1、Media/A Follow-up to the Guide for the New Era of Digital MarketingOctober 2022The CookielessWorldMedia/2022 dentsu|all rights reserved2022 UpdateNo Way BackWith the deprecation of third-party cookies firmly in motion,the last twelve months have been particularly busy for brands as they face critica

2、l technology decisions with deep ramifications throughout their businesses.In June 2021,dentsu released The Cookieless World-A Guide for the New Era of Digital Marketing,a comprehensive deep-dive into the ongoing deprecation of third-party cookies and what brands can do to prepare.While the structur

3、al dynamics and the key recommendations described in that report still hold true,a lot has happened over the last year,from new regulatory debates to new announcements from technology platforms.For this reason,we have taken a fresh look at how these recent changes around the end of third-party cooki

4、es impact brands,and what brands should consider doing to ensure business continuity.In this addendum to the 2021 guide,we look into implications across Data Management,Audience Activation,and Performance Measurement,following a campaigns progress from preparation to planning and targeting,to provin

5、g effectiveness.We also offer a checklist of key considerations to help prepare for the deprecation of third-party cookies.We hope you will find this update useful in your journey to the cookielessworld.To learn more about what the end of third-party cookies specifically means for your business and

6、how you can best prepare today,contact your dentsu Client Partner or Rohan Philips,Global Product Officer,Media,dentsu international.This report is for general information only,the contents of this report are not intended to be legal advice and should not be used as a substitute for legal or other p

7、rofessional advice.Data Management:Build Identity as Your New FoundationAudience Activation:Test and Adapt,Ensuring Privacy Remains at the ForefrontPerformance Measurement:Transparent and AccountableA Checklist Preparing for the Deprecation of Third-party CookiesTable of Contents471013Data Managemen

8、tThe Cookieless WorldThe Cookieless WorldData ManagementWhat has changed over the last twelve months?The past 12 months have delivered exciting developments,and the industry is transitioning into to a cookieless world.This is in the context of increasing privacy legislation where Gartner estimates t

9、hat 75%of the global population will have its personal data protected under modern privacy regulation by the end of 2024.In 2021,Google ignited conversation with a timeline for Chromes deprecation of third-party cookies.While that timeline has been delayed,there is no doubt that this will be the eve

10、ntual outcome.Beyond Google,over the last year,more browsers and operating systems have disabled cookies or provided choice by not allowing cookies by default.Moreover,consumers are increasingly rejecting cookies across the web,and third-party cookies continue to erode.In exchange models,publishers

11、have found new and creative ways to trade content for increased identity and are giving away paid content to logged-in users.Logged-in user data has enabled brands to deliver their most valued assets to consumers through personalised,richer experiences in a way that feels authentic and seamless.In c

12、ontrast,unauthenticated users may receive a lite experience that offers a subset of content and website functionality.Increased adoption of the identity paywall comes with better tracking of real identity thats higher quality,legislation compliant,privacy safe,and more controllable.Increased adoptio

13、n of data clean rooms and Google Analytics 4 are helping brands leverage and combine more precise first-party data,allowing them to put customer privacy first while still realising its value.How does it impact brands?As reliance on third-party cookies fades,brands have been increasing their focus on

14、 first-party data and increasingly more conversations about privacy and data integrity across their organisations.Shifts in consumer privacy legislation will help keep this topic front and center across all business operations,and if thoughtfully responded to can better equip brands for unexpected p

15、rivacy and compliance announcements in the future.As brands look for new cookieless marketing tactics,they are exploring new value and consent-based loyalty programs to scale first-party data collection,find and engage new customers,and fuel future growth.To further enrich their audience segments,br

16、ands continue to enhance first-party cookie data by blending it with valuable second-and third-party data sources.Privacy protection for consumers is gaining momentum and far from consistent across the globeUKData Protection Act and UK GDPREUGeneral Data Protection Regulation(GDPR)South AfricaProtec

17、tion of Personal Information ActBrazilLei Geral de Preotecao de Dados(LGPD)CanadaBill C-11 for the Digital Charter Implementation Act 2020(DCIA)USACalifornia Consumer Privacy ActCalifornia Privacy Rights ActVirginia Consumer Data Protection ActColorado Privacy ActConnecticut Data Privacy ActUtah Con

18、sumer Privacy ActChinaPersonal Information Protection Law(PIPL)IndiaPersonal Data Protection Bill(PDP)JapanAmendments to the Act on the Protection of Personal Information(APPI)AustraliaOnline Privacy ActNew ZealandOnline Privacy Act 2020The Cookieless WorldData ManagementWhile diversifying and combi

