A World Without Cookies by Jochen Schlosser

813 views

Published on

Biometrics might be the emperor’s new clothes for smartphone manufacturers, yet it is fingerprinting of an altogether different variety that has marketer’s salivating at the prospect of a cookieless web.

Using information from a mobile device means it is now possible to track a consumer without storing information locally, before doing away with cookies entirely. However, as with any technological innovation there are pros and cons to consider.

Dr. Jochen Schlosser will share discoveries he has made. What advantages are there, why this new ID should not be called fingerprinting and what aspects need to improve before it becomes the de facto standard?

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
813
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A World Without Cookies by Jochen Schlosser

  1. 1. A World Without Cookies Dr. Jochen Schlosser Director Data & IT | Executive Board mail j.schlosser@uniquedigital.de @tschakster Performance Marketing Insights 2014 25.06.2014
  2. 2. 25.06.2014 We Are Unique
  3. 3. 306 CHARTS & DIAGRAMMECookies Are Everywhere… (Re)targeting Analytics CRM Tracking 3rd Party Source: Shutterstock
  4. 4. 4 European Cookie Directive Confusion Opt-In Opt-Out Analytics Retargeting Fingerprinting Is-Alike Act-Alike Device Identification Cookies Profiling Pseudonymity Informational Duties Log-In HTML5 1st Party 3rd Party Cloud DSP SSP DMP Attribution LBA
  5. 5. 507 DATA DRIVEN INNOVATIONEuropean Cookie Directive Strict Opt-In Cyprus, Latvia, Lithuania Denmark, France, Netherlands, Portugal EU Directive not implemented Germany, Greece, Iceland, Liechtenstein, Malta, Norway Other Solutions 17 Countries Source: Field Fisher Waterhouse – Cookie „consent“ rule: EEA implementation; May 2013
  6. 6. 61,2,3,4,5 Client-Device (Ad)Server Network Routing Client Configuration Cloud-Service ID
  7. 7. 707 DATA DRIVEN INNOVATIONWhat About The Experts? Source: Shutterstock
  8. 8. 807 DATA DRIVEN INNOVATION VS What Exactly Are Fingerprints? Source: Shutterstock
  9. 9. 907 DATA DRIVEN INNOVATION Don‘t Call It Schnitzel Source: Shutterstock
  10. 10. 1007 DATA DRIVEN INNOVATION Plug-Ins HTTP - DetailsMIME System Colors Color DepthTime Zone Browser Micro-Versions Resolution NO - Personally Identifiable Information Device Recognition Technical ID
  11. 11. 11 https://panopticlick.eff.org/browser-uniqueness.pdf 07 DATA DRIVEN INNOVATION Experiment  Desktop Unique for 4.2 million browsers  Mobile One identical entry for 2 million browsers Does It Actually Work?
  12. 12. 1207 DATA DRIVEN INNOVATION … and WHY? Fonts Swis721 Lt Bt Swis721 Md Bt
  13. 13. 1307 DATA DRIVEN INNOVATION … and WHY? Plug-Ins + Micro Versions 10.51.2 10.7.0_51 2.2.52 7.0.510.13 14.0.470.1010
  14. 14. 1407 DATA DRIVEN INNOVATIONOut In The Wilderness Source: Shutterstock
  15. 15. 1507 DATA DRIVEN INNOVATION Reality Check Mobile Leads +20% Recognition 90% Unique Visitor -30%
  16. 16. 1607 DATA DRIVEN INNOVATION Why Is That? Visit Delete Visit Delete Visit Unique Visitor 123
  17. 17. 1707 DATA DRIVEN INNOVATION AND  Cookie Extension  Mobile Tracking  Data Privacy  Retargeting  CRM Integration Best of Both Worlds Technical ID
  18. 18. 18The Next Big Thing? Source: Shutterstock
  19. 19. 19How To Bridge Devices ?
  20. 20. 20What a Surprise ID
  21. 21. 21The Lucky Few CRM Integrate Set GoLogin
  22. 22. 22The Same Old Gang
  23. 23. 23Last Exit – Data Science Statistical Mining Behavioral Data Platform Integration Source: adbrain
  24. 24. 24How Exactly Does It Work? Source: Shutterstock
  25. 25. 25How Exactly Does It Work Source: Drawbridge
  26. 26. 26What Does It Do? 9:00 a.m. Home Work 7:00 p.m. Lunch Sports Twitter Fashion Facebook 12:00 a.m. 13:30 a.m. Source: Google Maps
  27. 27. 27The Future Standard Platforms Channels Reach++ Performance++
  28. 28. 28What‘s Your Next Move? Source: Shutterstock
  29. 29. uniquedigital GmbH Neuer Wall 10 20354 Hamburg t +49 (0)40 881414-10 f +49 (0)40 881414-14 e info@uniquedigital.de i www.uniquedigital.de Geschäftsführer: Thomas Kabke-Sommer HRB 88134 Amtsgericht Hamburg UST-ID-NR. DE 813 764 166 Impressum Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der uniquedigital GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung, die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte sind nicht gestattet.

×