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🌊 Sink or
Swim: Survival
with the New
Data Collection
and Privacy
Restrictions
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02
01
Topics
Why Is Data Collection Becoming Complicated?
How to Overcome Data Collection Challenges?
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Why Is Data Collection
Becoming Complicated?
01
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🔍 Browsers are now
blocking your trackers.
- Safari's Intelligent Tracking Prevention (ITP)
- Mozilla Enhanced Tracking Protection
- Phasing out third-party cookies from Chrome
- An increase in ad blockers usage (36% in UK)
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🔒 Growing customer
sensitivity toward data privacy.
- Data leaks from large companies have
heightened customer sensitivity.
- The GDPR in the EU grants customers the right
to protect their data.
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📜 Compliance with increasingly
stringent privacy regulations.
- Companies hiring Data Protection Officers
(DPOs) to ensure GDPR compliance.
- Consent management platforms (CMPs) are
being used to manage user preferences.
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🌐 Emergence of multi-channel
interactions.
- A customer researches a product on mobile,
sees ads on social media, purchases on the
web, and then leaves reviews through a
customer service chatbot.
- The end of third-party cookies complicates
tracking customer behavior across different
marketing channels.
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- Marketing's and digital advertising’s heavy
reliance on third-party data is facing a
disruption as browsers eliminate cookies,
necessitating an overhaul of current campaign
strategies.
🌆 Third-Party
Cookies Sunset
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How to Overcome Data
Collection Challenges?
02
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- Reduces dependency on browser cookies
- Improves data privacy and control
- Enhances performance & UX (⬆ Page load times)
- Improves data accuracy
Use server-side tagging to
centralise data flows across
touchpoints.
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- Integrates data from various sources for
better enrichment and analysis
- Server-Side Google Tag Manager
- Cloudflare Zaraz
- CDPs and ETLs like Segment, Tealium, Adobe
RudderStack, Hightouch
Use server-side tagging to
centralise data flows across
touchpoints.
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- Collect data directly from customers through
interactions on your owned channels.
- Encourage customers to share their
preferences, interests, and intentions through
quizzes, polls, and interactive experiences that
provide value in exchange for their information
Focus data collection on
consenting first-party and
zero-party sources.
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- Forming partnerships where non-competitive
companies share customer insights that are
not publicly available but obtained with consent.
🤝 Partner with brands to
gain insights from
second-party data.
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- Contextual targeting, where ads are placed
based on the content of the web page rather
than individual user profiles.
🔬 Test alternative
targeting approaches not
reliant on individual profiles.
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🛡 Make data privacy a
competitive advantage
through ethical governance.
- Highlight your strong commitment to data privacy
to stand out in the market and build consumer trust.
- Adopt and communicate transparent data
practices that exceed legal requirements to appeal
to privacy-conscious customers.
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1.0 - Work with one of the Google Partner CMPs
1.1 - Check your current CMP partner compatibility
2.0 - Activate Consent Mode v2
2.1 - At least, activate Basic Content Mode
3.0 - Test and debug, make sure it’s working.
- Deadline: March 7, 2024
🔓 Prepare for Consent
Mode v2 for Google Tags
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🔓 Prepare for Consent
Mode v2 for Google Tags
⚠ Audience building and remarketing
capabilities may be affected.
- "If you want to use Google’s analytics and
advertising services, we strongly recommend
putting Basic Consent Mode" - Simo Ahava