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KEYNOTE
Samantha Kermode
VICE PRESIDENT STRATEGIC DEVELOPMENT
INVESTIS DIGITAL
Cookie Monster Gonna Starve!
How to Future-Proof Your Marketing
Activities from Third-Party Cookie
PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022
DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest

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I’m
Samantha
Kermode.
linkedin.com/in/skermode

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Third-Partycookies—heardofit?
Source: Terakeet, Entrepreneur, Wired, Phocus-Wire, DataFeedWatch

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GoodFirst-PartyCookies…
First-Party Cookies
Directly stored by the
website you’re on
Stores your login state
Stores your preferences and
settings on websites
Allows websites to provide personalized
content onsite

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Third-PartyCookiesusednegatively
Third-Party Cookies
Transmitted to websites
other than the one you’re on
Used to collect information
about you
Sites with tracking scripts can send
info to advertising networks
Advertisers can track you across
the web
Tracking networks can also use the
data for other purposes Ex. selling
aggregated browsing data to others

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Whatdoesitmean“tobecookied”?

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Howdothesecookiesandpixelswork?
PIXELS:
BUZZFEED
DOG PAGE
PETSMART PETCO
PURINA
PAGE
USER

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Howdothesecookiesandpixelswork?
BUZZFEED
DOG PAGE
PETSMART PETCO
PURINA
PAGE
USER
PET
LOVER
DOG
OWNER
PURINA
FOOD
PREFERRED

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Apple removes
third-party cookies
from Safari
Firefox blocks
third-party cookies
by default
iOS 14 blocks app
tracking on third-
party sites
Google Chrome plans
to stop third-party
cookies and Universal
Analytics tracking
23%MARKETSHARE
Removingthird-partycookies
hasbeenbuildingforawhile…
2017 2019 2021 2024
90%MARKETSHARE

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A World Without
Third-Party Cookies

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It boils
down to 2
problems
in the
future:
The lack of insights
that inform your
marketing’s
optimization
The inability to
target and build new
audiences.

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Butremember…
First-Party Cookies
Third-Party Cookies

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The
Solution:
deliver a
first-party
driven
approach
Adapt Digital Media
and Measurement
Strategies:
from pixel to your server
Build a solid first-
party data core:
develop a strong digital
value exchange

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The
benefits…
Increased Customer Trust
Increased Efficiencies
Increased Agility

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Collect1st partydatawithconsent
What are we
collecting?
How will you
benefit?

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How many have
opt-in banners on
their site now?

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USER
BuildingaSolidFirst-PartyDataCore:
Non-trackable
Interaction
CONSENT
MANAGEMENT
USER BROWSES
WEBSITE

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BuildingaSolidFirst-PartyDataCore:
CONSENT
MANAGEMENT
ADVERTISING
PLATFORM
SERVER-SIDE
TRACKING
Pixel / Tag
Add to cart
Page view
Login
Order Complete

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How do we get
consumers to opt-in
on those forms?

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Thetradefordata:
From a shoe company
to a personal fitness platform
Across all devices
Providing value exchange: A tailored
experience for more insights on product
usage and how we can meet your goals

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Surveys
Global
Cycle
Network

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Resource
Downloads
Senior
Lifestyle

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ChatBots
Senior
Lifestyle

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Createvaluablecontentworthtradinginfofor
Fills a need or pain point
Curiosity or entertainment
Connection socially
Vary your content formats

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Yourcontentneedstobeexceptionallybetter
thanyourcompetitors’
ImportantContentFactors HowToAchieve
• Deep expertise
• In-house experts & thought leaders
• Reference sources outside of your organization
• Optimized • Dedicated SEO support
• Speaks to your specific audience
• Keyword research
• Interview sales
• Don’t use jargon • Audience research (language)
• Competitive & keyword research
• Longer than 750 words (if written) • Love & care – quality over quantity

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UsingHubSpot?Youhavethebenefitof:
Using strictly
necessary cookies
Collecting data
through points like
forms or chatbots
Aggregating all
your customer data
in one place
Building audience
groups to push to
advertising platforms

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Waysfirst-partydatacanreplacebrowser
cookiedataandreplicatethesamebenefits:
Audience Segmenting
Retargeting
Lookalike Modeling
Performance measurement

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Futureproofingstrategies:
Be transparent
Develop first-party
data collection model
Build owned
channels
Plan!

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Building A First-
Party Data Core

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Adding data layers
Building hidden fields
Front and backend
development efforts
Cookie implementation
and governance
Database, code and
process build
Quality assurance
Defined tagging strategy
Define KPIs
Martech usage
A/B testing
Defined marketing
strategy
Aligning and reporting
on KPIs
Campaign tagging
governance
Campaign visualizations
Data core connection
Data visualization
platform governance
CRM and data ingestion
governance and
organization
API adherence and
oversight
Understanding responsibilities to build an
efficient workflow together
DEV /IT MARKETING ANALYTICS /
INSIGHTS
CRM TEAM

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TECH STACK
COLLECTION
Raw data is stored
PROCESSING
Raw data is cleaned, updated
& aggregated
STORAGE
Processed data storage for
analysis & reporting
Any data source with
an API connection
Investis Digital’s DataArchitecture that feed transparent insights
REPORTING
DATA
GOVERNACE
Martech
DATA SOURCES
E N D - T O - E N D D ATA I N T E G R AT I O N
DAM
Customer Data
BI PLATFORM

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Some
questions
toconsider:
Full checklist at
invd.co/cookies

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Still think you
want to
procrastinate?

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Global
Cycle
Network
Microsoft
bought
LinkedIn for
$26.2 billion
Source: CNBC

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Global
Cycle
Network
Unilever
bought Dollar
Shave Club
for $1 billion
Source: CNBC

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Global
Cycle
Network
HubSpot
bought
The Hustle for
$20-30 million
Source: TechCrunch

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If you’re still
feeling anxious,
there’s more
good news.

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Global advertising revenue in 2020 by platform
FAC EBOOK
$84.2B
GOOGLE
$147B
MIC R OSOFT
$8.5B
LIN KED IN
$3B
PR OGR AMMATIC
$125B

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Tech
giants plan
to solve
these
problems:
The lack of insights
that inform your
marketing’s
optimization
The inability to
target and build new
audiences.

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Google’sPrivacySandboxGoals:
• Categorizes websites into different topics
• User’s browser saves the topic viewed for 3 weeks
• User’s browser matches clicks or views
with conversion data
• Stored in a user’s browser and not shared
Interest based ad targeting
TOPIC S API
Attribution reporting
ATTR IBU TION R EPORTIN G API

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Facebook’sConversionsAPI:
Creates adirect and reliable connection
between marketing data from your server,
website platform, or CRM toMeta.
Shares data directly from your
backend, not a pixel.

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YourChecklist
Do you have a current measurement
strategy in place? (ie: CRM)
How are you currently gathering 1st
party data on your website?
Do you have a way for people
to opt out of tracking?
Are you setting up
server-side tagging?
Are you following
and implementing
Google & Facebook
updates?

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We’re here to help.
invd.co/cookies
Samantha Kermode Blaine Kinsey Paul Headley
VP, Strategic Growth Director, Lead Nurture VP, Strategy & Analytics