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.

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

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5. What Is…
#searchlove -- @samueljscott
Direct MarketingAdvertising

6. Advertising
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Pros
Creative
Memorable
Builds Brands
Cons
Can Flop
Expensive
Not Trackable

7. Direct Marketing
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Pros
Cheap
Adjustable
Trackable
Cons
Boring
Not Memorable
Annoying

8. Direct Marketing
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Gets an immediate, trackable response (from a targeted set of people)

9. Direct Marketing

10. People Do Not Want Tailored Ads
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11. People Hate It
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MarketingSherpa, March 2017

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
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13. But People Hate It
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Doc Searls,
Harvard Business Review

14. Ad Blocking Is Only Increasing
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2017 PageFair Adblock Report

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2017 PageFair Adblock Report
Ad Blocking Is Only Increasing

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2017 PageFair Adblock Report
Ad Blocking Is Only Increasing

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Ad Blocking is the Future
63% use them!

18. Why You Should Care
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Ad blockers stop many other front-end scripts too

19. Example — TechCrunch
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20. Adblock & Adblock Plus
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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. Ghostery
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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. 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. 220 million+ block
Google Analytics
Look at it This Way
#searchlove -- @samueljscott
— Jason Packer, principal consultant at Quantable

24. 25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
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— GlobalWebIndex in Wired magazine

25. DuckDuckGo Continues to Rise
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200 million visits in August 2017
— SimilarWeb data

26. Apple Steps Up
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Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only
24 hours after visiting a website

27. The Truth
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We have no idea how much marketing data
is lost, inaccurate, or never collected at all.

28. The Truth About Data
Data will get you into
trouble
#digitalzone -- @samueljscott

29. Judgement Day: May 25, 2018
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30. What is GDPR?
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•Is your company in the EU?
• Do you collect or process the data
of anyone in the EU?
Pay attention.

31. What is GDPR?
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• 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. What is GDPR?
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Fine:
— €20 million OR
— 4% of global revenue

33. What is GDPR?
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EU = tracking cookies and
non-tracking cookies are the same.
• A/B testing
• Web design
• Currency localisation
• Ad frequency capping
• Personal stock reports

34. Who Will Opt-In to Tracking?
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5%
— PageFair research

35. One Example
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- The Guardian, September 2017

36. Google and Facebook
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- Princeton University (PDF)

37. Bottom Line
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- Campaign, August 2017

38. So, What Do We Do?
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Take stock & understand your data
supply chain
Review vendor contracts

39. So, What Do We Do?
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Localize infrastructure
Invest in data centers in the EU

40. So, What Do We Do?
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Comply with GDPR

41. So, What Do We Do?
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Use analytics platforms that
are not blocked
by script blockers

42. So, What Do We Do?
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Lobby to change
the draft GDPR

43. So, What Do We Do?
#searchlove -- @samueljscott
Prepare for the data
apocalypse
NO TRACKING!

44. So, What Do We Do?
#searchlove -- @samueljscott
… by returning
advertising and creativity
to marketing…

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So, What Do We Do?
Less tracking. Less direct marketing. More creative advertising.

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A Thought to Remember

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48. Cheers!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
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