[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party Cookies

How the Cookie Crumbled
Preparing for a Time without Third-Party Cookies
© 2020 Tealium Inc. All rights reserved.

Chris Slovak
VP, Global Solutions Consulting
Tealium
NICE TO MEET YOU!
© 2020 Tealium Inc. All rights reserved. | 2

TALKING POINTS
● How the third-party cookie crumbled
● What it means for your organization
● How to equip brands to manage the
upcoming changes
● Tools to enable browser independance
● How to best collect, store and activate
your data
● Q&A

© 2016 Tealium Inc. All rights
reserved. | 4
Third-party cookie tracking is
critical to digital
advertising…
“Google said on Tuesday it’s planning to end
support for third-party tracking cookies in
its popular Chrome browser “within two
years,”… The proposed shift is likely to send
tremors across an entire online ad ecosystem
that has long relied on cookies to target and
track advertising.”
Jan 2020
“After years of moving in this direction,
Apple said that all third-party cookies for
cross-site tracking will be blocked by
default in Safari 13.1 for iOS and
macOS.”
March 2020

reserved. | 5
Today only FireFox and
Safari have updated their
cookie approach…
21%
Of total browser traffic
Source:
https://gs.statcounter.com/

reserved. | 6
But when Google Chrome
transitions from 3rd
Party
Cookies in 2022…
86%
Of total browser traffic
Source:
https://gs.statcounter.com/

reserved. | 7
collecting detailed information on user
behavior on social media, search engines,
and their favorite websites in order to
advertise specific products and services.
understand behavior of web and mobile
users using web analytics.
storing stateful data, including authenticated
states, saved shopping cart info, and user
preferences, to enhance customer
experiences.
understanding ROI and return-on-ad-spend
from customers clicking on advertisements
and paid media
Leaving critical digital
advertising and attribution
functionality at risk…

BROWSERS ARE MOVING AWAY FROM
THIRD-PARTY TRACKING
… & LAWS ARE FOLLOWING SUIT
CONSUMER PREFERENCES ARE CHANGING
INDUSTRY CONTEXT
PRIVACY IS EVOLVING

CHANGES IN YOUR CUSTOMER DATA STRATEGY
Regulatory Compliance
Opt-outs stop fundamental data collection and analytics to impact tools for
customer insight and activation.
Third-Party Cookie Deprecation
The ‘go to’ means of data collection and tracking are in some cases fully lost to
marketers.
Ad Blocking, Mobile & Browser Changes
ITP 2.x, IDFA, Google’s same-site cookies, ad blockers, and more have reduced
insight and data fidelity.
Walled Garden Expansion
Advertisers spend where the highest return is, and publishers want to
maximize the yield of their traffic.

reserved. | 10
Jake is browsing
through an
advertising
platform and
sees sponsored
content based
on a broad
prospecting
audience he falls
into.
Jake arrives on
site directly. He
is recorded as a
new visitor - the
advertising pixel
is fired to record
pages that Jake
has interacted
within his
third-party
cookie set.
One week later,
Jake sees an
advertisement
that is more
tailored based
on data provided
by the
pixel/cookie on
what he
interacted with
on the site.
Jake has returned
to the site for his
2nd session
- the site is
personalized based
on the ad he
engaged with. The
pixel is fired and
the cookie
updated based on
interactions. He
moves to order.
Jake purchases the
item he’s been
thinking about.
This order is
recorded as one
from a return
visitor on their 2nd
session.
Advertising
platform receives
attribution, and he
is placed on a
suppression list
aligned to his
purchase.

reserved. | 11
Despite the friction
of finding the
products he had
previously
researched, Jake
does convert and is
recorded as a NEW
visitor conversion on
their FIRST session.
With no pre-sale
event tracking from
previous visits, no
attribution and no
ability to suppress
targeting.
Jake organically
returns to the site,
perhaps with help
from the
advertising
platform
prospecting. He
did not have a
cookie, so he looks
like a 2nd NEW
visitor instead of a
returning one. His
experience cannot
be personalized to
his needs.
Without the
cookies having
been set, the
advertising
platform is
unable to
retarget Jake as
the data of his
site visit does
not exist to be
actionable.
Jake arrives on site
directly as the
advertising
platform
prospecting
content has him
wanting to explore
offerings more
deeply. The pixel
is fired, but the
cookie is blocked
so his interactions
are unknown in
terms of how to
retarget.
Jake is browsing
through
advertising
platform and
sees sponsored
content based
on a broad
prospecting
audience he falls
into.

