A cookieless world — What will this major shakeup do for your business or clients? What impact will this hit to digital advertising have on lead quality from your paid marketing campaigns? The elimination of third-party cookies means Google will become even more of a walled garden. How will you adapt to overcome this change? Register for this webinar to learn how savvy marketers can utilize improved paid search techniques to benefit from the first-mover’s advantage. In this webinar, you’ll learn: -What we know so far about the imminent cookieless future. -First-mover advantages, opportunities, and challenges facing search marketers. -Strategies to future-proof and win in this new normal. Join us if you want to succeed beyond the cookie and learn new strategies to drive performance and quality acquisitions. Sreekant Lanka, SVP of Digital Solutions at iQuanti, shares data-backed tips and techniques to leverage paid search beyond the bottom of the funnel.

2. SREEKANT LANKA
• Over 20 years of cross-functional leadership
experience
• Currently SVP Digital Solutions at iQuanti
• Previously, headed Programmatic Account
Strategy for Google
• Guest faculty at multiple business schools
• TEDx speaker

3. 1
The evolving privacy landscape
• Changes in third-party cookies and privacy policies
• What we know so far
Today we’ll discuss…
2
Impact on digital marketing ecosystem
• Impact on advertising capabilities
• Impact on digital channels
3
What should search marketers do?
• Tactics to win in Paid Search in a cookieless world
• Where to begin your journey

4. The privacy regulation landscape is evolving,
and marketers need to keep pace

5. Here’s what has been changing: Customer mindset
• Users are yet to fully comprehend
the pros and cons of sharing
privacy consents
• In the past, too much of data
collection has been done without
knowledge, leading to scepticism.
Customer mindset is changing

6. Here’s what has been changing: Cookie landscape
• Google’s Chrome pushed the cookie
demise to mid 2023 with fluctuating
timelines of sandbox testing
• Google drops its FLoC initiative and
replaces it with TOPICS API.
There are rapid changes in the
Cookie landscape

7. Here’s what has been changing: Policy changes
• GDPR and CCPA, followed by regional
laws are leading to larger tech changes
• iOS changes are giving more power to
the end user and restricting the
capabilities of larger MarTech and DSP
players
Privacy policy landscape is leading
tech changes

8. Continued focus on privacy since 2018, leading to changes in the legal and
technology landscape

9. A QUICK POLL:
On a scale of 1 to 5, how ready do you (or your organization) feel to win in
performance marketing in a cookieless world?
(1 being feeling completely clueless to 5 being feeling completely ready)

10. The move to a privacy-first world has significant
implications for the entire digital ecosystem

11. ID Resolution
Connecting identities across
channels and devices to get
more difficult
01
How will your advertising capabilities be impacted?

12. ID Resolution
Connecting identities across
channels and devices to get
more difficult
01
Targeting
Shift to utilizing more 1st party data
and 2nd party data becomes the
need of the hour
02
How will your advertising capabilities be impacted?

13. ID Resolution
Connecting identities across
channels and devices to get
more difficult
01
Targeting
Shift to utilizing more 1st party data
and 2nd party data becomes the
need of the hour
02
Reach and Frequency Tracking
Advertisers will not be able to track
and manage reach and frequency to
control their campaigns properly.
03
How will your advertising capabilities be impacted?

14. ID Resolution
Connecting identities across
channels and devices to get
more difficult
01
Targeting
Shift to utilizing more 1st party data
and 2nd party data becomes the
need of the hour
02
Measurement and Attribution
Conversion and user journey tracking will
become more complex with last-touch
credits instead of view through or cross
platform/multi-touch credits
04
Reach and Frequency Tracking
Advertisers will not be able to track
and manage reach and frequency to
control their campaigns properly.
03
How will your advertising capabilities be impacted?

15. ID Resolution
Connecting identities across
channels and devices to get
more difficult
01
Targeting
Shift to utilizing more 1st party data
and 2nd party data becomes the
need of the hour
02
Fraud Detection
Grouped targeting instead of one-on-one
user targeting might lead to generalised
user behaviour which could easily be
replicated by fraudulent sites.
05
Measurement and Attribution
Conversion and user journey tracking will
become more complex with last-touch
credits instead of view through or cross
platform/multi-touch credits
04
Reach and Frequency Tracking
Advertisers will not be able to track
and manage reach and frequency to
control their campaigns properly.
03
How will your advertising capabilities be impacted?

