The future of digital activation is being radically disrupted and the changes need to continue business as usual are across the entire digital ecosystem. We will dive into the origins of digital identity within digital activation, discuss the industry's current responses and future solutions, and lay out a path forward on how to organize your business for the road ahead.

1. Future of Identity and
The Cookie-less Future
MASTER
CLASS
Jason Kline
MANAGING DIRECTOR
LAKELAND CONSULTANT GROUP
DETROIT, MI ~ JUNE 8 - 9, 2023
DIGIMARCONGREATLAKES.COM | #DigiMarConGreatLakes

2. LAKELAND CONSULTANT GROUP
THE FUTURE OF ACTIVATION
Leaving the cookie before it crumbles

3. The Future of Digital Activation is being Radically Disrupted

4. 4
AGENDA FOR TODAY
IDENTITY & ACTIVATION
A QUICK, BUT IMPORTANT
PRIMER ON THE IMPACT OF
IDENTITY WITHIN
DIGITAL ACTIVATION
A PATH FORWARD
A RECOMMENDATION ON
WHERE TO FOCUS & HOW TO
ORGANIZE TO
LEAD THE INDUSTRY
INDUSTRY RESPONSE
AN OVERVIEW OF THE
EVOLVING SOLUTIONS TO
TRANSFORM IDENTITY FROM
ACROSS THE INDUSTRY

5. LAKELAND CONSULTANT GROUP
IDENTITY 101
“Those who cannot remember the past are condemned to repeat it”

6. LAKELAND CONSULTANT GROUP
IDENTITY IS THE CONNECTIVE TISSUE OF DIGITAL
The ability to deliver an accurate and persistent view of the customer journey…
by connecting disparate data signals across touchpoints and over time
Target Audiences
Optimize Investments
Attribute Success
Consumer Journey
Lifetime Value
Actionable Insights Strategy Activation

7. LAKELAND CONSULTANT GROUP
Identity isn’t just
offline or online.
It’s both.
Online
Identifiers
• Deterministic &
probabilistic
• High scale
• Tell about browsing
behaviours & devices
Offline
Identifiers
• Deterministic
• Limited volume
• Tell about customers &
transactions
+

8. LAKELAND CONSULTANT GROUP
Deterministic
aka Declared
• Associate a device to a person
based on an authentication event
data, e.g.:
- Name
- Email
- Phone
• This action creates an anonymised
identifier known as a consumer ID
across multiple devices (used to
login to various accounts)
Both Types of Links
Provide Value
• Deterministic and probabilistic data
compliment each other
• Probabilistic data can make
connections between
authenticated and unauthenticated
devices, people and households
Probabilistic
aka Inferred
• Connect a device to a person, based
on characteristics and metadata, e.g.:
- Browsing behaviour
- IP addresses
- Operating systems
- Cookies
- MAIDs
• Help weed out false information
through looking at a variety of data
signals vs. just binary deterministic
matches
DETERMINISTIC VS PROBABILISTIC DATA

9. LAKELAND CONSULTANT GROUP
THE MANY FLAVORS OF IDENTITY
PII
3rd Party
Cookie
SSO
1st Party
Cookie
Mobile
Advertising
ID (MAID)
Anonymous
Publisher
Tracking
Personally
Identifiable
Information
Authenticated
User
Anonymous
Cross-Domain
Tracking
Time, Location,
Environment, &
Content
Panel
Contextual
Data
Survey
Panelists
Anonymous
Mobile App
Tracking
Known Recognized Unknown / Unrecognized
INFERRED /
PROBABILISTIC
Identity is determined by anonymous
identifiers assigned to each browser / OS
DECLARED /
AUTHENTICATED
Identity is determined by consumer
personally identifiable information
LOSS IN FIDELITY,
BUT MORE SCALE
STRONG
SIGNAL
STRENGTH
Most Durable Most Actionable Most Scalable

10. LAKELAND CONSULTANT GROUP
HOW WE VALUE DIFFERENT FORMS OF DIGITAL IDENTITY
Accuracy - the ability for an identifier to
resolve to a single real person
Scale - the coverage of an identifier across
the population
Availability - how easy it is to transact on
the identifier
Permanence - how stable the identifier is
over time

