DOCSLIB.ORG

Importance of Your First Party Data and What Do You Need to Know About Privacy to Succeed in the Market

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Importance of Your First Party Data and What Do You Need to Know About Privacy to Succeed in the Market Importance of your first party data and what do you need to know about privacy to succeed in the market July 2021 Who We Are Hosted by: Karolina Magda Wójtowicz Kraszewska Partner Manager CEE Platforms Partner Account Google Marketing Manager Platform Proprietary + Confidential Proprietary + Confidential Technology changes Proprietary + Confidential Rising user expectations for online privacy are affecting users and marketers alike Growing concerns from users, driven by … and marketers are seeing direct business missteps across the ecosystem have reduced impacts based on how well they’re building consumer trust... and sustaining user trust. of consumers say that in the past of people globally have stopped buying year they have become more or using a service from a company concerned with how companies 81% 48% due to privacy concerns.1 are using their data.1 of consumers say they are not return for every dollar a company confident their privacy is protected spent on privacy (cost of 59% by companies whose services or 2.7x compliance, privacy certifications, products they use online.2 maintaining data security).2 Source: 1Consumers kinda, sorta care about their data; 2Axios|SurveyMonkey poll: privacy deep dive Proprietary + Confidential Technology changes are fundamentally altering the foundations of the digital ads industry ! 3P Web Cookie is Browsers begin to cut Chrome announces Chrome announces plans Ecosystem is collaborating developed support for 3P cookies [ITP] Privacy Sandbox to phase out 3P cookies on alternatives 1994 2019 2019 2020 Now 2022 2012-2013 2020 2021 iDFA and AdID Apple announced Apple enforces App introduced restrictions for IDFA new restrictions Proprietary + Confidential What we can do today to prepare for a privacy forward future Proprietary + Confidential Start your privacy journey with solid tagging to power your entire advertising portfolio 1P solutions lay the groundwork for measurement & automation, which are paramount to improve accuracy and performance of your ad campaigns OPT-IN AUTOMATIC AUTOMATIC Get to know your customer Evolve & expand Stay informed Downstream 1P data solutions & infrastructure Modeling & automation Privacy through APIs impact Observed Enhanced Smart Bidding Conversions Conversions Global Site Tag Privacy Sandbox Revenue (site wide tagging) Consent Mode (For Advertisers with Modeled Attribution EMEA customers) Conversions Proprietary + Confidential Preparing your business for a privacy-focused future Evolve & expand Modeling & automation Predict outcomes and act in real-time/ evolve and expand With less user data available, modeling and machine learning help to maximize your own data and do more with less. Take action ● Conversion Modeling ● Smart Bidding Proprietary + Confidential When we combine the power of ML & automation with first-party data and human oversight, the results are significant! + + Advanced machine learning Human adjustments First-party data Automated bidding = = = = 15% 27% Campaign performance boost with Increase in conversion volume when machine learning based technology combined with non-last click attribution Source: BCG 2019 Study: The Dividends of Digital Marketing Maturity, Google Internal Data Conversion modeling Proprietary + Confidential Modeling and machine learning help to maximize your own data and do more with less Automated technology helps you identify key patterns and trends using your first-party data, predict future outcomes, and measure results, when there are gaps in your data or signals. Proprietary + Confidential Preparing your business for a privacy-focused future Get to know your customer 1P data solutions & infrastructure How to futur e proof your business: Collect data through first-party tagging and other measurement solutions to generate insights and tailor your channel experiences. Take action ● Global Site Tag (site wide tagging) ● Enhanced Conversions ● Consent Mode (in EMEA) Proprietary + Confidential Realize the full value of your marketing investments with first-party data solutions As data becomes harder to track, it reinforces the importance of developing stronger first-party relationships What should you do? 2x 1.5x Marketers that effectively These marketers also see Global site tag Enhanced Consent mode use their 1P data can 1.5 times the improvement (site wide conversions generate double the in cost efficiency over tagging) incremental revenue from companies with limited a single ad placement, data integration. communication