Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next?

So Your Cookie Crumbled, What’s Next?
April 21, 2021
© 2021 Tealium Inc. All rights reserved.
M
a
s
t
e
r
c
l
a
s
s
1

© 2021 Tealium Inc. All rights reserved. | 2
● 5 classes making up a comprehensive guide to not only
surviving, but thriving in a post third-party cookie world
● Who should attend? Advertising, analytics and customer
experience professionals
● Today – covering a high level view of how we got here and
hopefully providing some best practices along the way
● In upcoming sessions we will take deep dives into specific
technologies (DMP), strategies (Identity and Privacy), and
solutions to rebuild your customer experience playbook
around first-party data.
● Next session – May 5th
: Dude, What About my DMP?
Thinking About Advertising Post Third-Party Cookie
Welcome! Class is now in session.
What can I expect throughout this series?
M
a
s
t
e
r
c
l
a
s
s
1

Jake Spencer
Director, Product
Marketing, Tealium
Nice to meet you.

Travis Cameron,
Regional Vice President –
Americas’ – Strategic Partnerships
Nice to meet you.

Agenda
1. So my cookie is crumbling. How did we get here?
2. What’s the way forward?
3. What should I be thinking about today?
4. What obstacles might I face along the way?
5. Benefits of a first-party data strategy
Ask away! Submit your
questions throughout the
presentation so we can
answer them during
our Q&A!
M
a
s
t
e
r
c
l
a
s
s
1

6
1 – How Did We Get Here?

What’s Happening?
Change… lot’s of it
M
a
s
t
e
r
C
l
a
s
s
1

● A long time ago – there was a world without third-party cookies. Browsing the internet was generally the same for
everyone across the globe.
● Today the digital world looks very different. More than 77% of websites use tracking cookies, as well as 82% of all
digital ads, according to eMarketer.
● But for many, ultra-personal became personal.
○ 75% of consumers believe most companies handle their sensitive information irresponsibly
○ 51% of customers regularly clear their cookies.
○ 44% of customers opt out of cookies altogether
● While privacy is a must for consumers, the desire for personalization also isn’t being be left behind.
○ Consumers still desire personalized experiences with 91% reporting they are more likely to shop with brands
that provide offers and recommendations that are relevant to them.
○ 80% also reporting are more likely to make a purchase from a brand that provides personalized experiences.
● So what are we left with?
How Did We Get Here?
Let’s Take a Look Back Before We Head Forward
M
a
s
t
e
r
c
l
a
s
s
1

How Did We Get Here?
Let’s Take a Look Back Before We Head Forward
M
a
s
t
e
r
c
l
a
s
s
1

3rd
-Party cookies, regulatory shifts and browser playground spats
The Big 3
3rd
Party Cookies Regulatory Changes Browser Updates
Use cases for measuring and
reaching users with third-party
cookies are limited and will
continue to decrease over time
Keeping pace with the
momentum of GDPR, new
regulations such will continue to
impact how data can be
collected
and used
Heightened controls are
impacting traditional data
collection (e.g. third party
cookies and device identifiers)
M
a
s
t
e
r
c
l
a
s
s
1

Data Deprecation:
“Data deprecation restricts tracking and access to consumer
data due to regulatory, browser, walled-garden, or consumer
actions.”
M
a
s
t
e
r
c
l
a
s
s
1

Advertising
Ability to target customers,
prospects, and lookalikes is
significantly diminished, as
is performance data to
drive optimizations
Analytics
Measurement of digital
platform activity, and the
marketing placements that
drive traffic, will suffer
significant gaps
Experiences
Ability to recognize,
remember, and
recommend is dramatically
decreased without cookies
Site personalization
Controlled A/B/n
experimentation
Persistent logged-in
state
Media measurement &
attribution (ROAS)
Audience analysis
Lifetime value analysis
Prospect targeting
Site retargeting
Lookalike targeting
Suspect targeting
CHALLENGE
KEY
USE
CASES
Data Deprecation Can Impact Many Teams
The importance of shifting data management strategy for business is critical
M
a
s
t
e
r
c
l
a
s
s
1

2 – What’s the Way Forward?

DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S THE WAY FORWARD?
“We Give Up”
• Head back to the way things used to be and buy advertising direct
• Focus on fuzzy measurements like last click attribution
• Go for scale rather than contextual or personalized experiences
“We Find Workarounds”
• Consistently changing your data strategies as browsers change theirs
• Hack our way into user IDs
• Privacy and consent come second
“We Start to Deliver a First-Party Driven Approach”
• Build a foundational customer data pipeline for your business (real-time, channel independent, trusted)
• Collect every first-party interaction with consent, rely on more accurate data
• Integrate data into the marketing and analytics tools to deliver customer-first experiences
M
a
s
t
e
r
c
l
a
s
s
1

Re-aligning the Strategy and the Technology
Strategy Technology
Data Collection,
Orchestration
Data Management
Flexibility
Real-time (including
Automation and ML)
Consent and Value
Exchange
Targeting Mix
Maximize 1st Party Data
Assets
M
a
s
t
e
r
c
l
a
s
s
1

Re-aligning the Strategy and the Technology
Strategy Technology
Data Collection,
Orchestration
Data Management
Flexibility
Real-time (including
Automation and ML)
Consent and Value
Exchange
Targeting Mix
Maximize 1st Party Data
Assets
Across Channels and
Teams…. Over Time
M
a
s
t
e
r
c
l
a
s
s
1

Areas to Make an Immediate Impact
What should you be doing today
Adapt media and
analytics strategies
Reduce dependency on
cookie-based targeting, and
evolve ways of working to
orchestrate across data sources
Become a digital
destination
Enhance digital resources,
content and provide a
personalized experience.
Current and future visitors will
increase online authenticated
visits through strong value
exchange
Build a durable 1st
party data core
Capture and integrate durable
identifiers in the 1st party via
server-side tools.
Enable collection and matching
across owned online and offline
systems and partner platforms
M
a
s
t
e
r
c
l
a
s
s
1

3 – Let’s Take Another Step Forward

Build a Durable
First-Party Data
Collection and Identity
Strategy

ACTIVATE
DATA
COLLECT
DATA DATA
ACCURACY
AND QUALITY
BUILD OWNED
PROFILES AND
AUDIENCES
MAKE DATA
AVAILABLE
EVERYWHERE

Advertising, Analytics,
etc.
CONSUMER
JASPER’S
WEBSITE
WEB
BROWSER
SERVER-SIDE API EVENT
PIXEL EVENT
CONSENT MANAGEMENT
Tealium gathers consent on custom owned properties to ensure strong data
hygiene through the data distribution life cycle, protecting brands and publishers
What Does First-Party Collection Look Like?

WEB
Visits
Pageviews
Engagement
Conversions
MOBILE APP
Install Date
Behavioral Data
Location Data
Sessions
TRANSACTIONAL
$ Spent
Revenue
Support Tickets
Renewal Milestones
SEGMENTATION
Segments
Scores
Inferences
PAID CHANNELS
Channel
Campaign
Creative
Engagement History
DIRECT
Name
Email
SSO
Device ID
OWNED CHANNELS
Emails Sent/Open
Push Notif Opens
Emails Clicked
What Does a First-Party Profile Look Like?
Let’s Look at a Real-Life Example
COMPLIANCE
Opt-in Date
Marketing Subs
Blacklist Channels

© 2021 Tealium Inc. All rights reserved. 24
Become a Digital
Destination

● As more identifiers go away, the pressure on companies will increase to provide a value exchange for information
from your customers
● Take a privacy-first and customer-first approach by telling customers why you are asking for their email (or other
identifiable info), and how it will be used to improve their experience with your app or website going forward.
● Options for data collection that include progressive capture and ensure the trade off of data to value is balanced and
fair
● Think about long tail options for authentication. If someone comes back to you 8 days later you will not know who
they are no matter the platform -- what is going to make this person want to login and share with me every single
time?
● How are you making that experience valuable enough for frequent and repeat visitors especially in industries with low
authentication and high mobile traffic
● Experiment with new use cases - facial recognition login to your site.
Become a Digital Destination
The Full Picture
M
a
s
t
e
r
c
l
a
s
s
1

What Does that Look Like?
Create Strong Value Exchange and Human Focused Language
M
a
s
t
e
r
c
l
a
s
s
1
What are we collecting?
How will you benefit?
Tailored brand experience
With the rest of the site

What Does that Look Like?
Become a Digital Destination
M
a
s
t
e
r
c
l
a
s
s
1
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
help meet your goals