11. LAKELAND CONSULTANT GROUP
Cookies are browser-specific files that allow us to identify users & provide personalized experiences
Without Cookies, the Internet would have no memory and be a very frustrating experience
User
preferences
WHAT DOES A COOKIE ACTUALLY DO?
Content
paywalls
Autocomplete
forms
Shopping cart
items
Media Targeting
Creative
Personalization
Track & Attribute
Conversions
Reach &
Frequency
Measurement
1st Party Cookies
Are written into your browser’s
memory & come with an
expiration date. They collect
data that enables a better
consumer experience on the
publisher’s site & can only be
set & read by that publisher
3rd Party Cookies
Are also stored in your browser
& have a set expiration date.
However, these enable
tracking, targeting, &
measurement across
properties and can only be set
& read by the 2nd or 3rd party
owner
Message
Sequencing

12. LAKELAND CONSULTANT GROUP
THE SLOW DEMISE OF THE 3 RD PARTY COOKIE
OOH
Addr TV
Video
Social
Display Email
Search Website.com
Print Radio Linear TV
Mobile App
Identity Enabled
% of Impressions
PII PII PII PII
3rd
100%
50%
25%
75%
Cookie-Powered
Browser changes, mobile growth, & new regulations have dropped addressability ceiling ~30% over past 3+ years
40
%
30
%
30
%
1st

13. LAKELAND CONSULTANT GROUP
We, as consumers, are
forcing the entire
ecosystem to radically
change in ways not felt
since early days of
digital
Privacy & Consent
Over 25 markets developing similar laws to GDPR;
CCPA & state-driven standards; roll out of TCF 2.0 in
Europe
Balkanization of Identity
Walled Gardens, like Facebook, Google, Apple, & others
see owning identity as central to security & differentiation
Death of the 3rd Party Cookie
Browsers & OS are differentiating based on greater
consumer control & protection around how their data is
tracked & shared
Operational Complexity
Continued expansion of the feature rich, but highly
fractured, landscape of marketing technology solutions

14. LAKELAND CONSULTANT GROUP
THAT CHANGE IS ALREADY HAPPENING
Limited Ad
Tracking
Apple
ITP 1.0
Apple
ITP 2.0
Mozilla
ETP
Apple ITP
2.1
Apple
ATT
Apple
ITP 3.0
FLoC
Chrome
Privacy
Protected
Audience
API
MAIDs Cookies
Chrome no
longer supports
3rd party cookies
iOS allows
consumers to
turn off tracking
Safari defaults
to limiting 3rd
party cookies
Q1-Q2 2024
Q2 2023
Q4 2022
2H 2021
Q1 2021
Q3 2018
Q4 2018
Q2 2018
Q2 2017
Q3 2016
Chrome pilot for
potential
retargeting
solution
Chrome pilots
for targetable
cookie
alternative
Apple blocks IP
address usage -
impacts geo-
targeting
iOS to force
consumer opt-in
& limit any in-
app ad tracking
100
75
50
25
0
Degradation of Actionable IDs
Firefox allows
consumers to
to turn off
tracking
Safari defaults
to blocking 3rd
party cookies
and limits 1st
party cookies​
Safari continues
to update ITP to
combat
workarounds
We are here
~40% of digital is
untrackable today

15. LAKELAND CONSULTANT GROUP
15
“This isn’t just a technical
issue. This a business issue
that will have ramifications
rippling throughout the entire
organization.”
Orchid Richardson, Senior Vice President,
Programmatic+Data Center, IAB
Targeting
Geography
Journey-Based
Owner Data Retargeting
Measurement
Impressions Clicks Outcomes
Surveys
Fraud Viewability
Brand Safety
Attribution
Uniques
Optimization
Reach Frequency Conversion
Sequencing A/B Testing
DCO
Contextual Pub 1st Party
Predictive
3rd Party Data Look-a-Likes

16. LAKELAND CONSULTANT GROUP
Compounding the challenge is
that platforms are creating their
own standards & data sciences,
with little to no incentive to align

17. LAKELAND CONSULTANT GROUP
17
How can we…
1. Accomplish a holistic, compliant view of the
consumer and have the ability to act on it
simultaneously?
2. Evolve measurement to track performance
accurately, rapidly, & at scale across the
fractured ecosystem?
3. Maintain an operational nimbleness & ability to
mitigate costs when it comes to technology
investments?

