A Cookie Apocalypse, acronym-heavy government regulations and consumer sentiment are just some of the factors changing the way brands do business online in the very near future. We’ll deep dive on what these mean for digital identity - the ability for marketers to identify and target consumers. You’ll leave with actionable insights into how your business can get ahead in this new world of digital identity.

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LIU MENG LYE
BusinessLead
Verizon Media SoutheastAsia
H O S T

2. Things to note
● This session will be recorded
● All participants are on mute, and camera is deactivated
● You may type questions for the speakers by using the Q&A function
on the right pane. Please select “To All Panelists” so that our
control panel can see them. The questions will be addressed during
the Open Q&A session towards the end
● The event will be approximate 45 mins to 1 hour, we hope you can
stay with us
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RICO CHAN
CO-HEAD
Verizon Media Asia Pacific
O P E N I N G R E M A R K S

4. Agenda
Keynote
Dan Richardson, Head of Data, ANZ
Panel Discussion
Moderator: Liu Meng Lye, Business Lead, Southeast Asia
11.45am – Close
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Part 2: Panel Discussion
Meet out panelists
Alexis
Wengraf
Director
Matterkind
Beaudon
McLauren
Director, Marketing
Technology &
Analytics, Omnicom
Media Group, Asia
Pacific
Jimmy
Poon
Agency Group
Head, Blis Hong
Kong & Taiwan
Dan
Richardson
Head of Data, Verizon
Media ANZ
Liu
MengLye
Business Lead
(Moderator)

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DAN RICHARDSON
Head of Data,Verizon Media ANZ
Dan Richardson is an expert in translating
data into a captivating narrative. As Head
of Data, he is responsible for shaping
Verizon Media ANZ’s commercial data
strategy, building new ad products and
managing the company’s data portfolio.
K E Y N O T E A N D P A N E L I S T

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Personalised Advertising is the
least of consumer concerns
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8. Identity theft, 36%
Getting hacked, 13%
Private info made public, 12%
Being watched via camera, 8%
Websites remembering my payment information, 6%
Sharing my data with other companies*, 5%
Hidden terms in terms and conditions, 3%
My data being used to manipulate elections, 3%
Websites remembering my log-in information, 2%
Someone listening to my conversations at home, 2%
Receiving spam after signing up for something with my email , 2%
Websites learning my content preferences, 2%
Facial recognition data being used without my knowledge/consent, 2%
Online shopping recs based on browsing history, 2%
Receiving customized ads, 1%
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By far, the
biggest concern
is identity theft
Biggest concern about data privacy
LEVELOFCONCERN
Total n=1,000 Q: What is your biggest concern, if any, about data privacy? Select one.
*Terms & conditions that allow sharing my data with companies I don’t have relationship with

9. Consumers see the benefit in data sharing
Data exchange,netscore
Gen Pop n=1,000 Q: Imagine you could exchange your personal information for a
product/service. What types of data, if any, would you be willing to disclose in exchange for
free internet, access to news articles, access to premium videos? Select all that apply. Gotaquestion? UsetheQ&Aoptioninthebarbelow
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88%
Would exchange
data for some
service
12%
Would not
exchangedata for
someservice

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88% see the benefit in personalised ads, with ‘utility’,
‘relevance’ and ‘interesting’ being top benefits
Perceived benefitsof personalized ads,net score Perceived benefitsof personalized ads, indexed
88%
Perceive
benefit(s)
12%
Don’t perceive
benefit(s)
Conveys useful information
Interesting
Makes purchasing decisions easier
Doesn’t interrupt my web browsing experience
More inclined to interact with the ad
Memorable
Makes me feel appreciated by brand
Allows me to view relevant products/services

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But there are still some
data types that are off
limits- even with a value
exchange
Current acceptability of data types
TYPE OF DATA % ACCEPTABLE
HIGH ACCEPTANCE
Things I've Bought 67%
Entertainment Habits 62%
Demographics 60%
Social Media Habits 54%
Emails from brands/retailers containing promotions and
receipts
53%
Current Location 52%
MEDIUM ACCEPTANCE
Search Histories 50%
Future Plans 50%
Where You Go Often 45%
PredictedMood 44%
Major Life Events 42%
LOW ACCEPTANCE
Conversations with voice-assistant smart devices 24%
Personal Financial Data 20%
Medical Records 18%
Personal Emails with family, friends, or colleagues 17%
Private Conversations 16%
Account Passwords 16%
Total n=1,112
Q: What types of data do you find acceptable for advertisers to use to create more
personalized ads? (5 point scale; % acceptable = highly/somewhat acceptable)

12. There’s no clear consensus on who’s
responsible for data protection
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Perceived responsibility for data protection
Myself
38%
Businessesthatuse
my data
13%
Websitesthat
collectmy data
23%
Internetprovider/
phonecarrier
14%
Government
8%
Unsure
6%
Other
4%
Gen Pop n=1,000 Q:Who do you think should be most
responsible for protecting your personal data? Select one.

