When it comes to advertising, the internet cookie is sort of like an old smartphone. Sure you’ve had it for awhile and it still works (although not as well as you’d like), but at the end of the day you’ll continue to use it for now because you’re locked in until something better comes along. In fact, when we break down just how ineffective internet cookies actually are, we’re pretty sure you’ll be ecstatic to learn that there’s another option available for digital marketers that’s more accurate and versatile—identity-based advertising.

1. CONFIDENTIAL 2016 Unified Enterprises, Corp
How Social Identities Are Outperforming
Internet Cookies, And Why Marketers
Should Be Thrilled

2. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 2
• What Are Internet Cookies Again?
• Compelling Reasons Why Internet Cookies
Aren’t So Sweet
• A Case Of (Un)Mistaken Social Identity
• How The Cookie Crumbles
• The Bottom Line For Marketers
What We’ll Go Over Today
WEBINAR CONTENT

3. What Are Internet Cookies Again?
3

4. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4
What Are Internet Cookies Again?
A QUICK DEFINITION
Some icons from flaticon.com

5. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4
What Are Internet Cookies Again?
A QUICK DEFINITION
Some icons from flaticon.com
Web Browser
Data

6. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4
What Are Internet Cookies Again?
A QUICK DEFINITION
Some icons from flaticon.com
Web Browser
Data
Logins Clicks History

7. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 4
What Are Internet Cookies Again?
A QUICK DEFINITION
Some icons from flaticon.com
Web Browser
Data
Logins Clicks History
3rd Party Session
Persistent

8. Compelling Reasons Why Internet
Cookies Aren’t So Sweet
5
Creative Commons “Cookie Monster” by Michelle O'Connell Photography is licensed under CC BY 2.0, This image is an excerpt of the original.

9. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

10. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Meet Maria
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

11. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

12. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

13. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
As a result:
6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

14. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
As a result:
6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
• Clicks, logins & browser
history mingle
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

15. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
As a result:
6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
• Clicks, logins & browser
history mingle
• Cookies must make
assumptions to
determine who’s who
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

16. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
As a result:
6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
• Clicks, logins & browser
history mingle
• Cookies must make
assumptions to
determine who’s who
• Targeting is often
inaccurate
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

17. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
As a result:
6
Reason #1: User Ambiguity
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
• Clicks, logins & browser
history mingle
• Cookies must make
assumptions to
determine who’s who
• Targeting is often
inaccurate
In fact, up to 37% of web
impressions aren’t even
people, which is estimated
to cost advertisers as much
as $7.2B in 2016*.
*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report

18. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 7
Reason #2: Single Device Compatibility
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Maria’s activity on the
family computer
Maria’s activity on her
own cell phone
Maria’s activity on the
family tablet
Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018

19. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 7
Reason #2: Single Device Compatibility
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Maria’s activity on the
family computer
Maria’s activity on her
own cell phone
Maria’s activity on the
family tablet
Cookies cannot track Maria’s activity across devices
Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018

20. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8
Reason #3: Privacy Concerns
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com

21. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8
Reason #3: Privacy Concerns
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com
70%
of users age 18-49 clear
cookies & browser history

22. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8
Reason #3: Privacy Concerns
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com
70%
of users age 18-49 clear
cookies & browser history
32%
of users age 18-49 actively
attempt to avoid advertisers

23. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 8
Reason #3: Privacy Concerns
COMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET
Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com
70%
of users age 18-49 clear
cookies & browser history
32%
of users age 18-49 actively
attempt to avoid advertisers
41%
of users purposely disable
or turn off cookies

24. A Case Of (Un)Mistakable Social Identity
9

25. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10
A Case Of (Un)Mistakable Social Identity
HOW IT WORKS
Illustrations from freepik.com, adaptions made.

26. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10
A Case Of (Un)Mistakable Social Identity
HOW IT WORKS
Illustrations from freepik.com, adaptions made.
Data is collected via
device

27. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10
A Case Of (Un)Mistakable Social Identity
HOW IT WORKS
Illustrations from freepik.com, adaptions made.
Data is collected via
device
Then it’s tied to a social
media ID
SOCIAL ID
Your Customer

28. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 10
A Case Of (Un)Mistakable Social Identity
HOW IT WORKS
Illustrations from freepik.com, adaptions made.
Data is collected via
device
Then it’s tied to a social
media ID
SOCIAL ID
Your Customer
Targeting is then based on
information from real people

29. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 11
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#1

30. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 11
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#1 IT’S USER-
GENERATED,
WHICH MAKES IT:
• Much more accurate
• Much less of a privacy
concern

31. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 12
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#2

32. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 12
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#2 CROSS-DEVICE
ADAPTABILITY
• Social IDs work
seamlessly
across all devices

33. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 13
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#3

34. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 13
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#3 CRM SYNERGIES
• The ability to map
social IDs to CRM
lists

35. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 14
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#4

36. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 14
A Case Of (Un)Mistakable Social Identity
REASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER
#4 IT TRACKS THE
CUSTOMER
JOURNEY
7:30AM
Read News
Content On
Social Media
9:00AM
Share Industry
Articles On
LinkedIn
1:00PM
Instagram
Photo Of New
Food Truck
3:00PM
Plan Weekend
Via Facebook
Messenger
4:00PM
Pin Family
Recipe On
Pinterest
9:00PM
Live Tweet
While Watching
TV

37. When The Cookie Crumbles
15
Photo credit: kevinspencer via Visual hunt / CC

38. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)

39. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)
41%
increase in users
blocking ads
worldwide in 2015
alone

40. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)
41%
increase in users
blocking ads
worldwide in 2015
alone
57%
of senior ad buyers
have problems with
multi-device
measurement of
programmatic ads

41. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)
41%
increase in users
blocking ads
worldwide in 2015
alone
79%
increase projected
in social media ad
spend over the next
three years
57%
of senior ad buyers
have problems with
multi-device
measurement of
programmatic ads

42. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)
41%
increase in users
blocking ads
worldwide in 2015
alone
79%
increase projected
in social media ad
spend over the next
three years
57%
of senior ad buyers
have problems with
multi-device
measurement of
programmatic ads
20%
of digital ad spend
budgets are
projected to be
spent on social
media in 2016

43. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 16
When The Cookie Crumbles
LOOKING AHEAD
Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video
Moves to the Foreground, with Only Partial Solutions in Sight)
41%
increase in users
blocking ads
worldwide in 2015
alone
79%
increase projected
in social media ad
spend over the next
three years
70%
of internet users in
the U.S. are
estimated to be
social users in 2016
57%
of senior ad buyers
have problems with
multi-device
measurement of
programmatic ads
20%
of digital ad spend
budgets are
projected to be
spent on social
media in 2016

44. The Bottom Line For Marketers
17

45. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 18
The Bottom Line For Marketers
HOW WE USE SOCIAL IDENTITIES
Illustrations from freepik.com, adaptions made.
Audience Intelligence
Social identities enhance your ability
to understand your audiences
Advertising Campaign Targeting
Social identities help targeting across
all of your marketing initiatives

46. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19
The Bottom Line For Marketers
IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS
Illustrations from freepik.com, adaptions made.

47. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19
The Bottom Line For Marketers
IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS
Cookies are costing
you money
1
Illustrations from freepik.com, adaptions made.

48. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19
The Bottom Line For Marketers
IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS
Cookies are costing
you money
1
Social IDs are more
accurate &
trackable
2
Illustrations from freepik.com, adaptions made.

49. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 19
The Bottom Line For Marketers
IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS
Cookies are costing
you money
1
Social IDs are more
accurate &
trackable
2
Illustrations from freepik.com, adaptions made.
Identity-based
campaigns perform
better
3

50. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp
Data
20
The Bottom Line For Marketers
IF YOU FORGET EVERYTHING ELSE, REMEMBER THIS
Illustrations from freepik.com, adaptions made.
DataNormalizeTools & Dashboards

51. UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 21
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