19、ning data sources in this way is a powerful tool,implementing,using,and maintaining the underlying technologies is complex.Brands will need to find new ways to blend diverse data sources and leverage solutions like identity graphs(ID graphs).ID graphs are databases that securely store and stitch tog

20、ether multi-source customer data to create a unified customer profile from their first-party data without relying on third-party cookies.ID graphs enable brands to deploy better targeting,personalisation,measurement,and more,giving brands that use them a distinct advantage in the marketplace.What br

21、ands should consider doing:Consideration#1:Explore new resources,partnerships,and technologiesExploring and strengthening new and existing partnerships(both internal and external)will help you reach and delight your customers most profitably in the cookieless world.A cross-disciplinary privacy team

22、with clearly defined roles and responsibilities can help brands set new guidelines for collecting,processing,retaining,and deleting consumer data.Embracing modern,clear,and concise consent management solutions for data collection gives consumers more control over their privacy,increasing their likel

23、ihood to opt-in.Implementation of consent management technology can actually be required in some markets.Customer Data Platforms(CDPs),Demand Side Platforms(DSPs)and marketing platform partners can provide valuable consumer insights.Evaluate second-party data partnerships,new technologies,and resour

24、ces to reach your audience with precision.Consideration#2:Build identity as your new foundationPeople-based identity solutions integrate first-and second-party cookie data across channels and devices,along with third-party data like demographics and psychographics.Dentsus identity products create in

25、cremental known customers and prospects by bringing together disparate identifiers and enabling targeting and personalisation across channels.Consideration#3:Use clean rooms to maximise customer dataClean rooms allow brands to connect their data and collaborate with media and data partners globally,

26、in a totally privacy centric way with no first-party data sharing.They enable audience insights,enrichment,creation and activation use cases across owned and paid media.Clean rooms provide a data-safe and secure environment for marketing,media and data science teams to collaborate efficiently.Maximi

27、sing the value of your data assets enables universal use cases to facilitate better customer experiences and can be achieved by working with a combination of partners based on geographical presence of your brand to get the most relevant data partner in markets.Audience ActivationThe Cookieless World

28、The Cookieless WorldAudience ActivationWhat has changed over the last twelve months?While we have not seen any major shake ups this year surely nothing like what was caused by App Tracking Transparency,cookie deprecation(e.g.,Safari),or privacy updates in previous years we have seen universal IDs co

29、ntinue gaining traction,a few new announcements of note from Google,and a continued focus on emerging(or renewed)options for activation.Universal IDs allow AdTech companies a cookieless way to identify users across websites and devices.Alternative IDs will need to be monitored in line with regulatio

30、ns across markets.And,while adoption has been slow,solutions like UID2.0 from The Trade Desk continue to gain traction.UID2.0 officially became open source in late Q2 2021 and since then has attracted companies across the programmatic supply chain,ranging from ad technology,publishers and advertiser

31、s.Google announced in early 2022 that they would be abandoning their FLoC(Federated Learning of Cohorts)interest targeting initiative in favor of a new initiative called Topics.With the new initiative,350 targetable topics will be identified,and Googles API will categoriseeach website based on the i

32、dentified topics.And as weve mentioned,Google also announced a second delay in Chrome phasing out cookies(now targeting 2H 2024)stating consistent feedback they received on the need for more time to evaluate and test the new Privacy Sandbox technologies.While not yet officially announced,Digiday bro

33、ke the newsabout Apple building a demand-side platform(DSP).The leak can be traced to recent job listings paired with new advertising opportunities within the App Store.How does it impact brands?While recent announcements do lend brands additional time,they should not shift current focus away from t

34、he importance of first-party data and consumer identity,especially since the value of a cookie has already been lessened through the deprecation on iOS,Safari,and Firefox.Nor should these delays usher in complacency or be seen as an indication that Google will not make good on this commitment.Rather

35、,the latest delay will allow brands more time to prepare for cookie deprecation and establish a range of tried-and-true alternatives to third-party cookies.The Cookieless WorldAudience ActivationWhat brands should consider doing:Consideration#1:Continue prioritising first-party dataConsiderable effo

36、rt should continue to be placed on collecting and enriching consented first-party data and working to improve internal data management ecosystems to better connect,deploy,and extract value from data assets ensuring recency maintained and data loss mitigation strategies are in place.Working with a ra