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Most consumers don't
really understand what
their personal data is and
how much information
has been collected about
them since they had their
very first device.
– Brittany Kaiser, Co-Founder, Own Your Data
Foundation & Ex-Cambridge Analytica Exec
‘
‘

14. Data availability is changing and Identity
informs every step of Ad Buying
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Collect
Exposure Data
Online Measurement
Budget Setting &
KPIs
Targeting &
Optimisation
Planning & Insights
Aggregate
Optimisation
(Offline - Long term)
Granular
Optimisation
(Online )
Offline
Measurement 1
2
3
4
5
6

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Your Identity Pyramid - Data Types
3RDPARTY
2NDPARTY
1STPARTY
Your
own data,
the most
valuable.
Someoneelse's
data,usedto
extendyourown
data.Sourceof
data isknown.
Data collectedfrom
multiplesources.Buyer
maynotknowthesource.
Thequalityvaries
extensively.
+ Deterministic + Exclusive + High Value
+ High Resolution - Low Scale
+ Semi-Deterministic + Potentially Exclusive + High Value
+ High Resolution + - Consent Possible in Some Situations
+ - Medium Scale
- Probabilistic - Not Exclusive + - Low Value - Low Resolution
- Consent Unlikely + High Scale

16. Identity Resolution and Data Diversity
device graph
Adexposure
&
engagement
Device
ID
IP
Cookies
Bid stream&
platformdata
App
Native Desktop
Audio
DOOH CTV
Commerce
13M
Australians
Email
225M Per
Month
Location
20M+
Australians
Content
8.7M MAUs
1st Party
Mobile
29M Devices
890K Apps
Search
84M /
Quarter
cross-screen
data signals

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Greater amounts of data do not alone
result in more effective targeting
Facebook, ACCC submission April 2020
‘ ‘

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Greater amounts of data do not alone
results in more effective targeting
Logged in data
‘ ‘

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Implications
People want ad
personalisation
Peoplebenefit from ad personalisation and
areincreasinglyopen to it.Marketers
should usepersonalisation,but be
thoughtful and test &learn to avoid missing
themark.
Desire for personalisation
trumps data concern
Though thereiscertainly concern about
data privacy,harmful usesof data arewhat
consumersaretrulyconcerned about.
Data concerns are real, but
lack of education is equally
problematic
When it comesto data concerns,most
consumersdon’t feelempowered to
protect their data.Thereisan increased
need for theindustryto educateconsumers
and provideadequatetoolsfor them to
protect personal data.
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Part 2: Panel Discussion
Privacy, trust and consumers take on ad personalization
Alexis
Wengraf
Director
Matterkind
Beaudon
McLauren
Director, Marketing
Technology &
Analytics, Omnicom
Media Group, Asia
Pacific
Jimmy
Poon
Agency Group
Head, Blis Hong
Kong & Taiwan
Dan
Richardson
Head of Data, Verizon
Media ANZ
Liu
MengLye
Business Lead
(Moderator)

21. Topic 1
As a consumer, how
comfortable were you to
share your data with
companies, and what is your
criteria?
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22. Topic 2
What are the challenges
businesses are facing in terms
of identity?
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23. Topic 3
Ad Personalization.
How important is it to brands,
and to consumers?
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24. Topic 4
In your opinion, is the industry
helping people to understand
about data, how it is used and
educating and empowering
them?
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25. Topic 5
What will be your advice for
how they use their first party
data, with the dead of the
cookies?
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26. Open Questions
• With the changes being made by tech companies and
governments, is the holy grail of a 'Universal customer view'
achievable or a pipe dream?
• What steps are you taking with your customers around
personalisation and data transparency?
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Tell us
what you
think!
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APAC