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The Day After Tomorrow: 
When Ad Blockers Stop All Analytics Platforms

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Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.

Published in: Marketing

The Day After Tomorrow: 
When Ad Blockers Stop All Analytics Platforms

  1. 1. The Day After Tomorrow:
 When Ad Blockers Stop All Analytics Platforms SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #searchlove -- @samueljscott
  2. 2. #searchlove -- @samueljscott 3
  3. 3. #searchlove -- @samueljscott 2
  4. 4. #searchlove -- @samueljscott 1
  5. 5. What Is… #searchlove -- @samueljscott Direct MarketingAdvertising
  6. 6. Advertising #searchlove -- @samueljscott Pros
 
 Creative
 
 Memorable
 
 Builds Brands Cons
 
 Can Flop
 
 Expensive
 
 Not Trackable
  7. 7. Direct Marketing #searchlove -- @samueljscott Pros
 
 Cheap
 
 Adjustable
 
 Trackable Cons
 
 Boring
 
 Not Memorable
 
 Annoying
  8. 8. Direct Marketing #searchlove -- @samueljscott Gets an immediate, trackable response (from a targeted set of people)
  9. 9. Direct Marketing
  10. 10. People Do Not Want Tailored Ads #searchlove -- @samueljscott
  11. 11. People Hate It #searchlove -- @samueljscott MarketingSherpa, March 2017
  12. 12. How the Internet Changed Everything “Madison Avenue fell asleep, direct response marketing ate its brain, and it woke up as an alien replica of itself.” ! — Linux Journal editor Doc Searls #searchlove -- @samueljscott
  13. 13. But People Hate It #searchlove -- @samueljscott Doc Searls,
 Harvard Business Review
  14. 14. Ad Blocking Is Only Increasing #searchlove -- @samueljscott 2017 PageFair Adblock Report
  15. 15. #searchlove -- @samueljscott 2017 PageFair Adblock Report Ad Blocking Is Only Increasing
  16. 16. #searchlove -- @samueljscott 2017 PageFair Adblock Report Ad Blocking Is Only Increasing
  17. 17. #searchlove -- @samueljscott Ad Blocking is the Future 63% use them!
  18. 18. Why You Should Care #searchlove -- @samueljscott Ad blockers stop many other front-end scripts too
  19. 19. Example — TechCrunch #searchlove -- @samueljscott
  20. 20. Adblock & Adblock Plus #searchlove -- @samueljscott Blocks: • Scripts that include “&ads” or “.ads” or “-ads” • Ads + tracking on social media • All major online ad networks • Google Analytics and most other scripts
 can be added for blocking in a few clicks
  21. 21. Ghostery #searchlove -- @samueljscott Blocks by default:
 
 BlueKai. Brightcove. ChartBeat. Crazy Egg. Disqus. DoubleClick. Dstillery. eXelate. Facebook. Gaug.es. Google+. Google AdWords. Google Analytics. Google Dynamic Retargeting. Google Tag Manager. Hubspot. Intercom. Moat. LiveRamp. Lotame. Marketo. New Relic. Omniture (Adobe Analytics). Optimizely. Outbrain. Perfect Audience. Quantcast. ScoreCard Research Beacon. SimpleReach. Spot.IM. Tinypass. Twitter. 
 Visual Website Optimizer.
  22. 22. uBlock Origin #searchlove -- @samueljscott Blocks by default:
 
 Disqus. DoubleClick. Google Analytics. Google Tag Manager. Hotjar. Hubspot. Intercom. MailTrack.io. Marketo. Moat. Optimizely. Outbrain. Parse.ly. Polar Mobile. Reachforce. ScoreCard Research. Skimresources (Skimlinks). Swiftype. Typekit (Adobe). Vidible (AOL). Wordpress Stats. Yahoo. YouTube ads.
  23. 23. 220 million+ block 
 Google Analytics Look at it This Way #searchlove -- @samueljscott — Jason Packer, principal consultant at Quantable
  24. 24. 25% of people worldwide use a VPN - UK and US are 16% VPNs Create Impostor Data #searchlove -- @samueljscott — GlobalWebIndex in Wired magazine
  25. 25. DuckDuckGo Continues to Rise #searchlove -- @samueljscott 200 million visits in August 2017 — SimilarWeb data
  26. 26. Apple Steps Up #searchlove -- @samueljscott Safari 11
 (Macs and iPhones) 
 Intelligent Tracking Prevention lets
 companies track people for only 24 hours after visiting a website
  27. 27. The Truth #searchlove -- @samueljscott We have no idea how much marketing data
 is lost, inaccurate, or never collected at all.
  28. 28. The Truth About Data Data will get you into trouble #digitalzone -- @samueljscott
  29. 29. Judgement Day: May 25, 2018 #searchlove -- @samueljscott
  30. 30. What is GDPR? #searchlove -- @samueljscott •Is your company in the EU?
 • Do you collect or process the data of anyone in the EU?
 
 Pay attention.

  31. 31. What is GDPR? #searchlove -- @samueljscott • Consumers must opt-in to all 
 personal data collection and processing
 • Opt-in can be withdrawn at any time
 • Personal data must be erased upon request
 • Data breach notification and accountability
  32. 32. What is GDPR? #searchlove -- @samueljscott Fine:
 
 — €20 million OR
 — 4% of global revenue
  33. 33. What is GDPR? #searchlove -- @samueljscott EU = tracking cookies and
 non-tracking cookies are the same. • A/B testing • Web design • Currency localisation • Ad frequency capping • Personal stock reports
  34. 34. Who Will Opt-In to Tracking? #searchlove -- @samueljscott 5% — PageFair research
  35. 35. One Example #searchlove -- @samueljscott - The Guardian, September 2017
  36. 36. Google and Facebook #searchlove -- @samueljscott - Princeton University (PDF)
  37. 37. Bottom Line #searchlove -- @samueljscott - Campaign, August 2017
  38. 38. So, What Do We Do? #searchlove -- @samueljscott Take stock & understand your data supply chain
 
 Review vendor contracts
  39. 39. So, What Do We Do? #searchlove -- @samueljscott Localize infrastructure
 
 Invest in data centers in the EU
  40. 40. So, What Do We Do? #searchlove -- @samueljscott Comply with GDPR
  41. 41. So, What Do We Do? #searchlove -- @samueljscott Use analytics platforms that are not blocked 
 by script blockers
  42. 42. So, What Do We Do? #searchlove -- @samueljscott Lobby to change 
 the draft GDPR
  43. 43. So, What Do We Do? #searchlove -- @samueljscott Prepare for the data apocalypse NO TRACKING!
  44. 44. So, What Do We Do? #searchlove -- @samueljscott … by returning
 advertising and creativity
 to marketing…
  45. 45. #searchlove -- @samueljscott So, What Do We Do? Less tracking. Less direct marketing. More creative advertising.
  46. 46. #searchlove -- @samueljscott A Thought to Remember
  47. 47. #searchlove -- @samueljscott 1
  48. 48. Cheers! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum ! sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #searchlove -- @samueljscott

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