The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.

1. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World

2. The Future of
Privacy Series
Lay of the Land for All Things Privacy
10am PT / 1pm ET
Future Proof Your Customer Life Cycle
10:25am PT / 1:25pm ET
Level-Up Your MarTech Strategy & Customer Data
11:15am PT / 2:15pm ET
Google Solutions for Brands to Build a Privacy-First Strategy
12:05pm PT / 3:05pm ET
Apple’s ATT Prompt: Panel with Verizon Media
12:55pm PT / 3:55pm ET

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
4
*AdAge Best Places to Work 2019-2021

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
NII AHENE
Chief Strategy Officer

7. Lay of the Land for All
Things Privacy

8. The Big
Headlines
8

9. 9
2017 2018 2019 2020
May 2018
EU enforcement
of GDPR
2021
Jun 2017
Apple releases
Intelligent Tracking
Prevention v1.0 (ITP)
Jun 2018
California Consumer
Privacy Act (CCPA) is
signed into law.
Nov 2019
ITP v2.3
Jan 2020
CCPA Implemented
Jan 2020
Google announces
3p cookie deprecation
by end of 2021
Jul 2020
CCPA
Enforced
Apr 2016
General Data Protection
Regulation (GDPR)
signed into law
Governments and Tech Giants Reshape Privacy
Mar 2018
ITP v1.1
Jun 2018
ITP v2.0
Feb 2019
ITP v2.1
May 2019
ITP v2.2
Jun 2019
Mozilla rolls
out Enhanced
Tracking
Protection
(ETP)
Jan 2022
R.I.P. Third-Party
Cookies on
Chrome
Jun 2020
Apple unveils
updates to
macOS and
iOS with
security and
privacy
features
Sept 2020
Release of
Apple iOS14
and MacOS.
Mar 2020
ITP v3.0*
Apple/Google/Mozilla
Regulatory
ETA Q1 2021
RIP IDFA
Google pushes
Privacy Sandbox to
Chromium &
Canary
March 2021
Google opens Privacy
Sandbox for public testing.
Announced non-support ID
solutions

10. Devices
Privacy by default, opt-in to
be tracked with increased
control for users to opt-out
of various tracking
methods.
The Forces at Work
10
Browsers
Privacy protection
technology is now built into
the browser, preventing
trackers that help identify
users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.

11. IDFA: Identifier for Advertisers
IDFA is a unique device ID that allows advertisers to target, measure, attribute, and optimize in-app campaigns
WHAT
Apple is changing how the IDFA is shared with 3rd parties.
HOW
Apple users are opted-out of tracking by default. Users will see a prompt asking them to allow
tracking when using an app.
WHY
Apple’s reasoning: Privacy, Transparency, Security, Choice, and Trust
WHO
It is estimated that 70-90% of users would opt-out of user-level tracking
WHEN
“Early spring”
11

12. IDFAless Measurement
12
● No PII/User Level Identification
● Shift from deterministic to probabilistic attribution
(modeled conversions & aggregated data)
● Shift from multi-touch attribution to last touch
(increases need for new models)
● Current Solutions: SkAdNetwork (SKAN, SKAD),
Apple Search Ads (ASA) Framework,
AppTrackingTransparency (ATT)

13. This Just In
13

14. Devices
Privacy by default, opt-in to
be tracked with increased
control for users to opt-out
of various tracking
methods.
The Forces at Work
14
Browsers
Privacy protection
technology is now built into
the browser, preventing
trackers that help identify
users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.

15. Privacy-First Browsers
15
Apple:
● Powered by machine learning, Apple’s browser limits the amount of
data collected by third parties (Intelligent Tracking Prevention or
ITP), ad measurement is done in a privacy-preserving way without
cross-site tracking via Private Click Measurement. Matching of an
ad click with a purchase is all done on device and is not reported to
Apple.
Google:
● Ahead of killing the cookie, Google introduced Privacy Sandbox, a
series of privacy-preserving API proposals, to aid in tracking
transparency. The APIs (TURTLEDOVE, FLoC, and FLEDGE, among
others) enable the browser to anonymize data or act on a users
behalf to ensure data is never shared without their knowledge or
consent.
"Technology does not need vast troves
of personal data stitched together
across dozens of websites and apps
in order to succeed. Advertising
existed and thrived for decades
without it, and we're here today
because the path of least resistance is
rarely the path of wisdom.”
-Tim Cook, Apple

16. Devices
Privacy by default, opt-in to
be tracked with increased
control for users to opt-out
of various tracking
methods.
The Forces at Work
16
Browsers
Privacy protection
technology is now built into
the browser, preventing
trackers that help identify
users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.

17. ● California strengthens CCPA, passing CPRA in
November 2020
Civil penalty of up to $2500 per violation (each user), or $7500 per violation if
intentional. Consumer can collect between $100 and $750 for each event (actual
damage).
● Virginia enacts consumer privacy law (Consumer
Data Protection Act) in February 2021
● Washington has both opt-in and opt-out bills under
consideration
● New York legislature introduced CCPA clone with
private right of action
● Momentum within congress to address national
privacy legislation
Stronger
Regulation,
Enforcement, &
Expensive
17

18. Devices
Privacy by default, opt-in to
be tracked with increased
control for users to opt-out
of various tracking
methods.
The Forces at Work
18
Browsers
Privacy protection
technology is now built into
the browser, preventing
trackers that help identify
users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.

19. Leaning In
19
Netizens don't trust companies with their information.
Respecting privacy regulation is one thing, but are we
building trust? How do we earn that back? By leaning in.
If you're collecting data, be intentional, ask for and respect
preferences, deliver value by using first-party data, and
invest in the experience.
As an industry, if we don’t lean in, technology, regulation
and people will continue adopt more aggressive measures
to protect their privacy.

20. 20
What does this all mean -
if you’re on xxx team, here are two things it means for
you.
how xxx channel changes with the 3rs

21. Signal Loss Solutions
21
Media Mix Modeling
Media Mix Modeling is
a top-down approach
that evaluates how
historical media
activity, promotions,
pricing, seasonality,
and uncontrollable
factors such as
economic activity
impact sales.
Additionally, it provides
a measured marketing
ROI which accounts for
external factors such
as weather,
unemployment, and
others.
Reach, Frequency,
Monetary/Buyer
Segmentation
RFM segmentation
enables marketers to
reach particular
groups of consumers
with messages that
are far more
important to their
specific habits,
resulting in much
higher response
rates.
Tech Discovery
Complete a thorough
understanding of the
in-house technology
stack, capabilities and
features.
Discover how teams
are leveraging various
technologies and
understand the
challenges and
limitations
Uncover opportunities
to connect the different
points of the funnel to
provide more
personalized — and
profitable — customer
experiences.
Email/CRM
Supercharged by
RFM
Orchestration
Retention
1P Data Strategy
Unlock possibilities
with 1p data by
leveraging existing
technologies or
onboarding new
ones.

22. Future of Measurement
22
Invest in Multiple Technologies
There is no silver bullet, signals will
be less granular, and happen across
the marketing ecosystem.
Increased Modeling Adapt and Dominate

23. Future of Targeting
23
Privacy Sandbox solutions
1p Data ID vs contextual

24. “In this moment of privacy, the TV screen
is becoming one of the most targetable
devices in an advertiser’s toolkit. Because
the TV screen never had cookies or IDFA
to begin with, their deprecation doesn’t
affect TV screen targeting in the same
way.” - Jesse Math, OTT Lead
24
CTV/OTT

25. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

26. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World