16. How will the different digital channels be potentially impacted?
Programmatic Display
Programmatic Display Programmatic Display
Paid Social Programmatic Display
Paid Search

17. How will the different digital channels be potentially impacted?
Programmatic Display
• Reduced audience
options and sizes
• Restricted similar
audience creation
• Remarketing
• Reduced third-party
audience options
Programmatic Display Programmatic Display
Paid Social Programmatic Display
Paid Search

18. How will the different digital channels be potentially impacted?
Programmatic Display
• Reduced audience
options and sizes
• Restricted similar
audience creation
• Remarketing
• Reduced third-party
audience options
Programmatic Display Programmatic Display
Paid Social Programmatic Display
Paid Search
• Limited dynamic
retargeting
• Reduced attribution
capabilities
• Reduced audience
sizes
• Facebook analytics
shut down

19. How will the different digital channels be potentially impacted?
Programmatic Display
• Reduced audience
options and sizes
• Restricted similar
audience creation
• Remarketing
• Reduced third-party
audience options
Programmatic Display Programmatic Display
Paid Social Programmatic Display
Paid Search
• Limited dynamic
retargeting
• Reduced attribution
capabilities
• Reduced audience
sizes
• Facebook analytics
shut down
• Strong competition,
higher CPAs
• Cross channel
attribution
• Limited use of first-
party segments
• Remarketing

20. Google is responding with privacy sandbox proposals that solve for different
problem statements

21. Google is responding with privacy sandbox proposals that solve for different
problem statements

22. A QUICK POLL:
Which privacy sandbox proposal are you most excited about?

23. Paid Search will get increasingly competitive.
What should search marketers do?

24. Here are 7 tactics
we recommend you
start actioning
today

25. Smarter ad copies will increase landing page relevancy, lower costs and improve
conversion rates
Business Data Webpage
1. Renew your focus on driving campaign efficiencies

26. Smarter ad copies will increase landing page relevancy, lower costs and improve
conversion rates
Business Data Webpage
• Responsive Search Ads
1. Renew your focus on driving campaign efficiencies

27. Smarter ad copies will increase landing page relevancy, lower costs and improve
conversion rates
Location Insertion
Business Data
Dynamic Keyword
Insertion
Webpage
1. Renew your focus on driving campaign efficiencies
• Responsive Search Ads
• Location insertion
• Dynamic Keyword
Insertion

28. Smarter ad copies will increase landing page relevancy, lower costs and improve
conversion rates
Location Insertion
Business Data
Ad Customizers
Dynamic Keyword
Insertion
Webpage
DSAs
• Responsive Search Ads
• Location insertion
• Dynamic Keyword
Insertion
• Ad Customizers
• Dynamic Search Ads
1. Renew your focus on driving campaign efficiencies

29. Cross-sell
segments
Profitable
segments for
lookalike
Remarketing
segments
Negative
targeting
segments
Unified
First Party
Customer
View
Product
Ownership
Financial
Standing
Transactional
Data
Website
Behavior
Mobile App
Direct Mail /
Email
Partner Sites
(Co-brand)
Creating a unified customer view will help maximize the potential of your first-party data
2. Maximize the potential of your first-party data

30. We recommend transition from a rules-based approach to a machine learning based
approach to building retargeting segments
2. Maximize the potential of your first-party data

31. Pivot from optimizing for conversions to optimizing for profitability / ROAS by leveraging
advanced analytics
For a Deposits customer, by leveraging instant funding balances as a predictor of profitability and scoring customers in real time based on
funding behavior, we drove 1.8X improvement in average balances and 1.9X improvement in ROAS.
Case Study
3. Put a stronger focus on ROAS

32. Test mid funnel search campaigns for increased exposure and to combat competition
in lower-funnel search
4. Leverage paid search for mid-funnel
Cookieless
world
Why search marketers need to
pivot targeting from
lower-funnel search?
• Most digital channels will
become less efficient
• Tracking will become difficult
in the post-cookie world
• There would be a higher
traction to lower-funnel paid
search
• This would lead to increased
competition and CPAs.
What can search marketers do to leverage
paid search for mid-funnel?
Test shifting budgets
to mid-funnel search
campaigns for more
exposure to your
prospects
Go after the right mid-funnel keywords
and identify pockets of opportunities
which are relevant for your brand /
product, steer clear of aggregator heavy
generic keywords such as 'best' or
'compare’
Experiment
with multiple
campaign
messaging
Use DDA to
connect your
users’ journey
for better
attribution
Build
customized
experiences
through landing
page content
Layer first
party
audiences

