From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.

1. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET

2. The New
Approach to
Audiences in
Today’s Privacy
Landscape
#FirstPartyData

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
Download relevant resources
Recording & slides will be
sent tomorrow
01
02
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Join our poll questions
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4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Our Speakers
RILEY SPICER
Senior Manager, Paid
Social
ANDREW LONG
General Manager &
Product Leader

6. Amperity 3.0
AI-Powered Customer
Identity Management
Customer Intelligence &
Activation Hub
The Comprehensive Enterprise Customer Data Platform
The Modern Customer 360
Fully Flexible, Radically Transparent Access for All to Complete Customer Profiles Point & click customer
Insights, segmentation, and campaigns
Fully Connected Customer Data Infrastructure
Built to power massive data ecosystems, in real-time, with a
focus on scale, security, and flexible change management
Patent No. 10,503,696
Patent No. 10,509,809 Patent No. 10,599,395 Patent pending

7. Amperity customers
put their customers first

8. Agenda
layout
● Upcoming privacy changes
● First party data & CDPs
● Impact of IDFA on social media marketing
● Audience Testing Opportunities
8

9. Poll Question
How confident are you in the accuracy of
your first-party data?
● Very confident!
● Somewhat confident
● Not confident at all
9

10. You may have heard...
10

11. You may have heard...
11

12. You may have heard...
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13. Why Marketers worry about this?
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Ad Targeting Measurement
Drive less revenue:
- Loss of targetability
- Ad effectiveness drops
- Walled gardens get more expensive
What is the value of Marketing?
- Loss of measurement
- Ineffective budget allocation
- Unable to justify marketing spend

14. Amperity’s view of the future
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+ 1st-Party Reigns
Increased use & collection of first party identity and data
+ Quality Matters
High quality PII continues to be important
+ Privacy Compliant Data Sharing
Developing and deepening direct relationships with partners
+ More Experimentation
Developing the process and infrastructure to test and learn

15. First party data - key to retention and acquisition
Interests &
Preferences
Demographics
Product Affinities
Psychographics
● Customer
Analytics &
Decision Support
● Segmentation
Strategy &
Personalization
● Lookalike
Audiences
● Audience
Suppression
● Contextual
Targeting
Use Cases
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16. Use all your first party data — including anonymous
customer data.
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17. ?
?
? ?
?
?
?
?
?
High quality PII continues to be the critical “link”
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CDP
Customer
Data Platform
Data
Sources
PII Used for
Matching
Search
Social
Networks
Measurement
Platform
Data
Management
Platform
Digital
Onboarder
Demand
Side
Platform
?

18. 18
CDP
Cleanroom
(PII-Redacted, Secured Access)
● Identity resolution
● Data asset generation with protected views
● Analytics & insights
● Deliver data back to brand
Your Brand
Partner Brand
Partner Brand
● Customer overlap
analysis
● Cross-brand
customer behaviors
● Identify and size loyalty
acquisition
opportunities
● Identify and size other
cross marketing
opportunities
● Identify and size other
strategic customer
experience
transformation
opportunities
Joint Analysis
Data collaboration become more prevalent

19. Building a test and learn infrastructure
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+ A Comprehensive Customer 360
Make your data accessible and actionable
+ Behavioral Data to Fuel Measurement
Integrate data with your measurement tool or partner to connect the dots
+ Ready for Data Collaboration
Integrate into data collaboration processes with key partners
+ A Culture & Process Of Experimentation
People, mindset, and process to leverage the infrastructure

20. Potential Audience Impact of IDFA on Social Platforms
Currently, about 70% of IOS users share their IDFA with
app publishers, after this change it’s estimated that this
number will drop to 10% to 15%.
Because of these changes, we are anticipating an impact
on audience targeting capabilities.
Web-based brands should anticipate a drop in match
rates from customer list uploads and pixel events, which
will lead to lower quality lookalike targeting due to lower
match rates for seed lists.
60%
estimated change in percent
of people who will opt out
of sharing their IDFA with
app publishers
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21. Paid Social Targeting Capabilities
Affinity & Interests
Reach new people whose
interests are similar to the
interests of your customers.
Ex: Broader interest targeting,
similar interests, competitor
targeting. 3rd party high affinity
segments.
Custom
Get back in touch with people who have engaged
with your brand, online or off.
Ex: Uploading emails, mobile IDs, and APIs. Pixel
activity.
Lookalikes
Reach new people whose
interactions are similar to those
of your best customers.
Ex: Built off of any custom
audience, pixel event.
Interests
Competitors
LAL of Pixel Activity
LAL of Customers
Pixel Activity
Customer
Lists
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22. Audiences Opportunities to Test Prior to IDFA Changes
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Custom
Lookalike
Affinity & Interests
Current Approach Audience Opportunities
Health/Fitness Interests
Shopping Interests
Affinity and behavioral segments:
Health Food Companies, Fitness Interests
Data Stores: in-market customers
LAL of Recent Purchaser
LAL of 2+ Purchasers
High affinity lookalikes: site visitors, Video Viewers,
Product Page Viewers, Recent Converters
Site Visitors
Customer Lists
Cart Abandoner
Retargeting segments based off behavioral cues:
time spent on site, pages visited, etc
Test partners like BlackCrow to find higher-quality site
visitor audiences to retarget and build LALs.

23. The Impact to Media Investments
Prioritization of 1st party
data - at the brand &
partner level
Expansion of
upper-funnel tactics
Anticipate decreases in
retargeting spend on net
new prospects, based on
scalability.
Adapting
to the
New Web
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24. 1. Good first party data becomes your best hedge against the
loss of 3rd party tracking mechanisms, and to meet the
rising expectations of consumers for personalized
experiences
2. Retargeting campaigns will likely drive lower efficiency,
with mid and upper funnel campaigns playing a larger role
in media mix.
3. Invest in Measurement: Consider developing a Media Mix
Model before cookies are depreciated in early 2022. Tinuiti
offers this as an add on service.
4. Visit Tinuiti’s The Future of the Web hub often to stay up to
date as things change in real time.
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Key Takeaways
What Does This Mean for Brands?

25. Schedule Your
Consultation

26. Q&A

27. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

28. Thank you!

29. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET