Change is coming. And it’s coming for digital adverting faster than ever with an accelerated pace due in large part to an online shift driven by COVID-19 over the past two years. We are all in the same boat, and no one knows exactly what this drastic shift involves or how it will impact the digital advertising and marketing ecosystem. The good news is you don’t have to navigate this complicated landscape alone! TrustArc and the Digital Advertising Alliance have teamed up to bring you an unfiltered look at what these big changes mean for you and your business, so you can not only survive but thrive in the months and years ahead. We’ll teach you how to adjust your digital advertising strategy so you can confidently increase your conversions and understand the new approach to digital consents and preferences moving into 2022 and beyond. This webinar reviews: - Is Google really killing the 3rd party cookie? - How to fully understand the coming fundamental shifts in the digital landscape. - A lot appears to be changing quickly with no clear view of what lies ahead. We will discuss what we currently know, and what we are doing to keep up.

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© 2022 TrustArc Inc. Proprietary and Confidential Information.
Everything You Need To Know About Online
Advertising, Cookies, And Data Privacy In 2022

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Speakers
Jamie Vinkle
Product Marketing Manager
TrustArc
Ganesh Vasudeva
Director of Product Management
TrustArc
Lou Mastria
Executive Director
Digital Advertising Alliance

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Agenda
• Let’s Talk About Cookies
• What’s Next?
• How do we stay ahead?
• Impact On The Digital Advertising Ecosystem

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Let’s Talk About Cookies

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What is a Cookie?
1st & 3rd party cookies

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The Difference | Third Party
They are set by a domain other than the one you are currently
visiting. Examples:
● Remarketing code snippets & pixels
● Live chat windows on websites
● Social media icons

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The Difference | First Party
They are directly stored by the website (or domain) you are visiting.
Examples:
● Analytics data
● Language settings
● E-cart information

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• Cookie banners
• Pixels & Code Snippets
• UTM trackers
How do these Relate to Online Advertising?
Online Advertising Impact

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• Chrome will no longer support 3rd party tracking cookies
• Others have already done this (Apple, Firefox, etc.)
• It appears that Google will replace this with a more
transparent method…
Is Google Really Killing the 3rd Party Cookie?
Short Answer is no…but also yes?

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What’s Next?

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• Build new technology to keep your information private
• Enable publishers and developers to keep online content free
• Collaborate with the industry to build new internet privacy standards
Google is Trying New Things
The Privacy Sandbox

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Google is Trying New Things
The Privacy Sandbox

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How do we stay ahead?

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Staying Ahead for Consumer Control:
DAA is Developing a New User Flow for Token Opt-Out…
lou@aboutads.info

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2022: Enable ‘AdChoices’ Transparency & Control inside Consent
Management Platform UIs
Staying Ahead for Consumer Control: Complementing CMPs

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Staying Ahead for Consumer Control:
DAA is Developing a New User Flow for Token Opt-Out…

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Staying Ahead for
Consumer Control:
IBA by Categories
In Development…
2022: Enabling Consumers
to Exercise Controls by
Category of Interest Area

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2022: How to Ensure
Transparency & Control is
Enabled on All Types of
Connected Devices
Staying Ahead for Consumer Control: Connected Devices

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Confidential
Requirements of
AMI Policy Framework
What’s Next | Privacy Protective Framework for Identity
● Permitted Uses
● Prohibited Uses
● Availability
● Business Consent Control
● Data Sourcing
● Sensitive Data
● Preference Manager
● Consumer Control
● Service Standards

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Confidential
What’s Next | Role of DAA in Addressable Media Identifiers
Providers Users Assessors
• Certification
• Assessment
• Accountability
• Communications

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High-Level Approach - offers both in market today and path to transition in future
AMI
● Permitted Uses
● Prohibited Uses
● Assessment
● Etc
What’s Next | Evolution to AdChoices AMI

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Independent Accountability:
Compliance Warning
“In enforcing the DAA Principles, DAAP issued this compliance warning to
put companies on notice that its enforcement approach will treat any
combined information used to uniquely identify a device or user for IBA as
equivalent to an advertising ID in evaluating whether an entity is collecting
or using cross-app data.”
What’s Next | Keeping the House in Order is Evergreen

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How will this impact the digital
advertising ecosystem? A
discussion…

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• Have a privacy plan in place for your advertising efforts
• Utilize a CMP for your business and all of your marketing and advertising efforts
• Join our future webinars and engage with our content to stay in the loop
• Contact Us!
Lou Mastria TrustArc
lou@aboutads.info trustarc.com/contact-trustarc
@lmastria @daausa
digitaladvertisingalliance.org
How do we stay ahead?
What’s next for the advertising ecosystem?

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Attendee Q&A

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Thank You!
See http://www.trustarc.com/insightseries for the 2021
Privacy Insight Series and past webinar recordings.
If you would like to learn more about how TrustArc can support you with
compliance, please reach out to sales@trustarc.com for a free demo.