Our team received a number of interesting questions about ITP and other browser changes during our “Death of Third-Party Cookies” webinar. Since we couldn’t answer them all live, we wanted to share the answers to our audience questions here.
Common questions about ITP
What is the Internet Explorer version of ITP?
“Do Not Track” was turned on by default in IE 10, while IE 11 automatically turned it off. As of May 2019, IE has approximately 5% of market share for desktop internet browsers.
Microsoft also started a new browser, Microsoft Edge, which currently has about 4% market share, and announced Tracking Prevention, which blocks known lists of trackers, similar to Firefox’s offering.
How do you differentiate a CDP vs. DMP?
We’ve got a whole eBook on that! When it comes to ITP specifically, DMPs use aggregated and anonymized data to create segments. Simply put, you can’t get as granular with segmentation in DMPs as you can with CDPs because you don’t know the actual individuals within a DMP segment.
With ITP, a DMP will likely add the same person to multiple segments because they can no longer track where they are in their journey or keep a persistent profile based on their interests and behaviors.
How do website owners enable first-party cookies that act like third-party cookies?
To get around ITP, third-party websites (e.g., Facebook, Google) created ways to drop third-party cookies that acted like first-party cookies through link decoration. With ITP 2.2, Apple aimed to limit the ability to track using link decoration. Further limitations are set in the most recent ITP release (2.3).
How does ITP change a brand’s ability to onboard a large list of opted-in email addresses and target those users on the open web or on Facebook or Google?
This change won’t affect the ability to target these individuals through a DSP. Because these email addresses are opted-in, you do have the ability to target them as you normally would through a DMP, directly through a DSP or via Google or Facebook. You could use a CDP, for example, to upload the list and use our direct connections with Facebook and Google to retarget.
What it will affect, however, is your measurement. If a person clicks on a Facebook ad to that lands them on your website on Day 1, then clicks on it again on Day 3, it will count as two unique visitors to your website because of ITP. If that visitor logs in or provides an identifier on-site, though, the two “unique” visitors can be merged back into one — if you have a CDP.
Third-party cookie providers offer a lot of info as what customers do outside of the brand’s domain. How do you see CDPs (without third-party cookies) solving this problem?
A CDP isn’t meant to capture cross-site data from a customer. Instead, the CDP provides you with the ability to build a progressive profile to understand the customer using what you know primarily from your owned website(s) and touch points — like your ESP, CRM or other channels — and any second- or third-party data you’d like to add.
As the world moves towards consented, authenticated ways of capturing customer data, you need a customer data platform in place to store all of that data.
You used Nike, Sephora, and Medium as examples of brands that create unique log-in experiences. If they’re able to establish a log-in with a user, then want to retarget that user on another site (Facebook, Google, etc.), how can they get this info to the other publisher, if at all?
Marketers will still be able to do this, but will have to act within the 24-hour window following the log-in.
What is going to happen when CCPA adds an “opt-out” option to data sharing even as a logged-in user?
If a customer decides to opt out, it’s in marketers’ best interest to follow their preferences.
BlueConic allows you to exclude anyone who has opted out from personalization through our end-to-end consent management solution. Because data is stored at the individual level, we have the ability to exclude someone from personalization as much as we have the ability to include them.
As noted, it’s important to provide value in exchange for data, so be sure to design experiences that make it worthwhile for a customer to give you their data.
You mentioned Bark and Glossier partnering to acquiring new customers through second-party data sharing. How would consent work for Bark users targeted by Glossier?
Regarding first-party data sharing, you could have customers opt in to receive information from Bark, for example. While the message itself is up to your creative team, a CDP allows you to easily create a segment of customers that have consented to receive info from Bark and send that segment to Bark.
For instance, you might provide a prompt on your website that shows the Bark collaboration and ask for a customers’ email address to provide more information about the partnership.
With a CDP in place, Glossier could then pass that segment of customers onto Bark — and Bark would then receive a list of profiles, which includes email addresses and perhaps interests.
I understand a CDP can help store and unify customer data, but didn’t you state in the webinar we won’t be able to use the data for personalization unless they log in?
It’s certainly not required to have a log-in. You can conduct personalized marketing without it. Having said that, creating a log-in experience or, at the very least, getting a user to identify themselves by providing identifying information, like an email address, helps you attach data that happens during a given visit with that specific person to allow you to build out a persistent profile on their preferences.
For example, Zappos now prompts users to sign in for a personalized recommendations: