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Lay of the Land for All Things Privacy
The document outlines a series of discussions on adapting marketing strategies in a cookie-less environment amidst evolving privacy regulations. It highlights the impact of laws like GDPR and CCPA, technological advancements from major players like Apple and Google, and the need for marketers to adjust their data collection and targeting practices. Emphasis is placed on building consumer trust through responsible data usage and privacy-preserving measures.
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Lay of the Land for All Things Privacy
- 1. The Future of PrivacySeries Adapt Your Marketing Approach in a Cookie-Less World
- 2. The Future of PrivacySeries Lay of the Land for All Things Privacy 10am PT / 1pm ET Future Proof Your Customer Life Cycle 10:25am PT / 1:25pm ET Level-Up Your MarTech Strategy & Customer Data 11:15am PT / 2:15pm ET Google Solutions for Brands to Build a Privacy-First Strategy 12:05pm PT / 3:05pm ET Apple’s ATT Prompt: Panel with Verizon Media 12:55pm PT / 3:55pm ET
- 3. Today’s Logistics Analicia Santaella PartnerMarketing Manager Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02
- 4. Tinuiti is thelargest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 700+ 4 *AdAge Best Places to Work 2019-2021
- 5. Some of Our Clients Our Recognition Forcommerce leaders of today and the future
- 6. Our Speaker NII AHENE ChiefStrategy Officer
- 7. Lay of theLand for All Things Privacy
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- 9. 9 2017 2018 20192020 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) Jan 2022 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* Apple/Google/Mozilla Regulatory ETA Q1 2021 RIP IDFA Google pushes Privacy Sandbox to Chromium & Canary March 2021 Google opens Privacy Sandbox for public testing. Announced non-support ID solutions
- 10. 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 10 Browsers Privacy protection technology is now built into the browser, preventing trackers that help identify users. Regulation Stricter requirements on how and why companies collect and use personal data. People Due to a lack of trust, they’re seeking out privacy preserving measures, from tweaking settings to more drastic solutions.
- 11. IDFA: Identifier forAdvertisers IDFA is a unique device ID that allows advertisers to target, measure, attribute, and optimize in-app campaigns WHAT Apple is changing how the IDFA is shared with 3rd parties. HOW Apple users are opted-out of tracking by default. Users will see a prompt asking them to allow tracking when using an app. WHY Apple’s reasoning: Privacy, Transparency, Security, Choice, and Trust WHO It is estimated that 70-90% of users would opt-out of user-level tracking WHEN “Early spring” 11
- 12. IDFAless Measurement 12 ● NoPII/User Level Identification ● Shift from deterministic to probabilistic attribution (modeled conversions & aggregated data) ● Shift from multi-touch attribution to last touch (increases need for new models) ● Current Solutions: SkAdNetwork (SKAN, SKAD), Apple Search Ads (ASA) Framework, AppTrackingTransparency (ATT)
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- 14. 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 14 Browsers Privacy protection technology is now built into the browser, preventing trackers that help identify users. Regulation Stricter requirements on how and why companies collect and use personal data. People Due to a lack of trust, they’re seeking out privacy preserving measures, from tweaking settings to more drastic solutions.
- 15. Privacy-First Browsers 15 Apple: ● Poweredby machine learning, Apple’s browser limits the amount of data collected by third parties (Intelligent Tracking Prevention or ITP), ad measurement is done in a privacy-preserving way without cross-site tracking via Private Click Measurement. Matching of an ad click with a purchase is all done on device and is not reported to Apple. Google: ● Ahead of killing the cookie, Google introduced Privacy Sandbox, a series of privacy-preserving API proposals, to aid in tracking transparency. The APIs (TURTLEDOVE, FLoC, and FLEDGE, among others) enable the browser to anonymize data or act on a users behalf to ensure data is never shared without their knowledge or consent. "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom.” -Tim Cook, Apple
- 16. 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 16 Browsers Privacy protection technology is now built into the browser, preventing trackers that help identify users. Regulation Stricter requirements on how and why companies collect and use personal data. People Due to a lack of trust, they’re seeking out privacy preserving measures, from tweaking settings to more drastic solutions.
- 17. ● California strengthensCCPA, passing CPRA in November 2020 Civil penalty of up to $2500 per violation (each user), or $7500 per violation if intentional. Consumer can collect between $100 and $750 for each event (actual damage). ● Virginia enacts consumer privacy law (Consumer Data Protection Act) in February 2021 ● Washington has both opt-in and opt-out bills under consideration ● New York legislature introduced CCPA clone with private right of action ● Momentum within congress to address national privacy legislation Stronger Regulation, Enforcement, & Expensive 17
- 18. 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 18 Browsers Privacy protection technology is now built into the browser, preventing trackers that help identify users. Regulation Stricter requirements on how and why companies collect and use personal data. People Due to a lack of trust, they’re seeking out privacy preserving measures, from tweaking settings to more drastic solutions.
- 19. Leaning In 19 Netizens don'ttrust companies with their information. Respecting privacy regulation is one thing, but are we building trust? How do we earn that back? By leaning in. If you're collecting data, be intentional, ask for and respect preferences, deliver value by using first-party data, and invest in the experience. As an industry, if we don’t lean in, technology, regulation and people will continue adopt more aggressive measures to protect their privacy.
- 20. 20 What does thisall mean - if you’re on xxx team, here are two things it means for you. how xxx channel changes with the 3rs
- 21. Signal Loss Solutions 21 MediaMix Modeling 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/Buyer Segmentation 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. Tech Discovery Complete a thorough understanding of the in-house technology stack, capabilities and features. Discover how teams are leveraging various technologies and understand the challenges and limitations Uncover opportunities to connect the different points of the funnel to provide more personalized — and profitable — customer experiences. Email/CRM Supercharged by RFM Orchestration Retention 1P Data Strategy Unlock possibilities with 1p data by leveraging existing technologies or onboarding new ones.
- 22. Future of Measurement 22 Investin Multiple Technologies There is no silver bullet, signals will be less granular, and happen across the marketing ecosystem. Increased Modeling Adapt and Dominate
- 23. Future of Targeting 23 PrivacySandbox solutions 1p Data ID vs contextual
- 24. “In this momentof 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.” - Jesse Math, OTT Lead 24 CTV/OTT
- 25. The Future of theWeb is here. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy from our Tinuiti experts. Learn More > tinuiti.com/privacy-forward
- 26. The Future of PrivacySeries Adapt Your Marketing Approach in a Cookie-Less World