37、nge of locally relevant data partners can ensure consistent and ongoing enrichment of first-party data assets.This will be the backbone of any ID-based solution in the future,and key for increasing consumer lifetime value.Consideration#2:Test and adapt strategies,ensuring privacy remains at the fore

38、frontMonitor and test alternative solutions taking stock in the delivery,the return,and the tradeoffs that exist compared to cookies(e.g.,scale,complexity,transparency,fidelity,etc.).Continue to push for new advancements in this space and partnering across the ecosystem to ensure that privacy remain

39、s at the forefront of all data-driven marketing activities.Identifying the right partners in different legislative jurisdictions and ensuring test and adapt strategies are nuanced will ensure scalability of these programmes in the future.Consideration#3:Revitalise contextual targetingContextual targ

40、eting enables brands to display ads tailored to the pages content without relying on cookies or past activity.New tools and solutions in the market allow for web-or ID-based signals to inform a more refined and scalable contextual approach(i.e.,Google Topics and dentsu Contextual Intelligence).In th

41、e immediate term,brands should add contextual to their test and learn plans,compare the results with traditional tactics,and implement the right mix of contextual and first-party data activations based on data availability and the roles of these activations across holistic full funnel brand and perf

42、ormance strategies.Performance MeasurementThe Cookieless WorldThe Cookieless WorldPerformance MeasurementWhat has changed over the last twelve months?The industry has reacted swiftly to privacy regulations over the past year,with the twofold aim of improving capture of observable conversions and mor

43、e accurately modelling unobservable conversions.To effectively capture data at source,partners have introduced updated solutions for robust and consistent tagging,more accurate conversion attribution,and signal enrichment.Many partners have also rolled out solutions which leverage statistical and ma

44、chine learning techniques to predict conversions.For example,Google,Meta,Pinterest,and other partners have introduced behavioural modelling which allows advertisers to accurately report on conversions,even in the case where there are limited observed signals.This more accurate and comprehensive mode

45、lling helps to offset the signal loss caused by Intelligent Tracking Prevention(ITP),iOS 14.5,and GDPR.Some of these partners have phased out solutions where data capture and model accuracy might be compromised,like Facebook Attribution,and Google Universal Analytics,to make way for the refined upda

46、tes.How does it impact brands?To continue activating efficient and effective campaigns,it is hard not to get on board with these technological changes.However,we are seeing an increased demand for measurement and technology practitioners to work together to build elegant solutions such as lifetime v

47、alue bidding,DDA-based activation(Data-driven Attribution),and lead-quality optimisation.This increased prevalence of aggregated and modelled data driven by the fragmentation of the media and privacy landscape means that brands are finding it increasingly difficult to get their hands on the data the

48、y are used to having.Furthermore,precise,consistent,and unbiased data across different markets and platforms is harder to obtain.For this reason,it has never been more important to establish a bespoke measurement framework for your brand.In most cases this requires multiple measurement techniques wo

49、rking together to validate and calibrate each other.The holy grail is the Hybrid Measurement Model,where data-driven attribution,marketing mix modelling,and incrementality testing work together via triangulation to produce a fast-moving performance measurement model.This model,used in conjunction wi

50、th data clean rooms and increased media partner transparency,is vital for a successful measurement approach.The Cookieless WorldPerformance MeasurementWhat brands should consider doing:Consideration#1:Measurement TriangulationOne of the challenges of the Hybrid Model is reconciliation of conflicting

51、 measurement results.Incrementality testing can be used to validate the outputs of both Multi-Touch Attribution(MTA)and Marketing Mix Modelling(MMM),whereas a scaled test and learn programme can systematically recalibrate custom attribution models.Where digital upper funnel activities make up most o

52、f the budget,long-term impact can be better measured by regression-based attribution.Consideration#2:The Case for Adaptation to New SolutionsAs we embark on cookieless people-based advertising,clean rooms allow for privacy-compliant match-backs of ad exposure with client business and brand health ou

53、tcomes.By leveraging publisher clean rooms such as Googles Ads Data Hub(ADH)or Amazon Marketing Cloud(AMC),clients can perform advanced in-channel analysis and devise further experiments to calibrate their Hybrid Model.Further,the evolution of solutions,such as Google Analytics 4,presents effective

54、and privacy compliant ways for cookieless measurement and modelling to augment agency and advertiser tools.Consideration#3:Transparent and Accountable MeasurementGoogle and Meta have both released several notable open-source packages in the marketing science realm,focused on incrementality testing,r