Adapt Media and
Analytics Strategies

Adapt Media and Analytics Strategies
First-Party Data Based Use Cases We’re Seeing
● Audience Suppression: With greater control and collection over
what’s happening on owned digital properties, companies can
more effectively segment out audiences they don’t want to
advertise to and ensure budget is allocated appropriately
● Retargeting: Bring consented, first-party data into platforms like
Google and Facebook in order to match audiences and drive
retargeting campaigns
● Lookalike Modeling: With high-quality first-party data, you can
reliably and accurately identify your highest-value customers in
other publisher ad platforms
● Powering future proof performance measurement: More
accurate conversion tracking with both server-side and client-side
efforts
● Improving owned channels: Owned channels outside of
advertising like email, VOC, support and more get a boost from
better data
M
a
s
t
e
r
c
l
a
s
s
1

● Third-party audiences will begin to dwindle, along with the effectiveness of your DMP, but that doesn’t mean that all is
lost on delivering great experiences, building audiences and measuring ad effectiveness
● Be prepared with your first-party data to the walled gardens. The brands that will get the most from walled gardens
will be ones that own and manage consented first-party data that they can use to help optimize campaigns and
measurement.
● Begin investigating data partnerships (cleanrooms, co-ops) where it makes sense, but ensure that the right data is
being identified and matched on. Technology and partners that can help to support this will become increasingly more
important to support internal data analysis/engineering teams.
● What’s old is new again. We will have some return to brand marketing and contextual advertising. Hone in on owned
channels, walled gardens, and publishers with strong data on their audiences
● Start to build a data center of excellence. Bring internal and external teams together to continue to set expectations,
and using actual sales as the main measure will be key over the short term. Quickly evaluating technology
opportunities through trials and POCs will be needed to adjust.
Adapt Analytics and Media Strategies
The Full Picture
M
a
s
t
e
r
c
l
a
s
s
1

4 – Obstacles You May Face Along the Way

Obstacles You May Face Along the Way
What should you be doing today
Cross-Functional
Alignment
Change is hard and so is getting
teams to change with you.
Ultimately the brands that will win
out as a result of this change are
those that are approaching data
as a team sport across customer
experience, analytics, marketing
and developer teams.
Finding the right
partners to help
navigate
Flexibility and adaptability are
your most powerful assets in a
time when we have no clear
winners as a result of industry
shifts. Select partners that are
neutral and are keeping pace with
the market as new opportunities
present themselves.
Get managers up to
speed with changes
Dashboards, reporting, and
attribution are all going to be in a
continual state of shift over the
course of the next 18 months as
brands continue to adjust the way
that they collect, purchase, and
report in digital media.
M
a
s
t
e
r
c
l
a
s
s
1

5 – Benefits of this Approach

Benefits of a First-Party Approach
A first-party data strategy helps to better understand and engage customers
• Revenue Growth
○ Create audiences based on business-defined customer attributes, journey stage, behaviors and create predictive
audiences to anticipate behavior
○ Increase conversions, upsell and cross sell opportunities by personalizing each step of the customer journey with 1st
party data
• Cost Savings
○ By automating and unifying first-party data practices, while reducing technical complexity of using data to relieve
marketers, analysts, and developers of cumbersome manual processes.
• Increased Agility
○ Trigger owned and paid communications based on real-time data and events, quicken time to value for new venues
○ Set up automated flows and marketing/analytic tool triggers based on customer data to save time
• Increase Trust
○ Collect privacy-conscious data (1st party) and create a unified customer profile to honor customer preferences
○ Break down data silos for consistent and accurate customer view from mobile, IoT, Web and omnichannel sources
○ Visualize and create audiences based on consent status before propagating out to third party technologies
M
a
s
t
e
r
c
l
a
s
s
1

STATE OF THE CDP 2021 REPORT
See how marketers are using a CDP to tackle challenges accelerated
by COVID-19
DEFINITIVE GUIDE TO CUSTOMER DATA PLATFORMS
Get tips for starting your CDP project, staffing your team, and more
MASTERCLASS SERIES
Check out what’s next for our series!
Click on the Attachments tab
below to learn more about
how Tealium can help your
organization reach its
customer data goals
Links in the attachments
Where Can You Learn More?

Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next?

Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next?

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next?

Similar to Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next? (20)

More from Tealium

More from Tealium (20)

Recently uploaded

Recently uploaded (20)

Third-Party Cookie Loss Masterclass 1: So Your Cookie Crumbled, What's Next?