1、Media / / /A Guide for the New Era of Digital Marketing8 July 2021The Cookieless WorldMedia / / / 2021 dentsu | all rights reserved每 日 免 费 获 取 报 告1、每日微信群内分享 7 +最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经” 微信群。 Cookies have been the backbone of the o
2、pen internet, but the clock is ticking on third-party cookies, and we need to plan for the disruption tomorrow by rethinking data strategies today.The end of support of third-party cookies by the most popular web browsers -and the rise of other types of tracking prevention - impact organisations acr
3、oss three key dimensions. This, coupled with the emergence of privacy legislation around the world, leads to a significant and long-term change in the digital marketing ecosystem.First, it transforms the conditions of data management, making the notions of user consent and positive value exchange ke
4、y considerations for organisations. Then, it modifies how brands engage with people online, limiting some of the most widespread digital marketing tactics, such as retargeting. Finally, it changes how brands measure performance, making the path to conversion murkier.Some alternative routes are alrea
5、dy known, such as the importance of nurturing first-party data sources. Others are still in development, such as Googles Federated Learning of Cohorts (FLoCs), each with different potentials for scale, levels of investment needed, and infrastructure requirements. For most brands, business continuati
6、on and growth are not likely to come from a single alternative, but from a blend of alternatives unique to their needs. In many instances, we believe it will likely be based on a combination of first-party data relationships, partnerships with walled gardens, non-audience-based targeting solutions s
7、uch as contextual targeting, and hybrid measurement models.Although this evolution of the cookies landscape has triggered legitimate concerns around the potential consequences on advertising efficiency and on market dynamics, we should all welcome any change promoting user privacy as a collective, m
8、eaningful progress.As you transition to a new marketing model, the media brands of dentsu are at your side to navigate this shifting landscape. As global pioneers and leaders in search marketing, we have extensive experience in developing advanced digital marketing strategies that do not rely on coo
9、kies. Today, we are building upon this expertise, working closely with technology partners and publishers, to build new solutions that address your business needs while respecting your consumers privacy.This report is for general information only, the contents of this report are not intended to be l
10、egal advice and should not be used as a substitute for legal or other professional advice.The Big PictureTable of ContentsThe Big PictureIntroduction: The Beginning of a New EraWhat Is Happening? User Consent Changes EverythingWhat Is Happening? The Consequences at a GlanceData Management: More Than
11、 Just TechnologyAudience Activation: Start with First-party DataPerformance Measurement: The Need for a Hybrid ModelAn Illustration: Bringing Everything Together in a Privacy-safe Tech StackThe Path Forward: Preparing for the Deprecation of Third-party Cookies ConclusionCreditsSources246101420263234
12、384041 The Beginning of a New EraIntroductionMedia / / /The Beginning of A New EraThe global demand for privacy is one of the most consequential consumer dynamics at play today.Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them,1and 42% ha
13、ve taken steps to reduce the amount of data they share online.2In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.For brands and the adv
14、ertising industry, the magnitude of this evolution is massive. On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies even business models must be reviewed and r
15、ethought to limit business disruption.Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how th
16、eir data is being used3) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data4).In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get b
17、ehind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood y
18、et.5In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.Rohan Phi
19、lipsGlobal Product Officer, Media, dentsu internationalIntroductionWhat Is Happening?User Consent Changes EverythingThe Cookieless WorldThe Cookieless WorldMedia / / /What Is Happening?User Consent Changes EverythingWhen it comes to data privacy, user consent has been one of the forces driving the m
20、any regulatory and technological evolutions in recent years. Today, one person out of two (52%) believes it is important that organisations gain their active consent to use their personal data to provide them with more relevant online ads.6User consent is at the core of privacy regulationsSince the
21、introduction of the influential European Unions General Data Protection Regulation (GDPR),7new laws, draft laws, and updates to existing laws have emerged across the globe. Although each national law comes with its own set of rules, field of application, and potential sanctions, many emphasise user
22、consent as one of the lawful bases for processing personal data and define new data rights for individuals (e.g., right to be informed, right to access, right to object).We believe more markets will update their existing regulatory frameworks or introduce new frameworks to further protect the privac
23、y of people in the future. Thus, it is particularly important for businesses operating across markets to understand what these regulations specifically mean for their daily operations, from collecting data to transferring it between regions to answering individuals requests and more.Non-exhaustive m
24、ap of data privacy regulations adopted, amended, drafted, or come into force since 2018 (as of May 4, 2021)EU - General Data Protection regulation (GDPR)UK - Data Protection Act and UK GDPRJapan -Amendments to the Act on the Protection of Personal Information (APPI)Singapore -Amendments to the Perso
25、nal Data Protection Act (PDPA)China - Personal Information Protection Law (PIPL) - DraftIndia - Personal Data Protection (PDP) BillBrazil - Lei Geral de Proteo de Dados (LGPD)USA - California Consumer Privacy Act (CCPA)California Privacy Rights Act (CPRA)South Africa -Protection of Personal Informat
26、ion Act (POPIA)Bill C-11 for the Digital Charter Implementation Act, 2020 (DCIA)adopted, amended or come into forcedraft / not yet adoptedThe Cookieless WorldUser consent shapes the technological evolutionsThe second domain that has been quickly changing through the influence of the user consent pri
27、nciple is technology.For many years, tech platforms approached consent to tracking as an implicit and default choice for users. This status quo started to change in 2017 when Apple introduced Intelligent Tracking Prevention to limit cross-site tracking.8Since then, limitations on tracking technology