18. LAKELAND CONSULTANT GROUP
INDUSTRY RESPONSE
“Mostly everything gets worse before it gets better”

19. LAKELAND CONSULTANT GROUP
Governs how data is
captured & actionable
Capture the data that
is consented for use
Experience Owners
aka Publishers
Access Provider
aka Browser / OS
Consolidates data
into profiles
Enables data to
be actionable
Marketing Tech
aka Platforms
Identity Graphs
aka Data Providers
Chrome Privacy
Sandbox
Universal
ID
Contextual
Rebirth
Walled
Gardens
Private Data
Marketplaces
Publisher
Data Co-Ops
Mobile Ad
ID
Data
Fusions
Distributed
Data
Private Identity
Graphs
“Clean Room”
Environments
Data
Co-Ops
Device
Fingerprinting
Fortunately (or unfortunately),
the industry is not lacking in
ideas for supporting the future of
identity
1st Party
Cookie

20. LAKELAND CONSULTANT GROUP
To evaluate the best path
forward, we propose a “north
star” for assessing solutions
based on long term viability
Privacy Centric
Solution must incorporate the ability to empower
consumers to understand & decide whether to allow
tracking
Platform Tailored
Digital is no longer a single channel, with a single way of
working - solutions will need to be tailored to each platform
Operational Feasibility
Solution must address the ability to target, measure, &
optimize in a robust, actionable, & sustainable fashion
Data Portability
Solution must allow for data & identity to flow between
1st party owners & strategic partners with speed, scale,
& safety

21. LAKELAND CONSULTANT GROUP
21
Privacy
Centric
Platform
Tailored
Data
Portability
Operational
Feasibility
Privacy Sandbox
Mobile Ad ID (MAID)
Publisher 1st Party
Contextual Rebirth
Walled Garden
Publisher Co-Ops
Private Data Markets
Data Fusions
Distributed Data
Private Identity Graph
Clean Rooms
Universal ID
Data Co-Ops
Device Fingerprinting
The sober reality is that no
“silver bullet” yet exists and any
path forward will require deeper
understanding, collaboration, &
focused attention

22. LAKELAND CONSULTANT GROUP
Privacy
Sandbox
Universal
ID
Contextual
Rebirth
Data
Fusions
Private
Identity Graph
Distributed
Data
“Clean Room”
Environments
“A good hockey player plays
where the puck is. A great
hockey player plays where the
puck is going to be”
Wayne Gretzky
<60% Coverage
12+ Months Out
<50% Coverage
Unclear Viability
Limited Fidelity Limited Scale
Maximizing
Scalability
Single View
of the Consumer
Data
Portability
Tablestakes
Leading

23. LAKELAND CONSULTANT GROUP
A PATH FORWARD
How can we lead the industry in breaking from the cookie?

24. LAKELAND CONSULTANT GROUP
24
Single View
of Consumer
Future Proof
Activation
Single Source
of Truth
Consumer
Audience
Framework
Modern Metrics
Framework
To lead in the future of identity,
we recommend aligning across
5 key strategic workstreams that
can drive clarity & consistency
across the digital ecosystem
Cross Tier
Model
Journey
Orchestration
1st Party Data
Strategy
3rd Party
Data Strategy
Private Identity
Graph
Clean Room
Partnership
Data
Fusions
Learn & Scale
Plans
Performance
Data Platform
Democratized
Data Science
Source
Strategy
Measurement
Strategy
Cookie-Free
Attribution
Outcome
Framework
Future
Majority
How can we better align current & future investments
around improved understanding of the consumer?
How can we identify & accelerate adoption of the right
solutions to improve targeting & measurement?
How can we better enable optimization through shared
access & understanding of performance?
What is the starting approach for organizing audiences
across tiers, channels & the consumer journey?
How can we better identify what is and isn’t working
with greater fidelity, actionability, & scale?