55、egression-based attribution and MMM.Rather than facing accusations of marking their own homework,they have provided tools for brands to create their own Hybrid Models.Whether you choose to leverage these or build your own,there are now ample opportunities to own your measurement stack.Hybrid Measure

56、ment ModelData-DrivenAttributionIncrementalTestingMarketingMix ModellingA Checklist Preparing for the Deprecation of Third-party CookiesThe Cookieless WorldThe Cookieless WorldA Checklist Preparing for the Deprecation of Third-party Cookies BUSINESS ACTIVITYCONSIDERATIONSKEY QUESTIONSDATA MANAGEMENT

57、Consumer focusEvaluate your data value exchange.What is the real consumer perception of our value exchange?Is it the same in every region?How does the data we collect improve the customer experience?Do we communicate clearly to consumers on privacy matters?What are the cultural nuances?Do we appropr

58、iately collect any necessary consumer consents?Do we provide required information to consumers on our use of cookies?Business focusUnderstand the place of data in your marketing.Why do we collect data?For what specific business purposes?Which types of the data we currently collect are critical?How d

59、o we use data across our marketing initiatives?What is the recency of the data and how can all business activities both leverage and enrich these assets?Media focusMeasure your reliance on third-party cookies.How much of the current investment is focused on audiences?On remarketing tactics and strat

60、egies?On similar audiences?On third-party audiences?What data do our current media partners use?How much do we rely on our own vs.media partners data for activation?Data focusDevelop alternative data sources to third-party cookies.What can we do to nurture our existing first-party data sets?Is our c

61、urrent cookie data integrated with customer hashed personally identifiable information?Which are the most relevant partnerships for securing access to quality second-party data?Are we working with locally relevant partners?Are there any gaps in our data footprint?Technology focusDefine use cases to

62、drive technology investments.Have we optimised our current tech stack?Is our stack future-proofed(e.g.,can our CDP connect with AdTech vendors without third-party cookies)?Are clean rooms adapted to our needs?AUDIENCE ACTIVATIONTest and learn focusTest your partners cookieless alternatives.Are we ma

63、king the most of the transition period to fully test the different alternatives available(e.g.,individual browser solutions,closed ecosystems,direct publisher ecosystems)?Is an ID better than contextual for us?What is the pricing model?Which can we scale easily?Should we deploy Contextual vs.ID stra

64、tegies for different types of activation?What is the right mix?Media focusReassess your non-audience-based targeting strategy.Do we leverage contextual targeting to its full potential?Are we using context signals to optimise our creatives?What safeguards(e.g.,ad verification)do we have in place to p

65、rotect our brand?PERFORMANCE MEASUREMENTBusiness focusReview your KPIs.What KPIs are affected by changes and what are the ones we should focus on in the future?What do the KPI trends tell us about the impact to date?What gaps can we currently observe between walled garden reporting solutions and our

66、 existing measurement tools?Data focusEvaluate your measurement mix.What are our current sources of truth to measure performance?Have we explored solutions beyond attribution such as incrementality testing and media mix modelling?Do we have the right mix of fast and slow moving metrics and models an

67、d are they integrated into our ways of working?Can we act on them?Process focusBuild a robust testing roadmap.Do we have the right expertise to build a rigorous and actionable testing programme(i.e.,to obtain statistically valid results to inform investment decisions)?Do we have the right resources

68、in place to quickly pivot our audience activation based on learnings from tests?Media/Media/2022 dentsu|all rights reservedContributorsDan Calladine,Keith Camoosa,Samantha De Caprio,Paul Jacobsen,Akash Jairath,Aurlien Loyer,El Kanagavel,Cristina Kimmel,Ana Pak,Rohan Philips,Dan Stubbs,Maggie Summers

69、,Bruce WilliamsAbout dentsu internationalPart of Dentsu Group,Dentsu International is a network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Dentsu delivers people-focused solutions and services

70、 to drive better business and societal outcomes.This is delivered through five global leadership brands-Carat,Dentsu Creative,dentsu X,iProspect and Merkle,each with deep specialisms.Dentsu Internationals radically collaborative team of diverse creators unifies people,clients and capabilities throug

71、h horizontal creativity to help clients create culture,change society,and invent the future.Powered by 100%renewable energy,Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists,and partners with 95 of the top 100 global ContactFor further informatio

72、n please contact:Rohan PhilipsGlobal Product Officer,Media,dentsu For media inquiries please contact:John MayneGlobal External Communications Lead,Media,dentsu This report is for general information only,the contents of this report are not intended to be legal advice and should not be used as a substitute for legal or other professional advice.