28、 have increased - even extending beyond web browsers and cookies - and the philosophy behind tracking defaults has pivoted from opt-out consent (i.e., assume consent unless action is taken to opt-out) to opt-in consent (i.e., assume no consent unless active step taken to consent).Google, for which a
29、dvertising represents a significant share of revenues,9has criticised browsers unilaterally blocking third-party cookies, pointing out it destabilised the business model of many ad-supported websites. However, it announced that Chrome, the worlds most popular web browser,10would also stop supporting
30、 third-party cookies by the end of 2023, as Google plans to work with the web community to develop more private alternatives suitable for advertising purposes.11The Cookieless WorldMedia / / /The path to the cookieless world: 5 years of growing tracking restrictionsWhile this report is intended as a
31、 guide for global marketers and focuses on the key implications of the deprecation of third-party cookies across regions, it is important to recognise that the impact of these regulatory and technological evolutions around privacy will not be identical everywhere. Regional legal frameworks, market d
32、ynamics (e.g., market share of iOS vs. Android operating systems), and technology usage (e.g., mobile penetration) will all be critical influences in how each market experiences the tracking prevention revolution.September 2017 -Apple introduces Intelligent Tracking Prevention (ITP) in the Safari we
33、b browser, limiting cross-site tracking by setting a time limit for cookies.12 June 2018 - Apple introduces ITP 2.0 in Safari, blocking companies from using cookies for retargeting and attribution purposes.13 August 2018 Mozilla introduces Enhanced Tracking Prevention (ETP) in the Firefox browser, b
34、locking the most common forms of cross-site tracking.14 August 2019 Google announces The Privacy Sandbox, with the intent of defining open standards to enhance privacy online.15-Since then, Google has developed many initiatives as part of The Privacy Sandbox, such as Federated Learning of Cohorts (F
35、LoCs) for audience management, TURTLEDOVE for targeting and remarketing, and Trust Token API to prevent ad fraud.16 June 2019 Microsoft announces tracking prevention for its browser Edge as experimental feature.17 June 2019 Mozilla activates ETP by default for new users.18 January 2020 Google announ
36、ces the end of third-party cookies support in the Chrome web browser within two years.19Since then, Google has announced the implementation will be pushed back to 2023.20 March 2020 Apple announces cookies for cross-site resources are blocked by default in Safari.21 March 2021 Google announces it wi
37、ll not build alternate identifiers to track individuals in Chrome and support user-level identifiers in their products.22 June 2020 Apple announces the AppTracking Transparency Framework, requiring mobile applications to request permission to track the user and access the devices advertising identif
38、ier (IDFA).23-When users deny access to their IDFA, apps can still use Apples SKAdNetwork API to measure the performance of ad campaigns,24but with less granular data than what the IDFA would permit. May 2021 iOS 14.5 is rolled out globally, enforcing the new policies of the AppTracking Transparency
39、 Framework.25 You are here. 2023 It is unlikely that any of the four leading web browsers in the world26will support third-party cookies.The Cookieless WorldWhat Is Happening?The Consequences at a GlanceThe Cookieless WorldMedia / / /The impact stemming from the loss of third-party cookies will be f
40、elt across every aspect of the digital marketing ecosystem. Its important to understand the nuances of how this change will impact users, advertisers, platforms, and publishers.The Impact on ConsumersEmails around privacy / cookie policy updates, explosion of cookie banners, providing cookie prefere
41、nce settings to users, tracking prompts on mobile privacy has never been so noticeable for consumers as it is today. It is therefore not surprising that searches for “online privacy” have grown by more than 50% year over year.27In response, brands should figure out how they can take ownership of the
42、 privacy story. Some leading brands are not positioning privacy as merely a part of the story, but as the core of their selling proposition. For example, Apple has taken a strong stand for privacy,28and Neevais a new subscription-based search engine built around the theory that individuals will pay
43、a recurring fee in order to access a privacy-first experience.29While few advertisers will be able to lean into this issue as heavily as those two brands, it is important to build a consumer-facing privacy story through transparent, proactive, and clear communications in order to nurture trust and e
44、ncourage consumers to share more first-party data whilst ensuring compliance with applicable legal requirements.The Impact on BrandsThe end of third-party cookies will lead to fewer opportunities for ad personalisation, especially for acquisition-focused campaigns. Therefore, it will be important to
45、 adjust strategies, prioritising those that interact with the ads and inviting them to take the next step (and share data which can be used for future personalisation). It will also be imperative to continue investing in creativity that will catch user attention.The loss of cross-platform frequency
46、capping will lead to overserving or customers feeling like ads are following them around the internet when a brands marketing campaign includes too many separate platforms. Brands will have to balance leveraging multiple platforms for expanded reach against oversaturating individuals or groups, and
47、they should plan to replace cross-audience frequency measurement with other solutions that indirectly monitor frequency impact, such as surveys or pulsing campaigns that can identify the points of diminishing return.It is also critical that brands understand how their marketing KPIs will be affected
48、. For example, without third-party cookies, most display/programmatic view-through conversion data will disappear, but that does not mean consumers have stopped converting after seeing banner ads. Additionally, without third-party cookies, popular methodologies to understand advertising incrementali
49、ty, like A/B testing, audience holdouts, and uplift studies will likely diminish. This does not mean advertising value is lost. Advertisers must look to more durable methods, like intra-platform solutions and consumer identity, to obtain these measures of effectiveness. By understanding the specific
50、 impacts to measurement as isolated from other changes, brands can use the data still available to deliver accurate estimates of metrics that are no longer trackedand should use the next year to establish their own benchmarks.What Is Happening?The Consequences at a GlanceThe Cookieless WorldThe Impa
