the day after tomorrow: when ad blockers stop all analytics platforms
TRANSCRIPT
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The Day After Tomorrow: When Ad Blockers Stop All Analytics Platforms
SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER
#searchlove -- @samueljscott
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#searchlove -- @samueljscott
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#searchlove -- @samueljscott
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#searchlove -- @samueljscott
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What Is…
#searchlove -- @samueljscott
Direct MarketingAdvertising
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Advertising
#searchlove -- @samueljscott
Pros
Creative
Memorable
Builds Brands
Cons
Can Flop
Expensive
Not Trackable
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Direct Marketing
#searchlove -- @samueljscott
Pros
Cheap
Adjustable
Trackable
Cons
Boring
Not Memorable
Annoying
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Direct Marketing
#searchlove -- @samueljscott
Gets an immediate, trackable response (from a targeted set of people)
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Direct Marketing
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People Do Not Want Tailored Ads
#searchlove -- @samueljscott
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People Hate It
#searchlove -- @samueljscott
MarketingSherpa, March 2017
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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
#searchlove -- @samueljscott
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But People Hate It
#searchlove -- @samueljscott
Doc Searls,Harvard Business Review
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Ad Blocking Is Only Increasing
#searchlove -- @samueljscott
2017 PageFair Adblock Report
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#searchlove -- @samueljscott
2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
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#searchlove -- @samueljscott
2017 PageFair Adblock Report
Ad Blocking Is Only Increasing
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#searchlove -- @samueljscott
Ad Blocking is the Future
63% use them!
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Why You Should Care
#searchlove -- @samueljscott
Ad blockers stop many other front-end scripts too
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Example — TechCrunch
#searchlove -- @samueljscott
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Adblock & Adblock Plus
#searchlove -- @samueljscott
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
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Ghostery
#searchlove -- @samueljscott
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.
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uBlock Origin
#searchlove -- @samueljscott
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.
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220 million+ block Google Analytics
Look at it This Way
#searchlove -- @samueljscott
— Jason Packer, principal consultant at Quantable
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25% of people worldwide use a VPN - UK and US are 16%
VPNs Create Impostor Data
#searchlove -- @samueljscott
— GlobalWebIndex in Wired magazine
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DuckDuckGo Continues to Rise
#searchlove -- @samueljscott
200 million visits in August 2017
— SimilarWeb data
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Apple Steps Up
#searchlove -- @samueljscott
Safari 11(Macs and iPhones)
Intelligent Tracking Prevention letscompanies track people for only 24 hours after visiting a website
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The Truth
#searchlove -- @samueljscott
We have no idea how much marketing data is lost, inaccurate, or never collected at all.
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The Truth About Data
Data will get you into trouble
#digitalzone -- @samueljscott
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Judgement Day: May 25, 2018
#searchlove -- @samueljscott
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What is GDPR?
#searchlove -- @samueljscott
• Is your company in the EU?
• Do you collect or process the data of anyone in the EU?Pay attention.
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What is GDPR?
#searchlove -- @samueljscott
• 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
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What is GDPR?
#searchlove -- @samueljscott
Fine:— €20 million OR — 4% of global revenue
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What is GDPR?
#searchlove -- @samueljscott
EU = tracking cookies and non-tracking cookies are the same.
• A/B testing • Web design • Currency localisation • Ad frequency capping • Personal stock reports
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Who Will Opt-In to Tracking?
#searchlove -- @samueljscott
5%— PageFair research
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One Example
#searchlove -- @samueljscott
- The Guardian, September 2017
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Google and Facebook
#searchlove -- @samueljscott
- Princeton University (PDF)
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Bottom Line
#searchlove -- @samueljscott
- Campaign, August 2017
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So, What Do We Do?
#searchlove -- @samueljscott
Take stock & understand your data supply chain
Review vendor contracts
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So, What Do We Do?
#searchlove -- @samueljscott
Localize infrastructure
Invest in data centers in the EU
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So, What Do We Do?
#searchlove -- @samueljscott
Comply with GDPR
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So, What Do We Do?
#searchlove -- @samueljscott
Use analytics platforms that are not blocked
by script blockers
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So, What Do We Do?
#searchlove -- @samueljscott
Lobby to change the draft GDPR
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So, What Do We Do?
#searchlove -- @samueljscott
Prepare for the data apocalypse
NO TRACKING!
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So, What Do We Do?
#searchlove -- @samueljscott
… by returning advertising and creativity
to marketing…
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#searchlove -- @samueljscott
So, What Do We Do?
Less tracking. Less direct marketing. More creative advertising.
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#searchlove -- @samueljscott
A Thought to Remember
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#searchlove -- @samueljscott
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Cheers!
Samuel Scott Keynote Marketing SpeakerColumnist at The Drum !
[email protected] @samueljscott Facebook and LinkedIn RSS and e-mail list
#searchlove -- @samueljscott