25. LAKELAND CONSULTANT GROUP
Discover Explore Buy Use Ask Engage
Loyalists
Intenders
Conquests
Avoiders
Message
Variations
Journey
CTAs
Test &
Scale
Predictive
Volumes
Role of
Tiers
Define a connected, actionable approach to
audiences that better orchestrates the brand
+ consumer experience across tiers,
channels, & moments in the journey
Consumer Audience Framework
Journey Phase
Audience
Priorities
Strategic
Levers
Key Deliverables
Cross Tier
Model
Journey
Orchestration
Future
Majority
MESSAGE
METRIC
INVESTMENT
TIER
Clarity around HOW data is leveraged
Why it matters?
What is it?

26. LAKELAND CONSULTANT GROUP
Consumer ID
Graph
Data
Diversity
Privacy &
Consent
Consumer Mgmt Platform
Develop a robust, unified, & portable view of
the consumer that is built for exploration,
insights, & activation in a future-proof fashion
Single View of the Consumer
Key Deliverables
1st Party Data
Strategy
3rd Party
Data Strategy
Private Identity
Graph
Clarity around WHAT data is needed for
insights & targeting
Why it matters?
What is it?

27. LAKELAND CONSULTANT GROUP
Fundamentally alter how data is shared
across internal & external relationships to
strike the right balance of consumer privacy &
continuous innovation
Future Proof Activation
Key Deliverables
Clean Room
Partnership
Data
Fusions
Learn & Scale
Plans
SVOC
CDP
SSOT
DMP
ACTIVATE
AD-SERVER
DSP
OPTIMIZER
PUBLISHER 1STPARTY
Sell Side
Black Box
Leverage Publisher’s view of consumer to target, which can create waste & missed opportunity
Media Buy
SVOC
CDP
SSOT
DMP
ACTIVATE
AD-SERVER
DSP
OPTIMIZER
PUBLISHER 1STPARTY
Buy Side
Black Box
Leverage Marketer’s view of consumer to target, which reduces waste but still can miss
Media Buy
SVOC
CDP
SSOT
DMP
ACTIVATE
AD-SERVER
DSP
OPTIMIZER
PUBLISHER
1STPARTY
CLEAN ROOM
Combine Publisher & Marketer’s data safely to both reduce waste & uncover opportunities
Media Buy
FROM Data Smokescreen
TO Data Collaboration
1ST
PARTY
Clarity around HOW data is activated
Why it matters?
What is it?

28. LAKELAND CONSULTANT GROUP
Establishing a more transparent, collaborative
& actionable understanding of performance
drivers through aligned martech stack &
business intelligence tools
Single Source of Truth
Key Deliverables
Performance
Data Platform
Democratized
Data Science
Source
Strategy
Clarity around WHERE data is managed for
insights & analytics
Why it matters?
What is it?
OOH
Addr TV
Video
Community
Display Email
SEO
COMPANY.com
Radio
Influencer Paid
SEM OTT
Print
eCommerce
Linear TV
FP/LW
MARKETING
Display
Email
SEO
T3 com
Paid
SEM
1ST PARTY SSOT
Consumer Intelligence
Business Intelligence
Content Intelligence Channel Intelligence
AGENCY
DATA
PARTNERS
OWNED
MEDIA

29. LAKELAND CONSULTANT GROUP
Reimagine core metrics & attribution
methodologies for connecting activity to
outcomes without a dependency on cookie
data
Modern Metrics Framework
Key Deliverables
Measurement
Strategy
Cookie-Free
Attribution
Outcome
Framework
Clarity around HOW data is leveraged
Why it matters?
What is it?

30. LAKELAND CONSULTANT GROUP
ASSESSING CURRENT STATE
3rd Party Data Strategy
Clean Room Partners
Data Fusions
Performance Data
Platform
Democratized Dashboards
Measurement Strategy
Cookie-Free Attribution
Private Identity Graph
Learn & Scale Plans
Cross Tier Model
Journey Orchestration
1st Party Data Strategy
Outcome Framework
Source Strategy
Single View
of Consumer
Future-Proof
Activation
Single Source
of Truth
Consumer
Audience
Framework
Modern Metrics
Framework
Future Majority
Maturity
Defined Managed Optimized
Initial Repeatable
Conceptually clear / limited data
Unclear vision & operations
Varying definitions / limited action
Alignment on single provider & gaps
Varying approaches & priorities
Varying approaches & partners
Neustar focus / limited knowledge
Limited understanding / exploration
Google focus / need to expand
Not fully connected / understood
Some consolidation / limited vision
Varying approaches / not aligned
Varying approaches & methods
Low awareness & alignment
Varying approaches / accessability

31. LAKELAND CONSULTANT GROUP
31
Achieving success will require
dedicated focus & collaboration
from a cross-section of the
digital ecosystem
People Process
OWNER
DRIVE ACCOUNTABILITY
PROGRAM MANAGER
COORDINATE EFFORTS
EXPERTS
DELIVER THE WORK
MEDIA CONTENT
AGENCY
EXPERIENCE
IT
AUDIENCE
CHARTER
VISION & DELIVERABLES
CHANGE MGMT
DEPLOY & EDUCATE
DEFINE
DISCOVERY & DESIGN
CREATE
DEVELOP & OPTIMIZE
DECISION
DECISION
DECISION
Priorities

32. LAKELAND CONSULTANT GROUP
Where to start?
Big Bet Alignment
Agree on overall vision, the
dependencies, & the core workstreams to
prioritize
Workstream Pods
Leverage Cookieless Task Force to define
clear owners & supporting expertise to drive
comprehensive solutioning
Dedicated Resources
This can not be a “side hustle” to a full time
job - these efforts require investing (or de-
prioritizing) significant time & focus from
SMEs, local leaders, & project management

33. LAKELAND CONSULTANT GROUP 33
QUESTIONS?

34. LAKELAND CONSULTANT GROUP
34
• Consumer Privacy
• Cross-environment
• Improved message relevancy
• Only works in Chrome
(~65% of browsers)
• Unclear viability / support
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Chrome Privacy
Sandbox
A set of Google API-based signals that will
set standards around ad targeting.

35. LAKELAND CONSULTANT GROUP
35
• Consumer Privacy
• Improved message relevancy
• Limited cross-site tracking
• Unclear viability / support
• Interest based focus
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Chrome Cohorts
Also known as FLoC, Federated Learning
of Cohorts, is a feature based on the idea
that groups of people can replace individual
identifiers (aka. 3rd party cookies).

36. LAKELAND CONSULTANT GROUP
36
• Consumer Privacy
• Conversion and attribution
tracking
• Remarketing capabilities
• Singular platform focus
• <50% of addressable market
• Low opt-in rates
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Mobile Ad ID
(MAID)
User-resettable identifiers provided by the
mobile device’s operating system. Typical
advertising IDs are AdID for Android and
IDFA for Apple.

37. LAKELAND CONSULTANT GROUP
37
• Accurate audience data
• Privacy compliant & transparent
• Cost efficient vs 3rd party data
licensing
• Fragmented publisher
ecosystem
• Inconsistent terminology
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Publisher 1st
Party
Data collected directly from a publisher's
audience and capable of being combined
with relevant and contextual information.

38. LAKELAND CONSULTANT GROUP
38
Contextual
Rebirth
Leveraging data about the context of the
page on which an ad is rendered as a proxy
into consumer intent & current needs
• Greatest scalability
• Leverage publisher data
• Improved message relevancy
• Measurement still broken
• Inconsistent across platforms
• Disconnected from journey
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility

39. LAKELAND CONSULTANT GROUP
39
• Consumer Privacy
• Cross-environment
• Reach & Scale
• No customer insight
• Performance data obscured
• Siloed
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Walled Garden
An ecosystem in which a provider doesn’t
share information, technology, or other data
with other third parties, e.g. Facebook,
Google, Apple.

