The Day After Tomorrow: When Ad Blockers Stop All Analytics Platforms

SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM

GLOBAL MARKETING SPEAKER

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What Is…

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Direct MarketingAdvertising

Advertising

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Pros

Creative

Memorable

Builds Brands

Cons

Can Flop

Expensive

Not Trackable

Direct Marketing

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Pros

Cheap

Adjustable

Trackable

Cons

Boring

Not Memorable

Annoying

Direct Marketing

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Gets an immediate, trackable response (from a targeted set of people)

Direct Marketing

People Do Not Want Tailored Ads

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People Hate It

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MarketingSherpa, March 2017

How the Internet Changed Everything

“Madison Avenue fell asleep, direct response marketing ate its brain, and it woke up as an alien replica of itself.” !

— Linux Journal editor Doc Searls

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But People Hate It

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Doc Searls,Harvard Business Review

Ad Blocking Is Only Increasing

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2017 PageFair Adblock Report

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2017 PageFair Adblock Report

Ad Blocking Is Only Increasing

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2017 PageFair Adblock Report

Ad Blocking Is Only Increasing

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Ad Blocking is the Future

63% use them!

Why You Should Care

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Ad blockers stop many other front-end scripts too

Example — TechCrunch

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Adblock & Adblock Plus

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Blocks:

• Scripts that include “&ads” or “.ads” or “-ads” • Ads + tracking on social media • All major online ad networks • Google Analytics and most other scripts

can be added for blocking in a few clicks

Ghostery

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Blocks by default:BlueKai. Brightcove. ChartBeat. Crazy Egg. Disqus. DoubleClick. Dstillery. eXelate. Facebook. Gaug.es. Google+. Google AdWords. Google Analytics. Google Dynamic Retargeting. Google Tag Manager. Hubspot. Intercom. Moat. LiveRamp. Lotame. Marketo. New Relic. Omniture (Adobe Analytics). Optimizely. Outbrain. Perfect Audience. Quantcast. ScoreCard Research Beacon. SimpleReach. Spot.IM. Tinypass. Twitter. Visual Website Optimizer.

uBlock Origin

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Blocks by default:Disqus. DoubleClick. Google Analytics. Google Tag Manager. Hotjar. Hubspot. Intercom. MailTrack.io. Marketo. Moat. Optimizely. Outbrain. Parse.ly. Polar Mobile. Reachforce. ScoreCard Research. Skimresources (Skimlinks). Swiftype. Typekit (Adobe). Vidible (AOL). Wordpress Stats. Yahoo. YouTube ads.

220 million+ block Google Analytics

Look at it This Way

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— Jason Packer, principal consultant at Quantable

25% of people worldwide use a VPN - UK and US are 16%

VPNs Create Impostor Data

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— GlobalWebIndex in Wired magazine

DuckDuckGo Continues to Rise

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200 million visits in August 2017

— SimilarWeb data

Apple Steps Up

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Safari 11(Macs and iPhones)

Intelligent Tracking Prevention letscompanies track people for only 24 hours after visiting a website

The Truth

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We have no idea how much marketing data is lost, inaccurate, or never collected at all.

The Truth About Data

Data will get you into trouble

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Judgement Day: May 25, 2018

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What is GDPR?

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• Is your company in the EU?

• Do you collect or process the data of anyone in the EU?Pay attention.

What is GDPR?

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• Consumers must opt-in to all personal data collection and processing

• Opt-in can be withdrawn at any time

• Personal data must be erased upon request

• Data breach notification and accountability

What is GDPR?

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Fine:— €20 million OR — 4% of global revenue

What is GDPR?

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EU = tracking cookies and non-tracking cookies are the same.

• A/B testing • Web design • Currency localisation • Ad frequency capping • Personal stock reports

Who Will Opt-In to Tracking?

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5%— PageFair research

One Example

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- The Guardian, September 2017

Google and Facebook

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- Princeton University (PDF)

Bottom Line

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- Campaign, August 2017

So, What Do We Do?

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Take stock & understand your data supply chain

Review vendor contracts

So, What Do We Do?

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Localize infrastructure

Invest in data centers in the EU

So, What Do We Do?

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Comply with GDPR

So, What Do We Do?

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Use analytics platforms that are not blocked

by script blockers

So, What Do We Do?

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Lobby to change the draft GDPR

So, What Do We Do?

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Prepare for the data apocalypse

NO TRACKING!

So, What Do We Do?

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… by returning advertising and creativity

to marketing…

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So, What Do We Do?

Less tracking. Less direct marketing. More creative advertising.

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A Thought to Remember

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Cheers!

Samuel Scott Keynote Marketing SpeakerColumnist at The Drum !

sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list

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