how social identities are outperforming internet cookies, and why marketers should be thrilled

CONFIDENTIAL 2016 Unified Enterprises, Corp

How Social Identities Are Outperforming Internet Cookies, And Why Marketers Should Be Thrilled

UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp 2

• What Are Internet Cookies Again?

• Compelling Reasons Why Internet Cookies Aren’t So Sweet

• A Case Of (Un)Mistaken Social Identity

• How The Cookie Crumbles

• The Bottom Line For Marketers

What We’ll Go Over TodayWEBINAR CONTENT

What Are Internet Cookies Again?

3


What Are Internet Cookies Again?A QUICK DEFINITION

Some icons from flaticon.com

http://flaticon.com




Web Browser Data

http://flaticon.com




Web Browser Data

Logins Clicks History

http://flaticon.com




Web Browser Data

Logins Clicks History

3rd Party Session

Persistent

http://flaticon.com

Compelling Reasons Why Internet Cookies Aren’t So Sweet

5

Creative Commons “Cookie Monster” by Michelle O'Connell Photography is licensed under CC BY 2.0, This image is an excerpt of the original.


Reason #1: User AmbiguityCOMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET

*Source: White Ops & ANA’s “The Bot Baseline: Fraud in Digital Advertising” Report



Meet Maria


UNIFIED.COM CONFIDENTIAL 2016 Unified Enterprises, Corp

As a result:

6




As a result:

6


• Clicks, logins & browser history mingle



As a result:

6



• Cookies must make assumptions to determine who’s who



As a result:

6




• Targeting is often inaccurate



As a result:

6




• Targeting is often inaccurate

In fact, up to 37% of web impressions aren’t even people, which is estimated to cost advertisers as much as $7.2B in 2016*.



Reason #2: Single Device CompatibilityCOMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET

Maria’s activity on the family computer

Maria’s activity on her own cell phone

Maria’s activity on the family tablet

Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018


Reason #2: Single Device CompatibilityCOMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET

Maria’s activity on the family computer

Maria’s activity on her own cell phone

Maria’s activity on the family tablet

Cookies cannot track Maria’s activity across devices

Sources: eMarketer, 2015: Time Spent with Mobile, United States, 2014-2018, Mobile Phone Users, United States, 2014-2018, & Time Spent with Desktop/Laptop Internet, United States, 2014-2018


Reason #3: Privacy ConcernsCOMPELLING REASONS WHY INTERNET COOKIES AREN’T SO SWEET

Sources: DCN Bot Benchmark Report: What Makes a Publisher Premium By White Ops / Anonymity, Privacy, and Security Online Report By Pew Research / Icon from flaticon.com

http://flaticon.com




70%of users age 18-49 clear

cookies & browser history

http://flaticon.com






32%of users age 18-49 actively

attempt to avoid advertisers

http://flaticon.com






32%of users age 18-49 actively

attempt to avoid advertisers

41%of users purposely disable

or turn off cookies

http://flaticon.com

A Case Of (Un)Mistakable Social Identity

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A Case Of (Un)Mistakable Social IdentityHOW IT WORKS

Illustrations from freepik.com, adaptions made.

http://freepik.com




Data is collected via device

http://freepik.com





Then it’s tied to a social media ID

SOCIAL ID

Your Customer

http://freepik.com





Then it’s tied to a social media ID

SOCIAL ID

Your Customer

Targeting is then based on information from real people

http://freepik.com


A Case Of (Un)Mistakable Social IdentityREASONS WHY SOCIAL IDENTITY-BASED MARKETING IS BETTER

#1



#1 IT’S USER-GENERATED, WHICH MAKES IT:

• Much more accurate

• Much less of a privacy concern



#2



#2 CROSS-DEVICE ADAPTABILITY

• Social IDs work seamlessly across all devices



#3



#3 CRM SYNERGIES

• The ability to map social IDs to CRM lists



#4



#4 IT TRACKS THE CUSTOMER JOURNEY

7:30AM Read News Content On

Social Media

9:00AM Share Industry

Articles On LinkedIn

1:00PM Instagram

Photo Of New Food Truck

3:00PM Plan Weekend Via Facebook

Messenger

4:00PM Pin Family Recipe On Pinterest

9:00PM Live Tweet

While Watching TV

When The Cookie Crumbles

15

Photo credit: kevinspencer via Visual hunt / CC


When The Cookie CrumblesLOOKING AHEAD

Sources: eMarketer 2015 (Social Network Users, United States, 2014-2018 and Social Network Ad Spending, United States, 2014-2018) & eMarketer 2016 (Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight)




41%increase in users

blocking ads worldwide in 2015

alone






alone

57%of senior ad buyers have problems with

multi-device measurement of

programmatic ads






alone

79%increase projected in social media ad

spend over the next three years



programmatic ads






alone





programmatic ads

20%of digital ad spend

budgets are projected to be spent on social media in 2016






alone



70%of internet users in

the U.S. are estimated to be

social users in 2016



programmatic ads

20%of digital ad spend

budgets are projected to be spent on social media in 2016

The Bottom Line For Marketers

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The Bottom Line For MarketersHOW WE USE SOCIAL IDENTITIES


Audience Intelligence

Social identities enhance your ability to understand your audiences

Advertising Campaign Targeting

Social identities help targeting across all of your marketing initiatives

http://freepik.com


The Bottom Line For MarketersIF YOU FORGET EVERYTHING ELSE, REMEMBER THIS


http://freepik.com



Cookies are costing you money

1


http://freepik.com




1

Social IDs are more accurate & trackable

2


http://freepik.com




1

Social IDs are more accurate & trackable

2


Identity-based campaigns perform

better

3

http://freepik.com


Data

20



DataNormalizeTools & Dashboards

http://freepik.com


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