40. LAKELAND CONSULTANT GROUP
40
• Consumer Privacy
• Cross-environment
• Accuracy
• Fragmented data products
• Unclear viability / support
• Siloed options
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Publisher Co-
Ops
Collection of publishers directly sharing
anonymized 1st party data gathered through
owned and operated website traffic.
JohnDoe@ [Logged in user]
Device 1 Device 2
Publisher A Publisher B
Visitor A
Device 1
Recognized
Visitor
Publisher
Data Co-Op

41. LAKELAND CONSULTANT GROUP
41
• Scale & reach
• Cross-environment
• Measurement and ROI
• Data consistency & accuracy
• Data formatting & taxonomy
• Fragmented industry
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Private Data
Markets
3rd party online marketplaces where
marketers can buy and sell data pertaining
to personal information, demographics,
research and online behavior.
Data
Partner
Data
Consumer

42. LAKELAND CONSULTANT GROUP
42
• Consumer Privacy
• Cross-environment
• Flexible & modular
• Challenging viability / support
• Siloed connections
• Data formatting & taxonomy
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Data Fusions
The process of integrating multiple data
sources to produce more consistent,
accurate, and useful information than that
provided by any individual data source.

43. LAKELAND CONSULTANT GROUP
43
• Consumer Privacy
• Cross-environment
• Accuracy
• Partnership driven
• Unclear viability / support
• Data formatting & taxonomy
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Distributed Data
A distributed network of publisher identity
graphs, connected through federated
architecture to match unique identifiers
between partners without sharing or
exposing the data.

44. LAKELAND CONSULTANT GROUP
44
• Consumer Privacy
• Cross-environment
• Flexible & modular
• Partnership driven
• Unclear viability / support
• Utility providing service
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Private Identity
Graph
A cluster of browsers and devices that have
been probabilistically connected using
anonymous, non-PII data sources like ad
server logs, cookie IDs, device IDs, browser
fingerprints, and IP addresses from the
open web, and are unified around
individual, but anonymous users.

45. LAKELAND CONSULTANT GROUP
45
• Consumer Privacy
• Flexible & modular
• Accurate audience data
• Measurement still broken
• Unclear viability / support
• Partnership Driven
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Clean Rooms
A secure platform where brands can access
advertising data and use it for targeting,
measurement, and analysis. The
advertising performance data provided in a
clean room is aggregated and has controls
to ensure privacy.
Partner Data
CONSENT MGMT
MEDIA
CLIENT WEBSITE
CUSTOMER DATA
OPT-OUT
OPT-IN
TRANSACTIONS
PARTNER
CLIENT DATA
CLEAN ROOM
User-Level Data
CLEAN ROOM
PLATFORM
PARTNER
PARTNER
Consent Signal
Client Cloud
…

46. LAKELAND CONSULTANT GROUP
46
• Consumer Privacy
• Cross-environment
• Accuracy & Measurement
• Fragmented industry
• Unclear viability / support
• Centralized data/ID owners
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Universal ID
A global ID solution that is compliant,
secure, and cross channel while ensuring
full interoperability.

47. LAKELAND CONSULTANT GROUP
47
• Consumer Privacy
• Cross-environment
• Accuracy
• Fragmented data products
• Unclear viability / support
• Siloed options
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Data Co-Ops
Collection of data owners (publishers, retail,
data collectors, etc.) directly sharing
anonymized 1st party data.
JohnDoe@ [Logged in user]
Device 1 Device 2
Publisher A
Data Vendor
Visitor A
ID 123
Data Co-Op
Data Vendor
Visitor A
ID 123

48. LAKELAND CONSULTANT GROUP
48
• Cross-environment
• Reach & Scale
• Accuracy & reliability
• Consumer privacy
• Regulatory compliance
Strength Weakness
Privacy
Centric
Platform
Agnostic
Data
Portability
Operational
Feasibility
Device
Fingerprinting
A set of Google API-based signals that will
set standards around ad targeting.
HTTP Cookie
OS version
Browser version
Browser config.
IP address
…
Device ID
OS version
Phone sensors
Wifi networks
Display properties
…