or outreach. Source: BCG Global digital marketing maturity survey 2020 Global site tag Proprietary + Confidential The Global Site Tag is the most important step you can take to ensure accurate measurement Global site tag (Site wide tagging) Privacy-preserving / sustainable features Enhanced conversions, Google Tag Manager The future of Consent mode, etc analytics OR Google Analytics 4 Privacy-centric security and performance tagging Privacy Sandbox browser Gtag APIs, etc Enhanced conversions Proprietary + Confidential How does Enhanced Conversions work? It enables more accurate conversion measurement and increases conversion rates across Search and YouTube Purchase on website Signed in user base [email protected] Name* [email protected]@gmail.com Jane Doe Email address is anonymized Email* and securely matched against [email protected] anonymized Google login data Buy Conversion reported in Google Ads Consent mode (EMEA only) Proprietary + Confidential Consent Mode brings accurate consent rates & conversion rates Ads without Consent Mode User clicks on ad With Consent Mode Cookie settings User cookie settings We use cookies to provide you with the best possible experience. They also allow us to analyze user behavior in order to constantly User rejects improve the website for you. Privacy Policy. User consents MARKETING MARKETING Accept all Accept selection Reject all Necessary Preferences Analytics Marketing Unknown consent Conversion modeling Modeled conversions Conversion reported for users who reported reject consent Consent signal sent to Google that user converts; Conversion reporting as normal reported Limited data, low Total conversions = Modeled + Observed conversions conversions reported. vs Proprietary + Confidential Adopt products built on top of the global site tag & Google Tag Manager for enriched first party data what? where? who? Uses advertiser’s hashed Web advertisers in non- Enhanced increase in reported # customer data to fill in gaps Google Ads only sensitive categories with Conversions +3.5% Search conversions due to browser changes customer data increase in reported +12% YouTube conversions Improves conversion signals for Enhanced Web Advertisers using video and display inventory when CM360/DV360 only Attribution CM360/DV360 third party cookies aren’t available Adjust tag behavior and fill in Google Ads, Google App or web advertisers in Consent lost ad click to Mode gaps in conversions due to Analytics, SA360, the European Economic >70% conversion journeys consent banners CM360/DV360 Area (EEA) recovered due to user consent choices Provides most complete picture Google App or web advertisers of behavior and conversions Google Analytics only Analytics 4 using Google Analytics across Web and App Proprietary + Confidential The power of first party data Proprietary + Confidential Marketers and Customer Data Measurement Publishers should invest Solutions in this privacy-first, Actionable user-centric future and Insights take action now Implement best practices and invest in future-proof strategies that respect user choice and transparency Proprietary + Confidential It’s important to have a connected ecosystem If you are having a clear Audience Strategy 30% 20% Avg cost savings Avg higher revenue Source: BCG “Delivering Meaningful Moments with Data Driven Transformation “ https://www.thinkwithgoogle.com/intl/en-gb/marketing-resources/data-measurement/delivering-meaningful-moments/ Proprietary + Confidential How should marketers take action? Here are five key things marketers can do to harness first party data’sProprietary +full Confidential potential: 1 Tailor to customer objectives 2 Offer value in exchange for data Invest in tech and organizational enablers 3 Test and learn to determine activation 4 Refine and validate through measurement 5 Proprietary + Confidential Step 1: Tailor customer objectives How to take action: ● Create a plan with measurable goals to guide which data to collect & invest in Why Advertisers Should Care ● Map your first-party data to use cases and Without setting specific quantifiable objectives business goals for their first-party data, ● Calculate cost of acquiring data as well advertisers run the risk of not utilizing as related complexities (i.e. compliance with local data to its fullest extent or gaining privacy laws, risks of data breach, impact on sufficient value. consumer trust) ● Build a first-party data roadmap with specific use cases for relevant data sets, determining specific KPIs to track progress Proprietary + Confidential Step 2: Offer value in exchange for data How to take action: ● Utilize consent mode & site-wide tagging to capture consent signals while maintaining Why Advertisers Should Care measurement capabilities Brands must shift their mindset ● Use these levers to collect data in a way that is towards a more privacy-centric privacy-safe, allowing customers to ensure their data is being collected in a similar fashion approach and ensure the value exchange ● Prioritize the data you most need; only collect between
