils of customer data management or both,
according to Gartner, Inc. In fact, 27% of marketers
believe data is the key obstacle to personalization —
revealing their weaknesses in data collection,
integration and protection.
80%

Identity’s Identity
Problem
27
Identity is complicated.
● Triopoly IDs (Google, Meta, Amazon)
● Proprietary IDs (NBC, NewsPass)
● DSPs & SSPs
● Agency-owned data companies (Epsilon,
Merkury)
● TV manufacturers (Vizio, Samsung)
● Payment processors (Visa)
● Pure play (LiveRamp, ID5)
No one partner scales to 100% for brands or
publishers today. Scale requires a veritable cocktail
of deterministic, probabilistic, and contextual
solutions.

29
Attributing Conversions to
Marketing Touchpoints is One of
Today’s Marketers’ Biggest Challenges.
Holistic approaches to attribution help us plan media budgets, optimize
within channels, and drive incremental outcomes effectively. But putting
such approaches into place can be unwieldy—and it’s getting harder.

Durable Solutions for an Uncertain Future
30
1st & Zero Party Data
Break down data silos, achieve a complete, single view
of the customer, and unlock possibilities with 1P data by
leveraging existing technologies or onboarding new
ones.
Email/CRM
Supercharged by RFM, investing more resources into
your Email Marketing program will bolster your
marketing funnel with customer retention and
reactivation efforts.
Privacy Sandbox
Google introduced Privacy Sandbox, a series of
privacy-preserving bird-themed (TURTLEDOVE, FLoC,
SPARROW, etc) API proposals, to keep the efficiency of
ad delivery intact (attribution, conversion, reporting,
targeting, etc.) without the use of third-party cookies.
Incrementality & Lift
Incrementality testing and lift modeling are critical to
helping answer this question. Incrementality is
measuring the portion of conversions that were truly
driven by media. Lift is measuring the increase to the
overall business that these incremental conversions
represent.
Media Mix Modeling (MMM)
Media Mix Modeling is a top-down approach that
evaluates how historical media activity, promotions,
pricing, seasonality, and uncontrollable factors such as
economic activity impact sales. Additionally, it provides
a measured marketing ROI which accounts for external
factors such as weather, unemployment, and others.
Reach, Frequency, Monetary (RFM)
Reach, Frequency, and Monetary value (RFM)
segmentation enables marketers to reach particular
groups of consumers with messages that are far more
important to their specific habits, resulting in much
higher response rates.
Over the Top (OTT)
In this moment of privacy, the TV screen is becoming
one of the most targetable devices in an advertiser’s
toolkit. Because the TV screen never had cookies or
IDFA to begin with, their deprecation doesn’t affect TV
screen targeting in the same way.
Creator/Influencer
Leverage top YouTube Channels, Influencers, Videos to
reach audiences interested in a particular brand or
topic. Opportunity to understand followers of specific
channels.
Creative Optimization
Partner with Tinuiti’s Analytics, Creative, & Media teams
to plan, create and activate intersected campaigns that
provide consumers with a cohesive and connected
experience across all touchpoints
TARGETING MODELING PROSPECTING/DISCOVERY

Building
Trust
Through
Privacy
31
● Do Not Track?
● Global Privacy Controls?
● Preference Center?
● Consent Management Platforms?
SMS, Email, etc
● Cookie Banners?
● Value Exchange
YES! MAKE PRIVACY CONTROLS FRICTIONLESS.

Establish A
Marketing
Framework
32
MARKETING FRAMEWORK ESTABLISHED FOR HOW TO
MARKET AND UTILIZE CUSTOMER (1ST PARTY) AND
CONSUMER (3RD PARTY) DATA. IT WOULD COVER:
● Compliance with relevant privacy and marketing laws
● Enable the business to execute campaigns and strategies within
an established set of SOPs
● Create a set of privacy & ethics principles for the company to
abide by as related to consumer data to enable consumer trust

DATA ACTIVATION
FRAMEWORK
The Future: A Much Needed Activation Framework
Strategic integration of 1P data, data
and marketing platforms and more, with
a consumer and privacy-centric focus to
help brands create a 360 degree
customer view primed for distribution
and growth
Deliver digital marketing and experiences
across channels and feed the response
data (in aggregate or segmented) back into
data foundation for measurement and
further distribution growth
33
DATA
ACTIVATION
An integrated program built off of data
foundation and modeling, enhanced with
identity resolution, for personalization
(Ads, email, website, etc), experimentation
design (incrementality, a/b testing, etc)
and dynamic creative/content
TESTING & PERSONALIZATION
Advanced analytics allows for full funnel,
cross-channel audience segmentation,
customer scoring, “real-time” triggers and
more built off of data foundation for
growth and measurement
MODELING

Don’t Panic?
The Webkit team, which powers Safari and iOS browsers (yes, Chrome, too), has a
history of deploying features that protect user privacy and limit the effectiveness of
entities that violate it, such as advertisers and third parties.
Webkit is currently testing new features that may or may not impact you.
● Safari is testing a new feature that would limit the expiration of cookies set
in HTTP response headers to just 7 days if the cookie is set from a server
whose IP that does not match the site making the request. This would place
limitations on the effectiveness solutions like server-side GTM.
● First party cookies are purged if the site is not interacted with (click, tap or
keyboard input) in 7 days of browser use. If you can keep your user engaged,
the cookie lives. Just keep it above 50.
If you use microservices, hybrid architecture (host and cloud), server-side,
optimization, identity services, etc - you might be impacted. If I’m speaking
nonsense, talk to your data or analytics engineers on how these may impact your
martech stack or analytics solutions. If you’re a Tinuiti client, let’s talk!

Key Takeaways
● Changes will continue to come but Marketing
will ALWAYS adapt
○ Don’t panic. We’ve been here countless
times.
○ Well… panic if you haven’t done anything
yet.
● Build Trust through Privacy
○ Users demand it. Are you delivering?
● Invest in Durable Solutions Now
○ Grow with OTT, Inﬂuencers & Creators
○ Unlock possibilities with 0/1st party data

Schedule Your
Consultation
with a Data Privacy
Expert

Q&A
LIZ EMERY
VP, Mobile + Ad Tech
Solutions
NIRISH PARSAD
Martech Solutions
Architect, Analytics

38
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(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect in 2023

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