By: Lisa Purpura, Managing Director, Paid Media at VML

1. FROM COOKIES TO CONVERSATIONS

2. THE DIGITAL LANDSCAPE IS EVOLVING TO AN
OPT-IN WORLD
EUROPE + GDPR FB + PRIVACY DATA COLLECTION
Movement began in
Europe and is now
growing to the United
States.
Facebook privacy
issues are accelerating
proliferation of data
concerns.
Third-party data and
cookie collection are
a thing of the past.

4. CONSUMERS HAVE THE
RIGHT TO KNOW AND
DECIDE WHO RECEIVES
THEIR DATA
Why such a big deal?

5. But it only affects the
European Union, why would
I care?

8. TAKES EFFECT IN 2020

10. “
—Media Post, March 2018
64% of cookies are either blocked or
disabled. Rejection rate much higher on
mobile (75%) compared to desktop (41%).
”

11. eMarketer, 2017
of brands believe they
will not need to rely on cookies
for digital marketing in the next
2 years
63
%
4.5%
24.8%
31.7%
32.1%
2.8%
4.1%
Next 1-2 years
Next 2-5 years
Next 12 months
Don’t know
This won’t
happen5+ years

12. WHAT ARE OUR CHOICES WITHOUT THE COOKIE?
UNIQUE IDENTIFIERS 1ST PARTY DATA
Anonymized
identifiers only will be
the standard
Opt-in data for
brands to market to
you

13. WHAT ARE OUR CHOICES WITHOUT THE COOKIE?
UNIQUE IDENTIFIERS 1ST PARTY DATA
Anonymized
identifiers only will be
the standard
Opt-in data for
brands to market to
you

14. UNIQUE
INDENTIFIERS
Anonymized data is
when all identifiable
factors have been
eliminated from a set of
data - no personal data
or the ability to relate
the data to a person
exists.

15. WHAT ARE OUR CHOICES WITHOUT THE COOKIE?
UNIQUE IDENTIFIERS 1ST PARTY DATA
Anonymized
identifiers only will be
the standard
Opt-in data for
brands to market to
you

16. Opt-in brand held first
party data is the future.
Scale is an issue.
1ST PARTY
DATA
1ST

17. HOW DO BRANDS COLLECT FIRST PARTY DATA WHERE
CUSTOMERS WANT TO OPT-IN?
PROVIDE CUSTOMERS
VALUE

18. Elements of the value pyramid
- the more elements the brand
provides the greater the
loyalty to the brand.

19. *Marketo

20. Signal, 2018
First-party data is marketers’ top choice for driving customer engagement and
insights.
Less than 10% of marketers report the same benefits from using third-party
dat.
74% say first-party data
gives the greatest insight
into their customers
64% say first-party data
leads to the highest
increase in customer
lifetime value
62% say first-party data
offers the highest lift
among data sources

21. THANK YOU.