Load more

Recommended publications
  • Add a Captcha to a Contact Form
    Add A Captcha To A Contact Form Colin is swishing: she sectionalizing aphoristically and netts her wherefore. Carroll hogtying opportunely while unresolved Tre retell uncontrollably or trekking point-device. Contractible Howard cravatted her merrymakers so afire that Hugo stabilised very microscopically. Please provide this works just create customized contact form module that you can add a captcha to contact form element options can process Are seldom sure you want to excuse that? It was looking at minimum form now it to both nithin and service will be used by my front end. Or two parameters but without much! Bleeding edge testing system that controls the add a captcha contact form to. Allows you ever want to disable any spam form script that you to add and choose themes that have a contact form or badge or six letters! Even for contact template tab we work fine, add a plugin. Captcha your print perfectly clear explanation was more traditional captcha as a mix of images with no clue how do exactly what is a contact your website? Collect information and is not backward compatible with a captcha to form orders and legally hide it? Is there a way to gauge my Mac from sleeping during a file copy? Drop the Contact Form element on your desired area. Captcha widget areas in your site. How can never change the production method my products use? Honeypots are essential for our ads for us understand what you have a template is now has a weird of great option only use? This full stack overflow! The mail is sent, email and a message field.
    [Show full text]
  • Privacy Policy Interpretation and Definitions
    Privacy Policy This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You. We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy. Interpretation and Definitions Interpretation The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural. Definitions For the purposes of this Privacy Policy: • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable. Under GDPR (General Data Protection Regulation), You can be referred to as the Data Subject or as the User as you are the individual using the Service. • Company (referred to as either "the Company", "We", "Us" or "Our" in this Agreement) refers to Adventure City Inc., 1238 S. BEACH BLVD., SUITE E. For the purpose of the GDPR, the Company is the Data Controller. • Affiliate means an entity that controls, is controlled by or is under common control with a party, where "control" means ownership of 50% or more of the shares, equity interest or other securities entitled to vote for election of directors or other managing authority. • Account means a unique account created for You to access our Service or parts of our Service.
    [Show full text]
  • Cookie Swap Party: Abusing First-Party Cookies for Web Tracking
    Cookie Swap Party: Abusing First-Party Cookies for Web Tracking Quan Chen Panagiotis Ilia [email protected] [email protected] North Carolina State University University of Illinois at Chicago Raleigh, USA Chicago, USA Michalis Polychronakis Alexandros Kapravelos [email protected] [email protected] Stony Brook University North Carolina State University Stony Brook, USA Raleigh, USA ABSTRACT 1 INTRODUCTION As a step towards protecting user privacy, most web browsers perform Most of the JavaScript (JS) [8] code on modern websites is provided some form of third-party HTTP cookie blocking or periodic deletion by external, third-party sources [18, 26, 31, 38]. Third-party JS li- by default, while users typically have the option to select even stricter braries execute in the context of the page that includes them and have blocking policies. As a result, web trackers have shifted their efforts access to the DOM interface of that page. In many scenarios it is to work around these restrictions and retain or even improve the extent preferable to allow third-party JS code to run in the context of the of their tracking capability. parent page. For example, in the case of analytics libraries, certain In this paper, we shed light into the increasingly used practice of re- user interaction metrics (e.g., mouse movements and clicks) cannot lying on first-party cookies that are set by third-party JavaScript code be obtained if JS code executes in a separate iframe. to implement user tracking and other potentially unwanted capabil- This cross-domain inclusion of third-party JS code poses security ities.