33. 5. Maximize the potential of Google Marketing Platform
Majority of the challenges around targeting, measurement, attribution, ID resolution,
etc. would not exist within the Google ecosystem
“Taller wall(s)ed gardens”

34. Understand the influence of activation channels across other digital channels
Other Platforms (Click data through Click
tagging)
• Social Platforms
• Organic Search
• Affiliates
• Other DSPs
Google Platforms (Impression and Click data)
• Campaign Manager
• Display and Video 360
• Search Ads
5. Maximize the potential of Google Marketing Platform

35. Understand the influence of activation channels across other digital channels
Conversion paths report shows the sequences of interactions (for
example, clicks/referrals from channels) that led up to each
conversion and transaction.
Model Comparison report allows you to compare how different
attribution models impact the valuation of your marketing channels.
5. Maximize the potential of Google Marketing Platform
Other Platforms (Click data through Click
tagging)
• Social Platforms
• Organic Search
• Affiliates
• Other DSPs
Google Platforms (Impression and Click data)
• Campaign Manager
• Display and Video 360
• Search Ads

36. Google is enhancing its capabilities to empower its stack’s capabilities
5. Maximize the potential of Google Marketing Platform
Google Consent Mode
• Allows you to adjust how Google tags behave based on the consent status of your users.
• You can indicate whether consent has been granted for analytics and ads cookies.
• Google's tags will dynamically adapt depending on consent type

37. Google is enhancing its capabilities to empower its stack’s capabilities
5. Maximize the potential of Google Marketing Platform
Google Consent Mode
Google Measurement Protocol
• Allows you to adjust how Google tags behave based on the consent status of your users.
• You can indicate whether consent has been granted for analytics and ads cookies.
• Google's tags will dynamically adapt depending on consent type
• Use the Measurement Protocol to:
• Send events that happen outside standard user-interaction
• Tie online to offline behaviour
• Send data from both the client and server

38. Google is enhancing its capabilities to empower its stack’s capabilities
5. Maximize the potential of Google Marketing Platform
Google Measurement Protocol
Google Analytics 4
• Use the Measurement Protocol to:
• Send events that happen outside standard user-interaction
• Tie online to offline behaviour
• Send data from both the client and server
• Privacy-centric platform, designed to work with or without cookies.
• By leveraging machine learning and statistical modelling, GA4 can fill in
data gaps.
Google Consent Mode
• Allows you to adjust how Google tags behave based on the consent status of your users.
• You can indicate whether consent has been granted for analytics and ads cookies.
• Google's tags will dynamically adapt depending on consent type

39. Integrated ad tech stack and data flow in preparation for a cookieless world
6. Create a long-term strategy for MarTech
• Focus on first party data gathering:
user provided, acquisition channel,
content/web
• Move towards CDP if you want to
integrate data from discrete sources
• Build an integrated measurement
across upper and lower funnel
channels
• Leverage data clean rooms as
applicable

40. 7. Solve for measurement and attribution
Attribution within
closed ecosystems
Attribution
within closed
ecosystems
Google’s Enhanced
Conversion
Tracking
Incrementality
Media Mix
Modelling/
Multi-Touch
Attribution
Measurement becomes more complex and driven by modeling

41. How do you get started on this journey to
building a great foundation for navigating the
cookieless world?

42. Building incremental results in Paid Search
for your brand in a cookieless world begins
with assessing your maturity level

43. A QUICK POLL:
After today, do you feel readier than before to leverage paid search better in a
cookieless world? Would you need a consult to help you get started?

44. Remember:
While there is still a lot of uncertainty about
the future and there are many things you
can't control, there are still actions you can
take to ensure you come out ahead on the
other side.

45. Always…
• Keep a close eye on the latest developments in the industry such as
Google Sandbox initiatives, identity resolution-led initiatives, browser
and device changes, etc.
• Test out alternate tactics which address for improved targeting,
measurement, and data usage, ahead of time to discover the best
channels for your business and build a future-proof enterprise
strategy.
• Start building a robust infrastructure that maximizes the potential of
first-party data and ensures compliance with the new privacy
regulations.

47. Bangalore
Singapore
London
Toronto
New York
Chicago
San Francisco
Mexico City
Sreekant.Lanka@iQuanti.com
Connect on LinkedIn
iQuanti.com
Thank You!