The Day After Tomorrow: When Ad Blockers Stop All Analytics Platforms
SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER
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What Is…
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Direct MarketingAdvertising
Advertising
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Pros
Creative
Memorable
Builds Brands
Cons
Can Flop
Expensive
Not Trackable
Direct Marketing
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Pros
Cheap
Adjustable
Trackable
Cons
Boring
Not Memorable
Annoying
Direct Marketing
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Gets an immediate, trackable response (from a targeted set of people)
Direct Marketing
People Do Not Want Tailored Ads
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People Hate It
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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
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But People Hate It
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Doc Searls,Harvard Business Review
Ad Blocking Is Only Increasing
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2017 PageFair Adblock Report
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2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
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2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
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Ad Blocking is the Future
63% use them!
Why You Should Care
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Ad blockers stop many other front-end scripts too
Example — TechCrunch
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Adblock & Adblock Plus
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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
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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
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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
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— Jason Packer, principal consultant at Quantable
25% of people worldwide use a VPN - UK and US are 16%
VPNs Create Impostor Data
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— GlobalWebIndex in Wired magazine
DuckDuckGo Continues to Rise
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200 million visits in August 2017
— SimilarWeb data
Apple Steps Up
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Safari 11(Macs and iPhones)
Intelligent Tracking Prevention letscompanies track people for only 24 hours after visiting a website
The Truth
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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
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Judgement Day: May 25, 2018
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What is GDPR?
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• Is your company in the EU?
• Do you collect or process the data of anyone in the EU?Pay attention.
What is GDPR?
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• 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?
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Fine:— €20 million OR — 4% of global revenue
What is GDPR?
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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?
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5%— PageFair research
One Example
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- The Guardian, September 2017
Google and Facebook
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- Princeton University (PDF)
Bottom Line
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- Campaign, August 2017
So, What Do We Do?
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Take stock & understand your data supply chain
Review vendor contracts
So, What Do We Do?
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Localize infrastructure
Invest in data centers in the EU
So, What Do We Do?
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Comply with GDPR
So, What Do We Do?
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Use analytics platforms that are not blocked
by script blockers
So, What Do We Do?
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Lobby to change the draft GDPR
So, What Do We Do?
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Prepare for the data apocalypse
NO TRACKING!
So, What Do We Do?
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… by returning advertising and creativity
to marketing…
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So, What Do We Do?
Less tracking. Less direct marketing. More creative advertising.
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A Thought to Remember
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Cheers!
Samuel Scott Keynote Marketing SpeakerColumnist at The Drum !
[email protected] @samueljscott Facebook and LinkedIn RSS and e-mail list
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