Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity Landscape

Making Sense of the Changing ID Landscape
May 25th
, 2021
© 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 – we’re going to talk about the changing identity
landscape and help you understand how you should be
thinking about these changes alongside your customer
acquisition strategies
● In the next two sessions we’ll cover specifically on how to
build a better privacy practice and a round table on what
marketers should expect after 2022, and solutions to rebuild
your customer experience playbook around first-party data.
● Next session – June 10th: Show Me You Care: Why You
Should Be Talking About Privacy and Value-Exchange
Welcome! Class is now in session.
What can I expect throughout this series?
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Sav Khetan,
Sr. Director, Product Strategy
Tealium
Nice to meet you!

Sarah Sambell
Manager, Customer Success
Tealium
Nice to meet you!

Agenda
1. The Importance of Cookies in Adtech
2. Less Third-Party Cookies, Suddenly More Identifiers
3. Unravelling the ID Options Being Proposed
4. What’s the Way Forward?
5. Final Thoughts
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The Intersection of IDs
and Third-Party Cookies

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2017 2018 2019 2020 2021
Apple removes
third-party cookies in
Safari
Regulatory, Technology and Browser Changes
How did we arrive where we are today
GDPR is announced GDPR goes into effect.
Privacy brought
into focus.
CCPA goes into
effect.
Myriad of new state and
federal privacy policies
proposed.
Firefox turns off
third-party cookies
Chrome announces
departure from
third-party cookies in
2022
Apple announces
IDFA will be opt-in
Future: No more
reliance on cookies
or browser/OS based
IDs

Why Are Cookies So Important to the AdTech Ecosystem?
Turns Out Identifying Someone Across the Funnel is Kind of Important
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The ability to identify a person browsing the
internet is a critical part of the whole
online-advertising system for the following
reasons:
1. Monetization for publishers
2. Revenue for advertisers
3. Relevance for users
4. Attribution

UNMET
PROSPECTS
ENGAGED AND
UNKNOWN
KNOWN / LEADS
CUSTOMERS
○ Onboarding data
○ Enhancing measurement
○ Activating across platforms
○ Cross-device targeting
○ Personalization
○ Enriching data sets
○ Frequency capping
Use of Identifiers and Cookies
Impact to the funnel
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Let’s Go a Little Deeper...

PIXEL / TAG EVENT
Tag Events
● AddToCart
● PageView
● OrderComplete
● Login
ADVERTISING
PLATFORMS
CONSENT
MANAGEMENT
USER USER BROWSES
WEBSITE
PIXEL / TAG
How are advertisers currently using cookies for anonymous users?
Client-Side Collection & Event Delivery
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Cookie ID123 Holds
● Product IDs Viewed
● Product IDs Added to Cart
● Last Visit Date
● Last Website Login Date
Cookie ID123 Sends
● Last Visit Date
User Behaviours
● Browses pages
● Adds items to cart
● Completes order
● Logs into account
RELEVANT AD DELIVERED
Session Based Browser
(Visitor) Based

How are advertisers currently using cookies for anonymous users?
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Cookie-Based Targeting Segments:
● All Website Visitors - Last 30 Days
● All Returning Website Visitors - Last 30 Days
● All Product Browsers - Last 30 Days
● All Product [XYZ] Browsers - Last 30 Days
● All Form Lead Abandoners - Last 30 Days
● All Phone Lead Abandoners - Last 30 Days
● All Form Leads - Last 30 Days
PIXEL /
TAG EVENT
CONSENT
MANAGEMENT
ADVERTISING PLATFORMS

