he Future of the Web is here – are your marketing efforts keeping up? In this series, we dove deep into what the Future of the Web looks like, including the critical areas of: unified measurement, collecting and utilizing first-party data, and an agile mobile strategy.

1. The Future of the
Web Expert Series
What Does the Future of the Web Look Like?
10am PT | 1pm ET
The Future of the Web Requires Unified Measurement
10:35am PT | 1:35pm ET
The Future of the Web Will Be Driven by First-Party Data
11:10am PT| 2:10pm ET
The Future of the Web Is Mobile
11:45am PT | 2:45pm ET
Data Privacy, Unified Measurement, 1P
Data & Mobile

2. What Does the
Future of the
Web Look Like?

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
NIRISH PARSAD
Practice Lead, Future of
the Web

7. Agenda
● The Future of the Web
● Privacy Trends
● Durable Solutions for an Uncertain Future
● Q&A
7

8. Future of the Web
8

9. 9
Martech-verse of Madness
In 2011, there were just 150 marketing technology solutions.
Today, there are over 8000 marketing technology platforms
out there. Exclamation point (x5).
Brands are caught in a tangled web of disconnected tools
and technologies. Their martech platforms are collecting,
self-attributing, and activating audience data in silos, rarely
talking to each other.
Consumer data is increasingly distributed across paid,
owned and earned media, and as marketing stacks grow,
it’s increasingly impossible to truly know what the customer
is experiencing with all this fragmentation.
And yes, customers can tell when things aren’t connected.

10. Cookiepocalypse Grief Cycle
10
Denial
Avoidance
Confusion
Elation
Shock
Fear
Confusion
Anger
Pessimism
Frustration
Irritation
Feeling out of control
Bargaining
Thinking/saying “If only…” “I
should have…”
Wishing Google forgets
Overthinking and worrying
Inaction is the best action
Shopping Spree
Squirrel! (distractions)
Shiny Objects (solution in a box)
Martech therapy (retail therapy’s
nerdy cousin)
New Normal
New plan in place
Keep experimenting
Invest in measurement
Invest in 1P
Unlocked Mobile
Testing
Test Unified Measurement
Test First-party data
Demystify mobile

11. 78%
Tinuiti Consumer Privacy Trends 2021
11
The vast majority of
consumers believe online
privacy is compromised.
78% of survey respondents
say there’s no such thing as
online privacy.
60% 63% <50%
Six in 10 of Gen Z members
and Millennials say they’re
in control of their data,
compared with 5 in 10 of
those over 40. Both groups
take action to protect their
privacy, but in different
ways
63% of respondents say
they like when online ads
are relevant to products
they’re seeking.
But, when asked what types
of data they’d share in order
to receive a discount, fewer
than 50% of consumers say
they would surrender
information of any kind.

12. Tinuiti Consumer Privacy Trends 2022
12
Online privacy is elusive,
and consumers are wary
38% of respondents believe
their phones listen to their
conversations and suggest
related products.
70% >90%
Amazon enjoys a strong
privacy reputation
40% of respondents say
Amazon offers the best
privacy, more than 30
percentage points higher
than any of the other
shopping sites.
Netizens Get Ads
9 out of 10 consumers
would rather view ads than
pay for digital content or
services. 70% would give
you their email address in
exchange for a promotional
offer.
Consumers Opt Out
Rather than having their
online behavior tracked in
order to target advertising,
70% of consumers say they
would rather opt out and
receive less relevant
messages.

13. Recent Changes
13
Launched October 2021
Key Features
● Privacy Dashboard
● Quick Turn Off of Camera,
Mic + GPS
● Private Compute Core
● Indicator Light
● App Hibernation Mode
● Approximate Location
Feature
Impact
● Google Advertising ID
(GAID) will be removed
when a user opts out of
personalized Ads in
Android Settings
● Adoption TBD - Slower
Ramp Up for Android
Launched Sept 20, 2021
Key Features
● iCloud+
● Private Relay
● Hide my Email
● Mail Privacy Protection
● App Privacy Reports
● “Focus” Updates
Impact
● Impact will depend on
Opt-In Numbers to each
Feature (Some
Mandatory)
● Email - Stronger Focus on
Lower Funnel Metrics
Needed.
● Web - Impact on Location
+ Device Graph Accuracy
● ID Solutions have a new
hurdle
● Google to depreciate
cookies by 2023 (50% of
browsers)
● Apple, Firefox, Edge,
others, block signals
already (the other 50%)
● 1P cookies alive and
kicking
● Increased regulation
● Increase in privacy-first
tech (adblock, VPN,
routers)
Impact
● MTA, DMP,
cookie-powered solutions
● Temporary spending
inefficiencies
● Increase in contextual
ads
iOS 14.5 Android 12 iOS 15 Cookieless World
Launched April 2021
Key Features
● AppTrackingTransparency
(ATT) Prompt Required for All
Apps to Collect Identifier for
Advertisers (IDFA) for
Tracking/Targeting
Impact
● IDFA powered many
elements of Mobile App Ads
(Attribution, Targeting, etc)
● Opt-In to Tracking Varies by
App, but Low Numbers
● New Attribution Models
(SkAd) Implemented
● Targeting Less Granular
● Increased Investments in
Android, 1P Data + Lifecycle