30%
TRACKING LOSS
Attribution Loss
-20%
PERCEIVED ROAS
-10%
BUDGET ALLOCATION
Diminishing Return Reduced Spend
Regulatory,
Privacy,
Technology
Changes
15%
Revenue
Loss
Source:
Digiday Germany, 2020
REVENUE IMPACT
REGULATORY & TRACKING CHANGES

THE WAY
FORWARD

DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S THE WAY FORWARD?
“We Give Up”
• Head back to the way things used to be and buy advertising direct
• Focus on fuzzy measurements like last click attribution
• Go for scale rather than contextual or personalized experiences
“We Find Workarounds”
• Consistently changing your data strategies as browsers change theirs
• Hack our way into user IDs
• Privacy and consent come second
“We Start to Deliver a First-Party Driven Approach”
• Build a foundational customer data pipeline for your business (real-time, channel independent, trusted)
• Collect every first-party interaction with consent, rely on more accurate data
• Integrate data into the marketing and analytics tools to deliver customer-first experiences

ACTIVATE
COLLECT
ACCURACY
AND QUALITY
REAL-TIME
AVAILABLE
EVERYWHERE

reserved. | 18
TO INNOVATE TODAY,
YOU NEED TO
PUT FIRST-PARTY DATA
FIRST

Strategy Considerations
● Acquire
○ Contextual advertising will drive Brand
● Engage
○ Use MVT to optimize first experience
● Nurture
○ Identification (not authentication) will be based on trust
■ Not to mention the best “advertising”
● Compare
○ Consider partners and solutions for aggregate comparison

First-Party Data Infrastructure Flexible Collection and Delivery
Vendor Neutral Real-Time Architecture

Repeat
Purchasers
Audience Creation
Data Sources
Further Analysis
/ Actions
Profile and
Audience Data
Window
Shoppers
Update Data
Lake
Segment
Analysis
Data
Visualization
Add to
Campaign List
Record Updated
in CRM
Ad
Suppressed
Client-side Event
Data
Server-side Event
Data
Hybrid
Client/Server-side
Jake’s Profile
Customer
Journey
Driving Customer Insights and Engagement with a First Party Data Strategy
Event Data
Personalize
Site
Add to Email List
Event Data Framework

TEALIUM EVENT
DATA FRAMEWORK
• One unified solution with 1,200
integrations
• Break down data silos and use a
real-time, unified data set to improve
customer experience, campaigns and
operational inefficiency.
• Setup data sources with an easy-to-use,
point and click user interface.
• Make data trusted across your
organization. Set business rules and
automation to standardize data.

DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
EVENT DATA FRAMEWORK - SUMMARY AND BENEFITS
First-Party Data Infrastructure for Your Business
Flexibility to Adapt to Changing Market Dynamics
Future Proof to Onboard New Data Sources and Tools
Automation and Analytics

reserved. | 25
✔ Equip internal teams
✔ Become browser independent
✔ Ensure strong data hygiene
✔ Adapt your data collection strategy in favor of stronger value exchanges
IMPLEMENT TODAY, PREPARE FOR TOMORROW

EBOOK
It’s Time to Change Your Data Strategy
ADDITIONAL TIPS FOR PREPARING
2 Crucial Steps to Prepare for Third-Party Cookie Loss
LEARN MORE IN THE ATTACHMENTS
WHAT TO EXPECT
The End of Third-Party Cookies: What’s Next for Marketers

[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party Cookies

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[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party Cookies