The document discusses challenges with consumer data privacy and identity. It notes that consumers have long been uncomfortable with how companies collect and use their personal data. Several US states and regulators are now passing laws to give consumers more control over their data and increase transparency around its use. As third-party cookies become less effective for marketing, companies will need to find new ways to understand consumers and integrate alternative data signals into their profiles and practices. The future may involve consumers having more control over their own data and virtual identities through technologies like blockchain and Web3.

1. 7.18.22

2. SOLVING THE IDENTITY CHALLENGE
In the Privacy Era

3. 3
WHAT THE CONSUMER HAS ALWAYS KNOWN
Though some companies are open
about their data practices, most
prefer to keep consumers in the
dark, choose control over sharing,
and ask for forgiveness rather than
permission. It’s also not unusual for
companies to quietly collect
personal data they have no
immediate use for, reasoning that it
might be valuable someday.
Customer Data: Designing for Transparency and Trust

4. 4
WHAT THE CONSUMER TRUSTS
Customer Data: Designing for Transparency and Trust

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WHAT ADTECH HAS KNOWN

6. 6
HOW COMPANIES MISS THE MARK
PERCEPTION ISN’TYOUR
REALITY!

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THE DATA LAWSUITS STACK UP
STOPTHESHELLGAMEWITH
DATA.
STOP PLAYINGWITH HOUSE
MONEY!

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THE STATE LEVEL RESPONSE
• California’slaw, the California PrivacyRightsAct of 2020(CPRA)
• Virginia’slaw,the Virginia Consumer DataProtectionAct (VA CDPA),each take effectJanuary1, 2023.
• Colorado’slaw,the ColoradoPrivacyAct (ColoPA)
• Connecticut’slaw,the ConnecticutAct ConcerningPersonalDataPrivacyand OnlineMonitoring(CT DPA),bothtake
effectJuly 1, 2023.
• Utah’slaw, the Utah Consumer PrivacyAct (UCPA)

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THE ATTORNEY GENERAL RESPONSE
49 States CALIFORNIA

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COOKIE DATA SUCKS FOR MARKETERS
Source: Place Exchange
3. Identifyinguserson webbrowsersis donevia third-partycookies.
The problem with third-party cookies is that they are increasingly blocked or deleted by ad-blocking software, browser settings (think Apple’s

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THE TOP MARKETERS RESPONSE
Clients are not stupid.
They’re just busy. But at
some point, they get
”unbusy” and figure it out.

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It’s not really
happening.
IT’S THE LIE THAT GOT US HERE
It’s happening
but it won’t be
that bad.
It’s happening
and its worse
than we
thought.
You, theCRO,
andGeneral
Counsel are
scaredAF.
ADTECHgoes intopanic…No, No, No….

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WHAT ARE THE REGULATORS UP TO?
Source: Place Exchange
As of May 2022, fivestates -California,Colorado,Connecticut,Utah, andVirginia - have
enacted comprehensiveprivacylaws designed to increaseprotections for consumers'
personaldata, provideconsumers with certain rightsto control their personal data, and
regulatebusinesses’ use of consumers’ personal data, includingsensitivepersonaldata.
TheU.S. HouseJudiciaryCommittee subpoenaedtheCEOs of five major tech companies
to testifybeforetheGOP-controlledcommittee’sinvestigations into free-speech issues.
U.S. Dept. ofJusticewas reportedly considering an antitrust caseagainstApple.
Membersof the EuropeanUnionare also attempting to regulateAI-related issueswitha
proposedAIAct.

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WHAT THE CONSUMER SAID STUPID
Away from homeATTENTION is still the
real estate – and all they have is their
phone, the street view, and the in-store
view.

15. WHAT DOES IT
LOOK LIKE?
ACCORDING TO THE CONSUMER

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WHAT HE SAID…
Only the consumer is
guaranteed to win!
- Gary Vaynerchuk

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DATA’S NEW NORMAL
Wonderland Spot

18. WEB3 AS THE
PROXY

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InWeb3, “transparency” is the
ultimate data clean room
verbiage.
Web2 requires data clean
rooms because of the ”abuse”
in data usage.
WHEN IN ROME (OR WEB3)

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FREEDOM OF IDENTITY IN WEB3
In theWeb3,America won’t be able to “force”
the assimilation of your identity into one
monolithic mold.
Immediacy and a sense of clarity
and belonging as an individual
is something the realworld
lacks that the onlineworld
doesn’t.

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INDIVIDUAL IDENTITY IN WEB3
“Our virtual identities are now becoming more
important than our IRL ones because we are
anchoring our identities to our online interests
and activities.”
- JordanThompson
(GenZennial)

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PLURALITY OF IDENTITIES
We could see a future where have
multiple identities. And each of those
identities will take us into new
“networked communities.”
But why virtual identities? Identity crisis (or the lost sense of self), loss
of attention span, and pursuit of the ideal self.

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USER CONTROLLED IDENTITY
LGBTQ was the first sub-culture to
really push the threshold of all
things “identity”…
In the blockchain era identity will be controlled by
the user; not the platforms…

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POWER TO THE
PEOPLE

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THE CONSUMER CHOICE

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LAST NIGHT vs TOMORROW
Literally you are all operating on BORROWED TIME.
Google delays cookie-cutting
to 2024
Thisis you now
Thisis you later

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SHIFT FROM B2B TO B2B2C
Brands are in the B2B2C business.
Remember, brands aren’t in the
Publisher business; they are in the
Consumer first business.

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INTEGRATE LOST DATA SIGNALS
There are a series of things a consumer will never “declare” related to their
intent for product consumption. Thus, the publisher business needs to ”map”
even more inputs to their audience profile.
SEARCH
Enhanced
SOCIAL
Signaling
WORDOF
Mouth
EMOTIONAL
Triggers
LOCATION
Patterns

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EVOLVE YOUR DATA PARTY
The Future is Zero-party Data
Zero-party data is data that a customer intentionally and
proactively shares with a business. It can include
preference center data, purchase intentions, personal
contexts, and data on how an individual wants to be
recognized by the brand.

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PUSH FOR TRANSPARENCY
1. Introspect through meditation. The first step to being transparent in a relationship is to do some deep
self-reflection. 2. Establish healthy communication. The next step to showing transparency in a
relationship is creating a clear communication channel. 3. Be open-minded. Being open-minded means you
can share without hesitation – no doubts, no reconsideration or overthinking. 4. Share information freely
Honesty and trust are not built in a day. It involves the small steps of sharing bits of personal and important
information which then piles up. 5. Tell your partner the truth. One of the ways to bring transparency to
a relationship is to focus on honesty. 6. Be accountable. What does transparency mean in a relationship? It
means you must be accountable. 5. Take responsibility What does it mean to be transparent in a
relationship? It means you are responsible. We have established that transparency brings trust to a relationship. 7.
Create an emotionally safe environment. Another secret to a successful relationship is establishing a
safe environment for outpouring your emotions. That is the only way relational transparency can work. 8. Focus
on building trust Before you achieve transparency in a relationship, you must ensure your partner is capable of
trust. In other words, you must believe in them and make it easy for them to depend on you.

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DATA ADVICE FOR THE PUBS
So, stop treating data
and privacy like your
parents did…
For non-Ad
Tech therapy,
scan me.

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THANK YOU