14. The Web Experience 2021 (US)
Devices
● 56% on mobile
● 43% on desktop
● 2% on tablet
● 60% of mobile is
iOS
Browsers
● 47% Chrome
● 37% Safari
● 7% Edge
● 9% Others
● 100% of iOS
browsers are
private (yes, even
Chrome on iOS)
OS
● 36% iOS
● 30% Windows
● 21% Android
● 10% macOS
● 46% of OSs in
use are
privacy-first
Ad Blockers
● 47% usage on
desktop
● Aged 16-34
higher usage
● 18% detected on
web sessions
VPN
● 2016 $16B MV
● 2020 $30B MV
● 2027 $108B MV
● 24% of
consumers use a
VPN
14

15. Apple’s Privacy Fortress
iCloud+
● Private Relay (VPN-like)
● Hide My Email (burner
email)
● Low barrier $0.99/mo
Mail Tracking Prevention
● Hides IP address
● Removes tracking pixels
● No open rates
● 49% of combined email
opens are on Apple Mail.
ITP Expansion & No IDFA
● ITP blocks web tracking
signals
● ATT blocks IDFA, blocks
mobile app tracking
15

16. Privacy? We’re Living It.
46% of the devices that access the internet are under Apple’s
new ecosystem. A privacy fortress. Giving users access to a
digital middle finger.
The future of marketing will involve less data scale, smarter
data science and insights, and a more clear explanation of the
value exchange that occurs when a consumer chooses to allow
their data to be collected and used. Trust has to be at the core
of all that we build.
16

17. “Turn off Apple” Not a Chance. The Apple User...
... Makes More Money
● Android users make an average
salary fo $37,040.
● iPhone users make an average
salary of $53,251.
... Spends More Money
● Android users spend $11.54 per
transaction.
● iPhone users spend $32.94 per
transaction.
… is Better Looking &
has More Friends
● Android users take about 7
selfies per day. iPhone users
take 12 selfies.
● Android users have 3 close
friends. iPhone users have 5
close friends
17
Source: 2017 Slickdeals survey

18. 18
2017 2018 2019 2020
May 2018
EU enforcement
of GDPR
2021
Jun 2017
Apple releases
Intelligent Tracking
Prevention v1.0 (ITP)
Jun 2018
California Consumer
Privacy Act (CCPA) is
signed into law.
Nov 2019
ITP v2.3
Jan 2020
CCPA Implemented
Jan 2020
Google announces
3p cookie deprecation
by end of 2021
Jul 2020
CCPA
Enforced
Apr 2016
General Data Protection
Regulation (GDPR)
signed into law
Governments and Tech Giants Reshape Privacy
Mar 2018
ITP v1.1
Jun 2018
ITP v2.0
Feb 2019
ITP v2.1
May 2019
ITP v2.2
Jun 2019
Mozilla rolls
out Enhanced
Tracking
Protection
(ETP)
2023
R.I.P. Third-Party
Cookies on
Chrome
Jun 2020
Apple unveils
updates to
macOS and
iOS with
security and
privacy
features
Sept 2020
Release of
Apple iOS14
and MacOS.
Mar 2020
ITP v3.0*
Apple/Google/Mozilla
Regulatory
April 2021
RIP IDFA - iOS14.5
Launched
Google pushes
Privacy Sandbox to
Chromium &
Canary
March 2021
Google opens
Privacy Sandbox for
public testing.
Announced
non-support ID
solutions
Q3 2021
Android 12
Sept 2021
iOS15

19. Devices
Privacy by default, opt-in to
be tracked with increased
control for users to opt-out
of various tracking
methods.
The Forces at Work: The 3 Rs
19
Browsers
Privacy protection
technology is now built into
the browser, preventing
trackers that help identify
users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
Real People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.
Rails

20. We’ve been here before - Panda
20
In 2011, due to a noticeable decline in search quality,
Google changed the way it’s search algorithm worked to
improve relevance and to eliminate black hat SEO, spam
and content farms (article marketing). That update was
called Panda.
Google further revealed that Panda is looking for signals
that align with expertise, authoritativeness, and
trustworthiness (E-A-T).
Panda updates were the norm from 2011 to 2017, today
those algorithms are part of Google’s core algorithm,
silently improving search performance.
Outcome? Marketing got better. The web experience got
better. If Google did nothing, they would have lost users.