UNMET
PROSPECTS
ENGAGED AND
UNKNOWN
KNOWN / LEADS
CUSTOMERS
○ Onboarding data
○ Enhancing measurement
○ Activating across platforms
○ Cross-device targeting
○ Personalization
○ Enriching data sets
○ Frequency capping
Use of Identifiers and Cookies
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UNMET
PROSPECTS
ENGAGED AND
UNKNOWN
KNOWN / LEADS
CUSTOMERS
Ability to identify, target and
convert customers in this part
of the funnel is impacted
Ability to identify and track
customers across sessions
and devices is impacted
Loss of Identifiers and Cookies
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This Impacts 4 Major Areas of Traditional Digital Marketing
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Acquisition
Ability to target
customers, prospects,
and lookalikes is
significantly
diminished, as is
performance data to
drive optimizations
Retention
The ability to
understand who your
customers are and
aren’t and act
accordingly is
impacted.
Personalization
Ability to recognize,
remember, and
recommend is
dramatically decreased
without ID and cookies
Attribution
Measurement of digital
platform activity, and
the marketing
placements that drive
traffic, will suffer
significant gaps

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Your ability to reach, engage, and convert customers
has changed.
Key Takeaway 1:

Less Cookies,
Many More IDs

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Looking for IDs? There are Options
Many Adtech platforms are now proposing solutions
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Ever since third-party cookies started going
away, companies such as IAB Tech Lab’s
DigiTrust, the LiveRamp Identity Infrastructure,
and TradeDesk’s Unified ID 2.0 have been
working to replace them with universal
identifiers—that is, identifiers that can work
within and outside of your own web
domains.

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List of Proposed Identifiers Is Long and Growing
Many options, no clear winners… yet
Britepool ID
Criteo ID for exchanges
Fabrick ID (Neustar)
Halo ID from Audigent
ID+ from Zeotap
ID5
LiveRamp ATS
IDx
IntentIQ ID
LiveIntent ID
Lotame Panorama ID
Merkle Merkury
netID
Parrable ID
PubCommon ID
PubProvided ID
Quantcast ID
Tapad ID
Shared ID
Unified ID (UID) 2.0
Verizon Media ConnectID
Source: AdExchanger - A Review of Emerging Identifiers For Digital Advertising

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Got it. Lots of options, but no clear
winners yet… but which should I pay
attention to?

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What is it?
The Trade Desk
Unified ID 2.0
● The Trade Desk (TTD) Unified ID 2.0 solution has moved
past cookies completely and now relies on email addresses.
● This solution is open source, can be used by anyone and
requires users to ‘authenticate’ which enables identification
based on email.
● Early trials have match rates of over 90%.
Considerations
● Unified ID 2.0 is based entirely on encrypted email
addresses of opted-in users.
● Given the scale of the Trade Desk DSP, this solution has a
decent chance of success.

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What is it?
LiveRamp
Authenticated Traffic Solution (ATS)
● An identity infrastructure that allows for authenticated
first-party data to be used throughout the adtech ecosystem.
● Brings the benefit of LiveRamp’s onboarding process to the
demand and supply side of advertising.
● Creates a ‘pseudonym’ of the email address that can be
leveraged without the risk of exposing PII.
Considerations
● Allows publishers, SSPs, DSPs and advertisers to use a
unique ‘publisher + user’ identifier that does not contain PII.
● Creates a dependency on the LiveRamp infrastructure and
has a risk of competitors backing out.

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What is it?
● ID5 is building a Universal ID solution that is a “neutral” identity platform.
● They are not part of a typical advertising platform like a DSP or an
onboarding service.
● ID5 allows publishers, data providers and AdTech companies to outsource
their cookie-syncing processes with their partners.
ID5
Considerations
● ID5 uses both deterministic and probabilistic methods to build their identity
graph because they don’t believe any one method scales enough.
● Since they are independent and have a SaaS model, their success
depends on adoption and reach.
Universal ID

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Comparing the Identity Options

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While there are many proposed ID ideas, there aren’t
any clear winners yet. Focus on adapting your strategy
to embrace change.
Key Takeaway 2:

So, what’s the
way forward?

Get More From Your
First-Party Data
Embrace Change, Multiple
Identifiers
Enhance Value Exchange
for Authentication
Different Strategies for
Different Known States

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Asking Yourself Which of These ID
Proposals Will Win is the Wrong Question...

