A World Without Cookies by Jochen Schlosser
29
A World Without Cookies Dr. Jochen Schlosser Director Data & IT | Executive Board mail [email protected] @tschakster Performance Marketing Insights 2014 25.06.2014
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Biometrics might be the emperor’s new clothes for smartphone manufacturers, yet it is fingerprinting of an altogether different variety that has marketer’s salivating at the prospect of a cookieless web. Using information from a mobile device means it is now possible to track a consumer without storing information locally, before doing away with cookies entirely. However, as with any technological innovation there are pros and cons to consider. Dr. Jochen Schlosser will share discoveries he has made. What advantages are there, why this new ID should not be called fingerprinting and what aspects need to improve before it becomes the de facto standard?
Transcript of A World Without Cookies by Jochen Schlosser
A World Without Cookies
Dr. Jochen Schlosser
Director Data & IT | Executive Board
mail [email protected]
@tschakster
Performance Marketing Insights 2014
25.06.2014
25.06.2014
We Are Unique
3 06 CHARTS & DIAGRAMME
Cookies Are Everywhere…
(Re)targeting
Analytics
CRM
Tracking
3rd
Party
Source: Shutterstock
4
European Cookie Directive
Confusion
Opt-In
Opt-Out
Analytics
Retargeting
Fingerprinting
Is-Alike
Act-Alike
Device
Identification
Cookies
Profiling
Pseudonymity
Informational Duties
Log-In
HTML5
1st
Party
3rd
Party
Cloud
DSP
SSP DMP
Attribution LBA
5 07 DATA DRIVEN INNOVATION European Cookie Directive
Strict Opt-In
Cyprus, Latvia, Lithuania
Denmark, France,
Netherlands, Portugal
EU Directive not implemented
Germany, Greece,
Iceland, Liechtenstein,
Malta, Norway
Other Solutions
17 Countries
Source: Field Fisher Waterhouse – Cookie „consent“ rule: EEA implementation; May 2013
6 1,2,3,4,5
Client-Device
(Ad)Server
Network Routing
Client Configuration
Cloud-Service
ID
7 07 DATA DRIVEN INNOVATION What About The Experts?
Source: Shutterstock
8 07 DATA DRIVEN INNOVATION
VS
What Exactly Are Fingerprints?
Source: Shutterstock
9 07 DATA DRIVEN INNOVATION Don‘t Call It Schnitzel
Source: Shutterstock
10 07 DATA DRIVEN INNOVATION
Plug-Ins HTTP - Details
MIME
System Colors
Color Depth Time Zone
Browser
Micro-Versions
Resolution
NO - Personally Identifiable Information
Device Recognition
Technical ID
11
https://panopticlick.eff.org/browser-uniqueness.pdf
07 DATA DRIVEN INNOVATION
Experiment
Desktop
Unique for 4.2 million browsers
Mobile
One identical entry for 2 million browsers
Does It Actually Work?
12 07 DATA DRIVEN INNOVATION … and WHY?
Fonts
Swis721 Lt Bt
Swis721 Md Bt
13 07 DATA DRIVEN INNOVATION … and WHY?
Plug-Ins + Micro Versions
10.51.2
10.7.0_51
2.2.52
7.0.510.13
14.0.470.1010
14 07 DATA DRIVEN INNOVATION Out In The Wilderness
Source: Shutterstock
15 07 DATA DRIVEN INNOVATION Reality Check
Mobile Leads +20%
Recognition 90%
Unique Visitor -30%
16 07 DATA DRIVEN INNOVATION Why Is That?
Visit
Delete
Visit
Delete
Visit
Unique Visitor 1 2 3
17 07 DATA DRIVEN INNOVATION
AND
Cookie Extension
Mobile Tracking
Data Privacy
Retargeting
CRM Integration
Best of Both Worlds
Technical ID
18 The Next Big Thing?
Source: Shutterstock
19 How To Bridge Devices
?
20 What a Surprise
ID
21 The Lucky Few
CRM Integrate
Set
Go Login
22 The Same Old Gang
23 Last Exit – Data Science
Statistical Mining
Behavioral Data Platform Integration
Source: adbrain
24 How Exactly Does It Work?
Source: Shutterstock
25 How Exactly Does It Work
Source: Drawbridge
26 What Does It Do?
9:00 a.m.
Home
Work 7:00 p.m.
Lunch
Sports
Fashion
12:00 a.m.
13:30 a.m.
Source: Google Maps
27 The Future
Standard
Platforms
Channels
Reach++
Performance++
28 What‘s Your Next Move?
Source: Shutterstock
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