    [Show full text]
  • Google's March 2021 Announcement
    ACXIOM POINT OF VIEW GOOGLE’S MARCH 2021 ANNOUNCEMENT WHAT YOU NEED TO KNOW EXECUTIVE SUMMARY When Google speaks, everyone listens. It owns over 60% of browser market share and over 29% of the U.S. digital ad revenue.1, 2 Any change that Google makes to its Chrome browser will likely impact all advertisers, publishers and adtech vendors that depend on the internet as a way to make money. Just the facts. 1. What did Google say on March 3? • The company reiterated that third-party cookies will go away on Chrome in March 2022. • Google will not build alternate user-based identifiers to track individuals, nor use them in its products. • As part of Chrome’s Privacy Sandbox proposals, different APIs will be used for different use cases. FLoC (Interest-based targeting), Fledge (Remarketing), and Conversions API (Measurement use cases} are three out of the nine APIs that will be available. All data will be aggregated and no longer used to track and target users at the individual user level. Per Google’s announcement, we have one year to prepare for a world without third-party cookies. While we’ve all known this was coming, we really didn’t know when. Now you can set your countdown timer to March 2022. Google has also clarified that there will be no alternate identifiers used in Google products. In a blog post, David Temkin, Google’s Director of Product Management, made it clear Google would be curbing any attempt by third-party intermediaries to track individuals across sites as they browse the internet.
    [Show full text]
  • Getting Your Google Analytics ID to Get a Google Analytics ID, Do the Following: 1
    ECinteractivePLUS®: Setting Up Google Analytics™ for Your Site You can use Google Analytics™ to learn how visitors interact with your site. Google Analytics gives you free reports on your site visitors, including their referring sites, search engines, search keywords, time on each page, pages per visit, geographic location, browser versions, and much more. This analysis can help you make informed decisions about your marketing campaigns, increase conversions from guest to loyal customer, and empower you to grow your business online. Google offers a basic set of Analytics services free of charge. For more details and to sign up, see www.google.com/analytics/. To make Google Analytics easy to implement in ECinteractivePLUS®, your Admin site has a Google Analytics ID box in Site Preferences. After you update your Google Analytics tracking code, the ECinteractivePLUS system automatically enters it onto every page of your front-end site so that Google Analytics can track your traffic. Getting Your Google Analytics ID To get a Google Analytics ID, do the following: 1. Go to the Google Analytics sign-up page and log in to your Google account. If you don’t already have a Google account, click Create Account and complete the sign-up process. 2. Complete the Google Analytics sign-up process. When prompted for your site URL, enter your site URL including the directory path that has your ECI DDMS® account number (www.ecinteractive. com/#####). The Google Analytics page displays instructions for adding a script block to each page. In this script block, look for your tracking code that begins with UA- followed by a series of numbers.
    [Show full text]
  • Apache Shindig V
    ...................................................................................................................................... Apache Shindig v. 1.0 User Guide ...................................................................................................................................... The Apache Software Foundation 2012-03-11 T a b l e o f C o n t e n t s i Table of Contents ....................................................................................................................................... 1. Table of Contents . i 2. Introduction . 1 3. Download . 3 4. Overview . 6 5. Getting Started . 16 6. Documentation Centre . 22 7. Java . 23 8. Building Java . 24 9. Samples . 28 10. PHP . 29 11. Building PHP . 30 12. Features . 32 13. Community Overview . 35 14. Getting Help . 37 15. Code Conventions . 38 16. Jira Conventions . 39 17. SVN Conventions . 40 18. Shindig Release Process . 42 19. FAQ . 46 20. Powered By . 48 21. Resources . 49 © 2 0 1 2 , T h e A p a c h e S o f t w a r e F o u n d a t i o n • A L L R I G H T S R E S E R V E D . T a b l e o f C o n t e n t s ii © 2 0 1 2 , T h e A p a c h e S o f t w a r e F o u n d a t i o n • A L L R I G H T S R E S E R V E D . 1 I n t r o d u c t i o n 1 1 Introduction ....................................................................................................................................... 1.1 Welcome To Apache Shindig ! Apache Shindig is an OpenSocial container and helps you to start hosting OpenSocial apps quickly by providing the code to render gadgets, proxy requests, and handle REST and RPC requests.
    [Show full text]
  • What the Floc?