Embrace Multiple Identifiers
Embrace the unknown (no pun intended)
The days of leveraging one ID
partner and strategy for your funnel
are behind us. In this next chapter,
ID is multi-layered and evolving.
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Embrace Multiple Identifiers
Embrace the unknown (no pun intended)
In fact multiple identifiers have
always been used! This isn’t new for
us, we’re just dealing with new IDs.
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Embrace Change, Multiple Identifiers

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Different Strategies for Different Known States

UNMET
PROSPECTS
ENGAGED AND
UNKNOWN
KNOWN / LEADS
CUSTOMERS
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● Brand marketing (CPG)
● Upper funnel tactics
● Cohort analysis
● Partnering with list providers
and customer acquisition
services
● Rely on value exchange to get
users to give you some information
about themselves and identify
themselves
● Progressive data capture and try
and get them to login
● Think Paywall strategies
● Opportunity to leverage the ID
providers
Employ Different Strategies for Different Known States
One size no longer fits all

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Enhance Value Exchange for
Authentication

What Does that Look Like?
From Product to Experience
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From a shoe company to a
personal fitness platform
Across all devices
Providing value exchange:
A tailored experience for
more insights on product
usage and how we can
help meet your goals

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Get More From Your First-Party Data

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Let’s Return to Our Example...

PIXEL / TAG EVENT
Tag Events:
● AddToCart
● PageView
● OrderComplete
● Login
ADVERTISING
PLATFORMS
CONSENT
MANAGEMENT
USER USER BROWSES
WEBSITE
PIXEL / TAG
How can advertisers use first party data strategies?
First Party + Client-Side Collection & Event Delivery
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Cookie ID123 Holds:
● Last Visit Date
Cookie ID123 Sends:
● Last Visit Date
User Behaviours:
● Browses pages
● Adds items to cart
● Completes order
SERVER-SIDE TRACKING
Event Examples:
● AddToCart
● PageView
● OrderComplete
● Login
1st Party Audience Examples:
● All Customers
● All In-Store Customers
● All Customers - Product [XYZ]
● All Churned Customers
FIRST PARTY
DATA SOURCES

How can advertisers use first party data strategies?
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Ad Targeting Segments:
● All Returning Website Visitors - Last 7 Days
● All Product Browsers - Last 7 Days
● All Product [XYZ] Browsers - Last 7 Days
● All Customers
● All Known/Warm/Hot Leads
● All Customers - Product [XYZ]
● All Churned Customers
● All Product Browsers
● All Form Lead Abandoners
SERVER
SIDE
EVENTS
CONSENT
MANAGEMENT
ADVERTISING PLATFORMS

This Impacts 4 Major Areas of Traditional Digital Marketing
Here’s How First-Party Data Can Help These Key Use Cases
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Acquisition
Supplement your
strategies with
first-party data for
targeting, suppression
and lookalikes
Retention
Leverage
data you control
for re-engagement
strategies
Personalization
Focus on where
you can drive
personalisation
across an entire
customer journey
Attribution
Ad vendors need
to adapt to receive
first-party data
and build server side
mechanisms

Final Thoughts

Summary
• Privacy, Technology & Legislation Rules are forcing industry-wide changes
○ Restriction of 3rd-party cookies means there’s even more room for 1st-party strategies
• The Only Constant is Change
○ These changes will keep coming and preparing your organisation with actionable next steps will
help you stay ahead of your competitors
○ No one ID will win and if it does, it might not be permanent, so consider how to keep nimble
and adapt your strategies to these rising tides
• Unlock the Value of your First-Party Data
○ Supplement your advertising and marketing with your valuable first-party data where you can
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3 WAYS TO THRIVE IN A THIRD-PARTY COOKIELESS WORLD
See more actionable tips for preparing for the changes ahead
SHOW ME YOU CARE: WHY YOU SHOULD BE TALKING ABOUT
PRIVACY AND VALUE EXCHANGE
Join us on 6/10 to learn how to prioritize privacy with value exchange
MASTERCLASS SERIES
Watch our previous sessions from the series
Click on the Attachments tab
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third-party cookies!
Links in the attachments
Where Can You Learn More?

Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity Landscape

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