Dude, What About My DMP? Understanding Data Strategies in a Post Third-Party Cookie World

Dude, What About My DMP?
Thinking About Data Post Third-Party Cookie
© 2021 Tealium Inc. All rights reserved.
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© 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 what you should do with your data
management platform (DMP) now that third-party cookies are
crumbling
● In upcoming sessions we will take deep dives into specific
technologies, strategies (Identity and Privacy), and solutions
to rebuild your customer experience playbook around
first-party data.
● Next session – May 25th
: How a CDP Can Solve the Identity
Crisis
Welcome! Class is now in session.
What can I expect throughout this series?
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NICE TO MEET YOU!
Matt Parisi
Director, Product
Marketing, Tealium

NICE TO MEET YOU!
Jamie Wells,
Director of Solutions
Consulting, Tealium

AGENDA
• How Did We Get Here?
• How will DMPs be affected by third-party cookies?
• The Way Forward
• Q&A Ask away! Submit your
questions throughout the
presentation so we can
answer them during
our Q&A!

6
1 – How Did We Get Here?

What’s Happening?
Change… lot’s of it
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What’s Happening?
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How Did We Get Here?
Let’s Take a Quick Look Back Before We Head Forward
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1994 - Cookie
Invented
1996 - FTC Warning
that 3rd party
cookies could be a
privacy threat
1996 - DoubleClick
founded
2002 AdSense
~2007 Real-Time
Bidding
~2007 AdMob
~2008 DMP (e.g.,
BlueKai, Demdex)
~2010 Identity
Graphs
~2015 CDP (e.g,
Tealium)
~2018 GDPR and
ITP

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Source: https://adtechbook.clearcode.cc/dmp-and-data-usage/

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Source: https://www.iab.com/wp-content/uploads/2015/08/Winterberry_Group_White_Paper-Data_Management_Platforms-November_2012.pdf

2 – How DMPs will be affected by third-party
cookie loss

3rd
-Party cookies, regulatory shifts and browser playground spats
What do you need to plan around?
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)
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Data Management Platforms rely on third-party
cookies to provide them with an online identifier that
matches to a customer profile or first-party data
(like site visitors) for segmentation.
Through this identifier, companies can track and
target behavior with integrated platforms like DSPs
and ad servers.
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Defining Data Management Platforms
Source: AdExchanger

Data Management Platforms and 3rd party data
itself are not necessarily going away.
Instead, the methodology and architecture DMPs
used are changing. Simply put, DMPs can no
longer use third-party cookies to gather
information.
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One Important Distinction
Source: AdExchanger

So What Do We Do? Don’t be like these marketers...
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3 – 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
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BENEFITS OF A 1ST PARTY APPROACH
A first-party data strategy helps to better understand and engage customers
• Revenue Growth
• Cost Savings
• Increased Agility
• Increase Trust
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5 Tangible Steps to
Success...
Privacy becomes a primary planning element
Become browser independent, own your
customer data
Adapt your data collection strategy in favor of
stronger value exchanges
Double down on identity
Re-evaluate targeting mix in 2021, hit ground
running in 2022

PRIVACY BY DESIGN
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7 foundational principles to successfully implement fair information practices
1. Proactive not Reactive; Preventative not Remedial
2. Privacy as the Default Setting
3. Privacy Embedded into Design
4. Full Functionality -- Positive-Sum not Zero-Sum
5. End to End Security - Full Lifecycle Protection
6. Visibility and Transparency - Keep it Open
7. Respect for User Privacy - Keep it User-Centric
Source: https://iapp.org/media/pdf/resource_center/pbd_implement_7found_principles.pdf

OWN YOUR CUSTOMER DATA
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Ensure your 1st party data is consolidated and completely in your control
● Leverage owned identifiers in as many channels as possible
● Identify every location/source/database where your customer data lives today
● Adopt a methodology whereby 1st party segments create a seed/kernel for lookalike targeting in
each advertising inventory pool or network.
● Ensure 1st party data is prepared and ready to be shared in walled-garden clean rooms for “full
functionality” related to attribution and measurement
● Data Minimization - only use or share the data you actually need to use or share
Source: https://norbella.medium.com/data-privacy-protection-redux-the-rise-of-data-clean-rooms-be8a8f731786

CREATE VALUE EXCHANGE
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Give people incentive to share their valuable personal data with your brand
● Publishers
○ Freemium paywall
○ Email registration requirement
○ Allow cookies on consumer’s browser
● Advertisers
○ Email registration for special offers
○ Loyalty program incentives
○ Offer personalized products

IDENTITY IS CRUCIAL
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Understanding the path from anonymous to known is crucial to optimization
● Always start with the best possible 1st party identifier for each “surface”
● Build from this base and add PII to the “key ring” as it becomes available
● Understand the identity strategy for each ad network and categorize as
appropriate
● Research and assess proposed “unified ID” strategies proposed (e.g.,
Lotame, Trade Desk)
● Don’t share unhashed PII
Source: Source:https://readwrite.com/2010/03/02/bending_the_identity_spectrum_verifiable_anonymity_rsa_security_conference/

RE-EVALUATE AND BE NIMBLE
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The future of behavioral segment based advertising is volatile, be ready
● Test and learn with contextual vs behavioral campaigns
● Start sending 1st party IDs with obfuscated segment IDs to ad networks
● Research FLoC and Google Privacy Sandbox
● Research Private Click Measurement by webkit.org
● Plan 1st party personalization outside of a DMP
● Know where you stand as an organization philosophically

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
LEARN MORE IN THE ATTACHMENTS
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

Dude, What About My DMP? Understanding Data Strategies in a Post Third-Party Cookie World

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