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Data Restart 2022: Marina Mchedlishvili - How to build strong data strategies in a post-cookie era

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Data Restart 2022: Marina Mchedlishvili - How to build strong data strategies in a post-cookie era

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Google may have postponed the end of third-party cookies to 2024, but the effects on data collection and data management are already visible. The restrictions on legal frameworks and browsers are increasing every day. Businesses and marketers are struggling to improve campaign performance, face data losses and lack visibility on the purchase journey to drive business opportunities. In the post-cookie world, there is one thing that is certain: consent is here to stay. In the future, there will only be data with consent, or no data at all. Join us for this session, where we will talk about how to improve your data strategy by leveraging consent in a post-cookie era.

Google may have postponed the end of third-party cookies to 2024, but the effects on data collection and data management are already visible. The restrictions on legal frameworks and browsers are increasing every day. Businesses and marketers are struggling to improve campaign performance, face data losses and lack visibility on the purchase journey to drive business opportunities. In the post-cookie world, there is one thing that is certain: consent is here to stay. In the future, there will only be data with consent, or no data at all. Join us for this session, where we will talk about how to improve your data strategy by leveraging consent in a post-cookie era.

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Data Restart 2022: Marina Mchedlishvili - How to build strong data strategies in a post-cookie era

  1. 1. How to build strong data strategies in a post cookie era? Nov 2022
  2. 2. Consent in the post cookie world What we will discuss today What are the big complexities of privacy markets 1 2 3 How to build strong data strategies Marina Mchedlishvili Partner Manager
  3. 3. Uncertainty leads to high complexity in the market A lack of consistency outlined by regulators & industry-specific standards leads to a lack of clarity for users & customers Rapid developments & market shifts (i.e. FLoC, ATT) are taking place in privacy technologies Distrust by users caused by a lack of transparency, resulting in stopping or limiting relationships Regulations complexity Market complexity User complexity
  4. 4. Criteria for valid consent according to GDPR Freely Informed Explicit Granular In Advance Easy to withdraw Documented Consent must be given freely, access must be possible without consent. All relevant information must be given at the point of providing consent. The purpose of the data collection must be granular. A general consent is not valid. Consent must be given explicitly eg. through a click or other activity; implicit consent is not valid. Technologies not considered as strictly necessary should only be loaded, if a consent was given. Consent should be easy to withdraw as it was to give. The website must be able to prove that user has given consent and that the consent meets the requirements for a valid consent.
  5. 5. Less data to supply smart bidding strategies As a result, a decrease in online marketing performance for all market players Impact on audiences Impact on bidding Impact on conversions Less signals collected to supply retargeting activations However, it is still crucial to anticipate a compliance strategy to mitigate all these risks! Less site-centric & ad-centric conversions collected 1 2 3
  6. 6. © Copyright 2022 Usercentrics Consent in the post cookie world
  7. 7. Obtaining consent with a Consent Management Platform User visits Data Management Platform gives Consent The integration of a Consent Management Platform (CMP) ensures that consent is obtained in a legally compliant manner and allows user data to continue to be collected and used.
  8. 8. The end of 3rd party cookies does not mean the end of tracking Cookies localStorage Topics API Trust Token First or Third Party Cookies are small files which are located on a user’s computer and contain information about the user and carries the information from one visit to the next. localStorage is a way to store data on the client’s computer. It allows the saving of key/value pairs in a web browser and it stores data with no expiration date. Trust tokens aim to connect a user between two separate sites while not revealing any personally identifying information about them. Google categorizes the sites you visit based on one of these 300 topics. The browser will share three topics you are interested in selected randomly from your top five topics of each week. Tracking technologies are constantly evolving, but consent is here to stay
  9. 9. Javascript Tags 3P web tags deployed directly on page as Javascript or wrapped as a platform plugin Tag Management Systems (TMS) 3P web tags dynamically deployed on page based on admin configuration Server Side Tagging (SST) Integration with 3P moved from the client to the server Customer Data Platforms (CDP) Persistent 1P customer profiles Custom Solutions Bespoke integrations Advantages of moving from web tags to the cloud: ● A comprehensive view of the customer across touchpoints ● Improve website performance and security ● Avoid Ad Blockers ● Adapt to privacy changes (e.g. 1P identity, cookie durability, opaque data usage, “cookieless world”) ● Control data shared with 3 Party tools Shift towards 1st Party data with Server-Side Tagging
  10. 10. © Copyright 2022 Usercentrics How to build strong data strategies
  11. 11. The average consent rate across industries is 72.14 % Source: Usercentrics Data, 1,237 CMPs, 18bn consents
  12. 12. How to optimize your consent rates The key is to comply with local privacy legislations without gutting your opt-in rate. ● Never use a banner that is stricter than required ● Only ask for consent in regions where required ● Use separate banners for specific regions, not a one banner that “does it all” ● Give your visitors a reason to consider opting in The strictest Cookiebot banner de facto has 3 opt-out options vs. 1 opt-in option
  13. 13. Minimal required compliance by georegion Italy requires a “close icon”, as an opt-out option California (USA) requires a “Do not sell…” checkbox An optional banner for regions that don’t require consent Opt-out, partial opt-in, and full opt-in Figure out what the rules are for visitors from regions you expect visits from and accommodate them to the minimal extent.
  14. 14. 14 Fully customizable cookie consent banner Optimize your opt-in rates while still obtaining valid consents and respecting your website users’ right to privacy. Standard banner & Widget Customized banner
  15. 15. Changing consent Your consent settings prohibit us from showing you this content Oops! We can’t show you this content… Update your consent settings to view this video Make sure that your visitors can change their mind, and give them a reason for doing so. ● Have plenty of content and/or features on your website that you know your visitors are interested in that require consent. ● Clearly show your visitors what they’re missing out on (by using placeholders), and provide a mechanism that allows them to update their consent settings adjacent to it.
  16. 16. Get your compliant data back ● Create ways to generate privacy safe data that is either consented or aggregated compliantly Overcome the data, the trust & the infrastructure challenge in a compliant way Recommendations & Considerations Save time in implementing ● Time is a limited resource ● Use our auto- blocking technologies Increase users’ trust ● Align with users & deliver solid values for opt-ins ● Why should the user consent? ● Be transparent & clear about the processed data Make compliance easy ● Create an easy-to- understand but transparent privacy UX ● Compliance needs to be easy for customers & their users Customizability, wording & webinars A/B testing, customizability, webinars & white papers Auto-blocking & Contextual Consent Up-to-date preconfigured legal texts 1 2 3 4
  17. 17. © Copyright 2022 Usercentrics Questions?
  18. 18. © Copyright 2022 Usercentrics Thank you! res@cookiebot.com

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