a world without cookies by jochen schlosser

A World Without Cookies

Dr. Jochen Schlosser

Director Data & IT | Executive Board

mail j.schlosser@uniquedigital.de

@tschakster

Performance Marketing Insights 2014

25.06.2014

25.06.2014

We Are Unique

3 06 CHARTS & DIAGRAMME

Cookies Are Everywhere…

(Re)targeting

Analytics

CRM

Tracking

3rd

Party

Source: Shutterstock

4

European Cookie Directive

Confusion

Opt-In

Opt-Out

Analytics

Retargeting

Fingerprinting

Is-Alike

Act-Alike

Device

Identification

Cookies

Profiling

Pseudonymity

Informational Duties

Log-In

HTML5

1st

Party

3rd

Party

Cloud

DSP

SSP DMP

Attribution LBA

5 07 DATA DRIVEN INNOVATION European Cookie Directive

Strict Opt-In

Cyprus, Latvia, Lithuania

Denmark, France,

Netherlands, Portugal

EU Directive not implemented

Germany, Greece,

Iceland, Liechtenstein,

Malta, Norway

Other Solutions

17 Countries

Source: Field Fisher Waterhouse – Cookie „consent“ rule: EEA implementation; May 2013

6 1,2,3,4,5

Client-Device

(Ad)Server

Network Routing

Client Configuration

Cloud-Service

ID

7 07 DATA DRIVEN INNOVATION What About The Experts?

Source: Shutterstock

8 07 DATA DRIVEN INNOVATION

VS

What Exactly Are Fingerprints?

Source: Shutterstock

9 07 DATA DRIVEN INNOVATION Don‘t Call It Schnitzel

Source: Shutterstock

10 07 DATA DRIVEN INNOVATION

Plug-Ins HTTP - Details

MIME

System Colors

Color Depth Time Zone

Browser

Micro-Versions

Resolution

NO - Personally Identifiable Information

Device Recognition

Technical ID

11

https://panopticlick.eff.org/browser-uniqueness.pdf

07 DATA DRIVEN INNOVATION

Experiment

Desktop

Unique for 4.2 million browsers

Mobile

One identical entry for 2 million browsers

Does It Actually Work?

12 07 DATA DRIVEN INNOVATION … and WHY?

Fonts

Swis721 Lt Bt

Swis721 Md Bt

13 07 DATA DRIVEN INNOVATION … and WHY?

Plug-Ins + Micro Versions

10.51.2

10.7.0_51

2.2.52

7.0.510.13

14.0.470.1010

14 07 DATA DRIVEN INNOVATION Out In The Wilderness

Source: Shutterstock

15 07 DATA DRIVEN INNOVATION Reality Check

Mobile Leads +20%

Recognition 90%

Unique Visitor -30%

16 07 DATA DRIVEN INNOVATION Why Is That?

Visit

Delete

Visit

Delete

Visit

Unique Visitor 1 2 3

17 07 DATA DRIVEN INNOVATION

AND

Cookie Extension

Mobile Tracking

Data Privacy

Retargeting

CRM Integration

Best of Both Worlds

Technical ID

18 The Next Big Thing?

Source: Shutterstock

19 How To Bridge Devices

?

20 What a Surprise

ID

21 The Lucky Few

CRM Integrate

Set

Go Login

22 The Same Old Gang

23 Last Exit – Data Science

Statistical Mining

Behavioral Data Platform Integration

Source: adbrain

24 How Exactly Does It Work?

Source: Shutterstock

25 How Exactly Does It Work

Source: Drawbridge

26 What Does It Do?

9:00 a.m.

Home

Work 7:00 p.m.

Lunch

Sports

Twitter

Fashion

Facebook

12:00 a.m.

13:30 a.m.

Source: Google Maps

27 The Future

Standard

Platforms

Channels

Reach++

Performance++

28 What‘s Your Next Move?

Source: Shutterstock

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20354 Hamburg

t +49 (0)40 881414-10

f +49 (0)40 881414-14

e info@uniquedigital.de

i www.uniquedigital.de

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Impressum

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