    Security Now! Transcript of Episode #811 Page 1 of 30 Transcript of Episode #811 What the FLoC? Description: This week we briefly, I promise, catch up with ProxyLogon news regarding Windows Defender and the Black Kingdom. We look at Firefox's next release which will be changing its Referer header policy for the better. We look at this week's most recent RCE disaster, a critical vulnerability in the open source MyBB forum software, and China's new CAID (China Anonymization ID). We then conclude by taking a good look at Google's plan to replace tracking with explicit recent browsing history profiling, which is probably the best way to understand FLoC (Federated Learning of Cohorts). And as a special bonus we almost certainly figure out why they named it something so awful. High quality (64 kbps) mp3 audio file URL: http://media.GRC.com/sn/SN-811.mp3 Quarter size (16 kbps) mp3 audio file URL: http://media.GRC.com/sn/sn-811-lq.mp3 SHOW TEASE: It's time for Security Now!. Steve Gibson is here. We've got a new fix for the Microsoft Exchange Server flaw. This one's automatic, thanks to Microsoft. We'll also take a look at some nice new features in Firefox 87. You can get it right now. And then, what the FLoC? We'll take a look at Google's proposal for replacing third-party cookies. Is it better? It's all coming up next on Security Now!. Leo Laporte: This is Security Now! with Steve Gibson, Episode 811, recorded Tuesday, March 23rd, 2021: What the FLoC? It's time for Security Now!, the show where we cover your privacy, your security, your safety online with this guy right here, Steve Gibson from GRC.com.
    [Show full text]
  • Questionnaire to Google
    Questionnaire to Google 1. Definitions The following terms will be used for the purpose of this questionnaire: a) “Google service ”: any service operated by Google that interacts with users and/or their terminal equipment through a network, such as Google Search, Google+, Youtube, Analytics, DoubleClick, +1, Google Location Services and Google Android based software. b) “personal data ”: any information relating to an identified or identifiable natural person, as defined in article 2(a) of Directive 95/46/EC, taking into account the clarifications provided in recital 26 of the same Directive. c) “processing ”: the processing of personal data as defined in article 2(b) of Directive 95/46/EC. d) “Sensitive data ”: any type of data revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, trade-union membership, or data concerning health or sex life, as defined in article 8(1) of Directive 95/46/EC (“special categories of data”). e) “new privacy policy ”: Google’s new privacy policy which took effect on 1 March 2012. f) “non-authenticated user ”: a user accessing a Google service without signing in to a Google account, as opposed to an “authenticated user ”. g) “passive user ”: a user who does not directly request a Google service but from whom data is still collected, typically through third party ad platforms, analytics or +1 buttons. h) “consent ”: any freely given specific and informed indication of the data subjects wishes by which he signifies his agreement to personal data relating to him being processed, as defined in article 2 (h) of Directive 95/46/EC.
    [Show full text]
  • Google Analytics User Guide
    Page | 1 What is Google Analytics? Google Analytics is a cloud-based analytics tool that measures and reports website traffic. It is the most widely used web analytics service on the Internet. Why should we all use it? Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs. It gives actionable insights into how visitors find and use your site, and how to keep them coming back. In a nutshell, Google Analytics provides information about: • What kind of traffic does your website generate – number of sessions, users and new users • How your users interact with your website & how engaged they are – pages per session, average time spent on the website, bounce rate, how many people click on a specific link, watch a video, time spent on the webpage • What are the most and least interesting pages – landing and exit pages, most and least visited pages • Who visits your website – user`s geo location (i.e. city, state, country), the language they speak, the browser they are using, the screen resolution of their device • What users do once they are on your website – how long do users stay on the website, which page is causing users to leave most often, how many pages on average users view • When users visit your website – date & time of their visits, you can see how the user found you. • Whether visitors came to your website through a search engine (Google, Bing, Yahoo, etc.), social networks (Facebook, Twitter, etc.), a link from another website, or a direct type-in.
