The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.

1. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World

2. The Future of
Privacy Series
Lay of the Land for All Things Privacy
10am PT / 1pm ET
Future Proof Your Customer Life Cycle
10:25am PT / 1:25pm ET
Level-Up Your MarTech Strategy & Customer Data
11:15am PT / 2:15pm ET
Google Solutions for Brands to Build a Privacy-First Strategy
12:05pm PT / 3:05pm ET
Apple’s ATT Prompt: Panel with Verizon Media
12:55pm PT / 3:55pm ET

3. Level-Up Your MarTech
Strategy & Customer Data

4. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

5. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
5
*AdAge Best Places to Work 2019-2021

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
NIRISH PARSAD
Marketing Technologist
OSAMA KHAN
Senior Product Manager

8. 8
Twilio Segment CDP at a glance
Privacy
Sources
Website
Mobile
Server
Cloud Apps
Destinations
Customer Engagement
`Repeat Purchase`
`Special Offer’
Storage
Routing
Governance
Destination Apps
Redshift / Postgres / BigQuery /
Snowflake / Azure SQL
Data Warehouse
Synthesis
Feeds Data Back to Profile
Web
Email
SMS Video FB Messenger
WhatsApp
Chat
Mobile
Voice

9. Agenda
layout
● The shifting privacy landscape
● A new customer experience
● Key guiding principles for designing your stack
● Fireside chat: POV from an agency and a CDP
● Q&A
9

10. The personalization privacy paradox:
A false dichotomy
10

11. 11
NOV ‘09
EU Cookie
Legislation
MAY ‘18
EU GDPR
in effect
JAN ‘20
CCPA
in effect
Privacy legislation
is growing.

12. NOV ‘09
EU Cookie
Legislation
MAY ‘18
EU GDPR
in effect
JAN ‘20
CCPA
in effect
JUNE ‘17
Apple ITP 1.0
OCT ‘18
Firefox ETP
FEB ‘19
Apple ITP 2.1
blocks 3PD
cookies
MAY ‘19
Chrome
announces new
cookie controls
SEPT ‘19
Firefox ETP blocks 3PD cookies JAN ‘20
Google to eliminate cookies by 2022
JUNE ‘20
Apple announces iOS 14 App
Tracking Transparency
Browsers are
moving even faster.

13. Consumers demand
privacy.

14. A Day in the Life of a Customer
14

15. 15
A customer’s experience, step-by-step
SALLY
Anonymous
Site Visit
Category
Browsing
View
Product Page
Completes
Order
Inability to
retarget
anonymously
Reduced
analytics
accuracy
Inaccurate
experiments
Unreliable
attribution

16. 16
Sally visits your site
anonymously.
WHAT’S CHANGING
The death of the
third-party cookie and
IDFA prevents
individual-based
retargeting on
third-party ad platforms.
CHANNELS AFFECTED

17. 17
Leverage Identifier for
Vendor (IDFV for iOS
Sally visits your site
anonymously.
WHAT’S CHANGING
The death of the
third-party cookie and
IDFA prevents
individual-based
retargeting on
third-party ad platforms.
CHANNELS AFFECTED
SOLUTIONS
Obtain consent early
across sources
PERSONALIZE THE EXPERIENCE
Retarget based on on-site
activity in-session or to
customers who provide
consent.

18. 18
Sally browses and filters
on category pages.
No cookies & early
cookie expiration
reduces accuracy in
analytics across
sessions.
WHAT’S CHANGING
CHANNELS AFFECTED

19. 19
Sally browses and filters
on category pages.
No cookies & early
cookie expiration
reduces accuracy in
analytics across
sessions.
WHAT’S CHANGING
CHANNELS AFFECTED
SOLUTIONS
First-party
connected pipeline
PERSONALIZE THE EXPERIENCE
Trust your customer data
and analyze interactions
to optimize experiences
Server-side tracking

20. 20
Identify and act on predictive user actions

21. 21
Sally views a
product page.
Early cookie expiration
prevents meaningful,
accurate on-site
experimentation.
WHAT’S CHANGING
CHANNELS AFFECTED

22. 22
Sally views a
product page.
Early cookie expiration
prevents meaningful,
accurate on-site
experimentation.
WHAT’S CHANGING
CHANNELS AFFECTED
SOLUTIONS
Shift to server-side
options for A/B
testing tools
PERSONALIZE THE EXPERIENCE
Maintain accurate
experimentation to
optimize the customer
experience

23. 23
Nudge based on
(non) activity
69%
Average cart
abandonment rate
$4T
Annual revenue lost
from cart abandonment
Source: Baymard Institute

24. 24
WHAT’S CHANGING
Client-side pixels lower
site performance and
allows other vendors to
track users.
CHANNELS AFFECTED
Sally completes
an order!

25. 25
Sally completes
an order!
WHAT’S CHANGING
Client-side pixels lower
site performance and
allows other vendors to
track users.
CHANNELS AFFECTED
SOLUTION
Leverage server-side
conversion tracking
PERSONALIZE THE EXPERIENCE
Improve site performance
and take control of what
customer data you
measure

26. 26
A customer’s experience, step-by-step
SALLY
Anonymous
Site Visit
Category
Browsing
View
Product Page
Completes
Order
Inability to
retarget
anonymously
Reduced
analytics
accuracy
Inaccurate
experiments
Unreliable
attribution
Obtain early
authentication
Leverage
first-party
data collection
Shift to
server-side
A/B testing
Shift to
server-side
event tracking

27. 27
Recommendations for your stack
Obtain authentication
early across sources
Send data server-to-
server where possible
Deploy a first-party
connected pipeline
Move away from
cross-app site tracking
and double down on
first-party data.

28. Fireside Chat
28

29. Schedule Your
Consultation
with a Privacy
Expert

30. Q&A

31. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

32. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World