21. The Future of Attribution (Apple)
Expect less granularity for digital
attribution
Measurement will be private
● SKAdNetwork for mobile attribution (iOS)
● Private Click Measurement for
web-to-web, and app-to-web (Safari,
iOS).
How it works
● Brand decides what a conversion is on
their app/site
● User clicks an ad, if a conversion happens,
the ad network gets a postback within
24-48 hours, closing the loop
IDFA
R.I.P. 2012 - 2021
21

22. Cookiepocalypse Grief Cycle
22
Denial
Avoidance
Confusion
Elation
Shock
Fear
Confusion
Anger
Pessimism
Frustration
Irritation
Feeling out of control
Bargaining
Thinking/saying “If only…” “I
should have…”
Wishing Google forgets
Overthinking and worrying
Inaction is the best action
Shopping Spree
Squirrel! (distractions)
Shiny Objects (solution in a box)
Martech therapy (retail therapy’s
nerdy cousin)
New Normal
New plan in place
Keep experimenting
Invest in measurement
Invest in 1P
Unlocked Mobile
Testing
Test Unified Measurement
Test First-party data
Demystify mobile

23. This is
Privacy-by-Default
More privacy for consumers means less
information for marketers.

24. Data is a Key Obstacle
24
By 2025, 80% of marketers who have invested in
personalization will abandon their efforts due to
lack of ROI, the perils of customer data
management or both, according to Gartner, Inc. In
fact, 27% of marketers believe data is the key
obstacle to personalization — revealing their
weaknesses in data collection, integration and
protection.
80%

25. Durable Solutions for an Uncertain Future
25
1st Party Data
Break down data silos, achieve a complete, single view
of the customer, and unlock possibilities with 1P data by
leveraging existing technologies or onboarding new
ones.
Email/CRM
Supercharged by RFM, investing more resources into
your Email Marketing program will bolster your
marketing funnel with customer retention and
reactivation efforts.
Privacy Sandbox
Google introduced Privacy Sandbox, a series of
privacy-preserving sometimes bird-themed API
proposals (TOPIC, TURTLEDOVE, FLoC, SPARROW, etc),
to keep the efficiency of ad delivery intact (attribution,
conversion, reporting, targeting, etc.) without the use of
third-party cookies.
Incrementality & Lift
Incrementality testing and lift modeling are critical to
helping answer this question. Incrementality is
measuring the portion of conversions that were truly
driven by media. Lift is measuring the increase to the
overall business that these incremental conversions
represent.
Media Mix Modeling (MMM)
Media Mix Modeling is a top-down approach that
evaluates how historical media activity, promotions,
pricing, seasonality, and uncontrollable factors such as
economic activity impact sales. Additionally, it provides
a measured marketing ROI which accounts for external
factors such as weather, unemployment, and others.
Reach, Frequency, Monetary (RFM)
Reach, Frequency, and Monetary value (RFM)
segmentation enables marketers to reach particular
groups of consumers with messages that are far more
important to their specific habits, resulting in much
higher response rates.
Over the Top (OTT)
In this moment of privacy, the TV screen is becoming
one of the most targetable devices in an advertiser’s
toolkit. Because the TV screen never had cookies or
IDFA to begin with, their deprecation doesn’t affect TV
screen targeting in the same way.
Creator/Influencer
Leverage top YouTube Channels, Influencers, Videos to
reach audiences interested in a particular brand or
topic. Opportunity to understand followers of specific
channels.
Creative Optimization
Partner with Tinuiti’s Analytics, Creative, & Media teams
to plan, create and activate intersected campaigns that
provide consumers with a cohesive and connected
experience across all touchpoints
TARGETING MODELING PROSPECTING/DISCOVERY

26. The Future of the
Web Expert Series
What Does the Future of the Web Look Like?
10am PT | 1pm ET
The Future of the Web Requires Unified Measurement
10:35am PT | 1:35pm ET
The Future of the Web Will Be Driven by First-Party Data
11:10am PT| 2:10pm ET
The Future of the Web Is Mobile
11:45am PT | 2:45pm ET
Data Privacy, Unified Measurement, 1P
Data & Mobile

27. Schedule Your
Consultation
with a Privacy
Expert

28. Q&A
NIRISH PARSAD
Practice Lead, Future of
the Web

30. Thank you!

31. The Future of the
Web Expert Series
What Does the Future of the Web Look Like?
10am PT | 1pm ET
The Future of the Web Requires Unified Measurement
10:35am PT | 1:35pm ET
The Future of the Web Will Be Driven by First-Party Data
11:10am PT| 2:10pm ET
The Future of the Web Is Mobile
11:45am PT | 2:45pm ET
Data Privacy, Unified Measurement, 1P
Data & Mobile