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The Day After Tomorrow:

When Ad Blockers Stop All Analytics Platforms
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER
#searchlove -- @samueljscott
#searchlove -- @samueljscott
3
#searchlove -- @samueljscott
2
#searchlove -- @samueljscott
1
What Is…
#searchlove -- @samueljscott
Direct MarketingAdvertising
Advertising
#searchlove -- @samueljscott
Pros



Creative



Memorable



Builds Brands
Cons



Can Flop



Expensive



Not Trackable
Direct Marketing
#searchlove -- @samueljscott
Pros



Cheap



Adjustable



Trackable
Cons



Boring



Not Memorable



Annoying
Direct Marketing
#searchlove -- @samueljscott
Gets an immediate, trackable response (from a targeted set of people)
Direct Marketing
People Do Not Want Tailored Ads
#searchlove -- @samueljscott
People Hate It
#searchlove -- @samueljscott
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
#searchlove -- @samueljscott
But People Hate It
#searchlove -- @samueljscott
Doc Searls,

Harvard Business Review
Ad Blocking Is Only Increasing
#searchlove -- @samueljscott
2017 PageFair Adblock Report
#searchlove -- @samueljscott
2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
#searchlove -- @samueljscott
2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
#searchlove -- @samueljscott
Ad Blocking is the Future
63% use them!
Why You Should Care
#searchlove -- @samueljscott
Ad blockers stop many other front-end scripts too
Example — TechCrunch
#searchlove -- @samueljscott
Adblock & Adblock Plus
#searchlove -- @samueljscott
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
#searchlove -- @samueljscott
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
#searchlove -- @samueljscott
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
#searchlove -- @samueljscott
— Jason Packer, principal consultant at Quantable
25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
#searchlove -- @samueljscott
— GlobalWebIndex in Wired magazine
DuckDuckGo Continues to Rise
#searchlove -- @samueljscott
200 million visits in August 2017
— SimilarWeb data
Apple Steps Up
#searchlove -- @samueljscott
Safari 11

(Macs and iPhones)


Intelligent Tracking Prevention lets

companies track people for only
24 hours after visiting a website
The Truth
#searchlove -- @samueljscott
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
#digitalzone -- @samueljscott
Judgement Day: May 25, 2018
#searchlove -- @samueljscott
What is GDPR?
#searchlove -- @samueljscott
•Is your company in the EU?

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



Pay attention.

What is GDPR?
#searchlove -- @samueljscott
• 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?
#searchlove -- @samueljscott
Fine:



— €20 million OR

— 4% of global revenue
What is GDPR?
#searchlove -- @samueljscott
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?
#searchlove -- @samueljscott
5%
— PageFair research
One Example
#searchlove -- @samueljscott
- The Guardian, September 2017
Google and Facebook
#searchlove -- @samueljscott
- Princeton University (PDF)
Bottom Line
#searchlove -- @samueljscott
- Campaign, August 2017
So, What Do We Do?
#searchlove -- @samueljscott
Take stock & understand your data
supply chain



Review vendor contracts
So, What Do We Do?
#searchlove -- @samueljscott
Localize infrastructure



Invest in data centers in the EU
So, What Do We Do?
#searchlove -- @samueljscott
Comply with GDPR
So, What Do We Do?
#searchlove -- @samueljscott
Use analytics platforms that
are not blocked 

by script blockers
So, What Do We Do?
#searchlove -- @samueljscott
Lobby to change 

the draft GDPR
So, What Do We Do?
#searchlove -- @samueljscott
Prepare for the data
apocalypse
NO TRACKING!
So, What Do We Do?
#searchlove -- @samueljscott
… by returning

advertising and creativity

to marketing…
#searchlove -- @samueljscott
So, What Do We Do?
Less tracking. Less direct marketing. More creative advertising.
#searchlove -- @samueljscott
A Thought to Remember
#searchlove -- @samueljscott
1
Cheers!
Samuel Scott
Keynote Marketing Speaker

Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#searchlove -- @samueljscott

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

  • 1. The Day After Tomorrow:
 When Ad Blockers Stop All Analytics Platforms SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #searchlove -- @samueljscott
  • 5. What Is… #searchlove -- @samueljscott Direct MarketingAdvertising
  • 6. Advertising #searchlove -- @samueljscott Pros
 