49. LAKELAND CONSULTANT GROUP
APPENDIX

50. LAKELAND CONSULTANT GROUP
JOURNEY
STAGE
UNIQUE
DIMENSIONS
IMPACT OF
TOUCHPOINTS
PURCHASE
BLOCKERS
CONSUMER
BEHAVIOR
ENVIRONMENTAL
MINDSETS
PRICE
ELASTICITY
ECOM
ACTIVITY
LIFESTYLE
MINDSETS
LIFE EVENT
JOURNEY
EVENTS
LIFESTAGE
PURCHASE
BEHAVIOR
DEMOS
CHANNEL
CONSUMPTION
SEARCH
BEHAVIORS
VIDEO
CONSUMPTION
BROWSING
BEHAVIORS
BRAND
AFFINITY
VEHICLE
OWNERSHIP
CHANNEL
PERFORMANCE
CONTENT
PERFORMANCE
PLATFORM
BEHAVIORS
LOCATION
BEHAVIOR
Data
Diversity
Consumer ID
Graph
Privacy &
Consent
Consumer Mgmt Platform
Develop a robust, unified, & portable view of
the consumer that is built for exploration,
insights, & activation in a future-proof fashion
Single View of the Consumer
Key Deliverables
1st Party Data
Strategy
3rd Party
Data Strategy
Private Identity
Graph
Clarity around WHAT data is needed for
insights & targeting
Why it matters?
What is it?

51. LAKELAND CONSULTANT GROUP
Establishing a more transparent, collaborative
& actionable understanding of performance
drivers through aligned martech stack &
business intelligence tools
Single Source of Truth
Key Deliverables
Performance
Data Platform
Democratized
Data Science
Source
Strategy
Single
View of
Consumer
Plan
Produce
Activate
Optimize
Profile
OOH
Addr TV
Video
Community
Display
Email
SEO
COMPANY.com
Radio
FP/LW
Linear TV
Influencer
Paid
SEM
OTT
Print
eCommerce
Consumer Intelligence
Business Intelligence
Content Intelligence
Modeling
Identity
Consent
Personalized
Dynamic
Results
Rules
Attribution
Channel Intelligence
Validating
Purchasing
Moments
Forecasting
Single Source of Truth
Clarity around WHERE data is managed for
insights & analytics
Why it matters?
What is it?

52. LAKELAND CONSULTANT GROUP
CAPABILITIES MATURITY MODEL
52

53. LAKELAND CONSULTANT GROUP
HOW TO EAT THE ELEPHANT
3rd Party Data Strategy
Clean Room Discovery
Data Fusions
Performance Data
Platform
Democratized Dashboards
Outcomes Framework Cookie-Free Attribution
Private Identity Graph
Learn & Scale Plans
Cross Tier Model
Journey Orchestration
1st Party Data Strategy
Measurement Strategy
Now Next Near Far
Google Clean Room
Open Web Clean Room
Facebook Clean Room
OTT / CTV Clean Room
Source Strategy
Single View
of Consumer
Future-Proof
Activation
Single Source
of Truth
Consumer
Audience
Framework
Modern
Metrics
Future Majority

54. LAKELAND CONSULTANT GROUP
Cookies are browser-specific files that allow us to identify users & provide personalized experiences
Without Cookies, the Internet would have no memory and be a very frustrating experience
User
preferences
WHAT DOES A COOKIE ACTUALLY DO?
Content paywalls
Autocomplete forms
Shopping cart
items
Media Targeting
Creative Personalization
Track & Attribute
Conversions
Reach & Frequency
Measurement
1st Party Cookies
Are written into your browser’s
memory & come with an
expiration date. They collect data
that enables a better consumer
experience on the publisher’s site
& can only be set & read by that
publisher
3rd Party Cookies
Are also stored in your browser &
have a set expiration date.
However, these enable tracking,
targeting, & measurement across
properties and can only be set &
read by the 2nd or 3rd party owner
Message
Sequencing