    [Show full text]
  • Web Analytics Tools and Benefits for Entrepreneurs
    Web analytics tools and benefits for entrepreneurs LAHTI UNIVERSITY OF APPLIED SCIENCES Degree programme in Business Information Technology Bachelor’s Thesis Autumn 2017 Cao Truong Hoang Phuong Nguyen Thi Huyen Trang Lahti University of Applied Sciences Degree programme in Business Information Technology Cao Truong, Hoang Phuong Nguyen Thi, Huyen Trang: Web analytics tools and benefits for entrepreneurs Bachelor’s Thesis in Business Information Technology, 79 pages Autumn 2017 ABSTRACT Online marketing nowadays is not an unfamiliar phenomenon anymore but entrepreneurs may not utilize it to bring out the best in their business. All business companies have their own website but most of them only use it as an advertisement tools or a news tools. However, web analytics tools are designed to change that and help entrepreneurs gathering useful data from their websites. The purpose of the thesis is to provide understanding about what web analytics tools are and they can use them to enhance their business strategy. The thesis will focus on deductive approach and make a conclusion through qualitative research. Google analytics tools and Woopra analytics tools will be used as a demonstration to how to use web analytics tools and how the analysis process can help making proper adjustment to the business. Keywords: Online marketing, data analysis, web analytics, web analytics tools, Google Analytics, Woopra TABLE OF CONTENTS 1 INTRODUCTION 1 1.2 Thesis structure 2 2 RESEARCH METHODS 4 2.1 Objectives 4 2.2 Research approach 4 2.3 Research methodology
    [Show full text]
  • Google Analytics Education and Skills for the Professional Advertiser
    AN INDUSTRY GUIDE TO Google Analytics Education and Skills For The Professional Advertiser MODULE 5 American Advertising Federation The Unifying Voice of Advertising Google Analytics is a freemium service that records what is happening at a website. CONTENTS Tracking the actions of a website is the essence of Google MODULE 5 Google Analytics Analytics. Google Analytics delivers information on who is visiting a Learning Objectives .....................................................................................1 website, what visitors are doing on that website, and what Key Definitions .......................................................................................... 2-3 actions are carried out at the specific URL. Audience Tracking ................................................................................... 4-5 Information is the essence of informed decision-making. The The A,B,C Cycle .......................................................................................6-16 website traffic activity data of Google Analytics delivers a full Acquisition understanding of customer/visitor journeys. Behavior Focus Google Analytics instruction on four(4) Conversions basic tenets: Strategy: Attribution Model ............................................................17-18 Audience- The people who visit a website Case History ........................................................................................... 19-20 Review ..............................................................................................................
    [Show full text]
  • Egta Insight the Future of Online Advertising Without 3Rd Party Cookies May 2020
    EU affairs egta insight the future of online advertising without 3rd party cookies May 2020 www.egta.com table of contents 5 Introduction: The end of 3rd party cookies 6 Part 1: Impact of the end of 3rd party cookies – use cases 7 Part 2: Technical alternatives to 3rd party cookies 7 1.1 Google’s Privacy Sandbox 10 1.2 W3C – ‘Improving Web Advertising’ Business Group 10 1.3 IAB US – Project Rearc 12 Conclusion and egta advice legal notice This publication has been researched and produced by egta’s EU affairs department, and it draws inspiration from the open sources, egta materials and databases, conversations with industry experts and literature from multiple sources. Whilst every effort has been made to ensure the accuracy of the information in publication, egta does not accept responsibility for possible errors or omissions. The opinions and analysis expressed in the publication are those of egta and do not necessarily reflect the views of the other parties. fora are discussing coordinated approaches to Introduction: introduce technical alternatives in support of THE END OF 3rd party targeted advertising (see third section). COOKIES In January 2020, Google confirmed in a blog post that it would phase out the use of 3rd party cookies in its browser Chrome within 2 years. With over 60% of the global browser market, the Chrome announcement, in addition to similar moves by Safari and Firefox, means that by January 2022, 3rd party cookies will be de facto impossible to use across the web. Why did Google feel compelled to make such a move? Chrome essentially found themselves between a rock and a hard place.
    [Show full text]