 Creative
 
 Memorable
 
 Builds Brands Cons
 
 Can Flop
 
 Expensive
 
 Not Trackable
  • 7. Direct Marketing #searchlove -- @samueljscott Pros
 
 Cheap
 
 Adjustable
 
 Trackable Cons
 
 Boring
 
 Not Memorable
 
 Annoying
  • 8. Direct Marketing #searchlove -- @samueljscott Gets an immediate, trackable response (from a targeted set of people)
  • 10. People Do Not Want Tailored Ads #searchlove -- @samueljscott
  • 11. People Hate It #searchlove -- @samueljscott MarketingSherpa, March 2017
  • 12. 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 #searchlove -- @samueljscott
  • 13. But People Hate It #searchlove -- @samueljscott Doc Searls,
 Harvard Business Review
  • 14. Ad Blocking Is Only Increasing #searchlove -- @samueljscott 2017 PageFair Adblock Report
  • 15. #searchlove -- @samueljscott 2017 PageFair Adblock Report Ad Blocking Is Only Increasing
  • 16. #searchlove -- @samueljscott 2017 PageFair Adblock Report Ad Blocking Is Only Increasing
  • 17. #searchlove -- @samueljscott Ad Blocking is the Future 63% use them!
  • 18. Why You Should Care #searchlove -- @samueljscott Ad blockers stop many other front-end scripts too
  • 20. Adblock & Adblock Plus #searchlove -- @samueljscott 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
  • 21. Ghostery #searchlove -- @samueljscott 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.
  • 22. uBlock Origin #searchlove -- @samueljscott 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.
  • 23. 220 million+ block 
 Google Analytics Look at it This Way #searchlove -- @samueljscott — Jason Packer, principal consultant at Quantable
  • 24. 25% of people worldwide use a VPN - UK and US are 16% VPNs Create Impostor Data #searchlove -- @samueljscott — GlobalWebIndex in Wired magazine
  • 25. DuckDuckGo Continues to Rise #searchlove -- @samueljscott 200 million visits in August 2017 — SimilarWeb data
  • 26. Apple Steps Up #searchlove -- @samueljscott Safari 11
 (Macs and iPhones) 
 Intelligent Tracking Prevention lets
 companies track people for only 24 hours after visiting a website
  • 27. The Truth #searchlove -- @samueljscott We have no idea how much marketing data
 is lost, inaccurate, or never collected at all.
  • 28. The Truth About Data Data will get you into trouble #digitalzone -- @samueljscott
  • 29. Judgement Day: May 25, 2018 #searchlove -- @samueljscott
  • 30. What is GDPR? #searchlove -- @samueljscott •Is your company in the EU?
 • Do you collect or process the data of anyone in the EU?
 
 Pay attention.

  • 31. What is GDPR? #searchlove -- @samueljscott • 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
  • 32. What is GDPR? #searchlove -- @samueljscott Fine:
 
 — €20 million OR
 — 4% of global revenue
  • 33. What is GDPR? #searchlove -- @samueljscott EU = tracking cookies and
 non-tracking cookies are the same. • A/B testing • Web design • Currency localisation • Ad frequency capping • Personal stock reports
  • 34. Who Will Opt-In to Tracking? #searchlove -- @samueljscott 5% — PageFair research
  • 35. One Example #searchlove -- @samueljscott - The Guardian, September 2017
  • 36. Google and Facebook #searchlove -- @samueljscott - Princeton University (PDF)
  • 37. Bottom Line #searchlove -- @samueljscott - Campaign, August 2017
  • 38. So, What Do We Do? #searchlove -- @samueljscott Take stock & understand your data supply chain
 
 Review vendor contracts
  • 39. So, What Do We Do? #searchlove -- @samueljscott Localize infrastructure
 
 Invest in data centers in the EU
  • 40. So, What Do We Do? #searchlove -- @samueljscott Comply with GDPR
  • 41. So, What Do We Do? #searchlove -- @samueljscott Use analytics platforms that are not blocked 
 by script blockers
  • 42. So, What Do We Do? #searchlove -- @samueljscott Lobby to change 
 the draft GDPR
  • 43. So, What Do We Do? #searchlove -- @samueljscott Prepare for the data apocalypse NO TRACKING!
  • 44. So, What Do We Do? #searchlove -- @samueljscott … by returning
 advertising and creativity
 to marketing…
  • 45. #searchlove -- @samueljscott So, What Do We Do? Less tracking. Less direct marketing. More creative advertising.
  • 46. #searchlove -- @samueljscott A Thought to Remember
  • 48. Cheers! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum ! sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #searchlove -- @samueljscott