The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.

1. The Future of
Privacy Series
Adapt Your Marketing Approach
in a Cookie-Less World

2. The Future of
Privacy Series
Lay of the Land for All Things Privacy
10am PT / 1pm ET
Future Proof Your Customer Life Cycle
10:25am PT / 1:25pm ET
Level-Up Your MarTech Strategy & Customer Data
11:15am PT / 2:15pm ET
Google Solutions for Brands to Build a Privacy-First Strategy
12:05pm PT / 3:05pm ET
Apple’s ATT Prompt: Panel with Verizon Media
12:55pm PT / 3:55pm ET

3. ATT Prompt:
Panel with Verizon Media

4. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

5. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
5
*AdAge Best Places to Work 2019-2021

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
LIZ EMERY
Senior Director, Mobile +
Ad Tech Solutions
SUSIE ORR
Senior Marketing
Manager, Growth Strategy
and Operations

8. Agenda
layout
● ATT Prompt Overview
● Discussion on all-things ATT from opt-in
considerations to impact on Paid Media
● Live Q&A
8

9. The Big
Headlines
9

10. 10
2017 2018 2019 2020
May 2018
EU enforcement
of GDPR
2021
Jun 2017
Apple releases
Intelligent Tracking
Prevention v1.0 (ITP)
Jun 2018
California Consumer
Privacy Act (CCPA) is
signed into law.
Nov 2019
ITP v2.3
Jan 2020
CCPA Implemented
Jan 2020
Google announces
3p cookie deprecation
by end of 2021
Jul 2020
CCPA
Enforced
Apr 2016
General Data Protection
Regulation (GDPR)
signed into law
Governments and Tech Giants Reshape Privacy
Mar 2018
ITP v1.1
Jun 2018
ITP v2.0
Feb 2019
ITP v2.1
May 2019
ITP v2.2
Jun 2019
Mozilla rolls
out Enhanced
Tracking
Protection
(ETP)
Jan 2022
R.I.P. Third-Party
Cookies on
Chrome
Jun 2020
Apple unveils
updates to
macOS and
iOS with
security and
privacy
features
Sept 2020
Release of
Apple iOS14
and MacOS.
Mar 2020
ITP v3.0*
Apple/Google/Mozilla
Regulatory
ETA Q1 2021
RIP IDFA
Google pushes
Privacy Sandbox to
Chromium &
Canary
March 2021
Google opens Privacy
Sandbox for public testing.
Announced non-support ID
solutions

11. IDFA: Identifier for Advertisers
IDFA is a unique device ID that allows advertisers to target, measure, attribute, and optimize in-app campaigns
WHAT
Apple is changing how the IDFA is shared with 3rd parties.
HOW
Apple users are opted-out of tracking by default. Users will see a prompt asking them to allow
tracking when using an app.
WHY
Apple’s reasoning: Privacy, Transparency, Security, Choice, and Trust
WHEN
“Early spring” - Exact Timing TBD
EXPECTED OPT IN
Mixed Views in the Industry
11

12. IDFAless Measurement
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● No PII/User Level Identification
● Shift from deterministic to probabilistic attribution
(modeled conversions & aggregated data)
● Shift from multi-touch attribution to last touch (increases
need for new models)
● Current Solutions: SkAdNetwork (SKAN, SKAD), Apple
Search Ads (ASA) Framework,
AppTrackingTransparency (ATT)

13. Solution Deep Dive - SkAdNetwork Overview
● Apple’s New Solution to Measure & Track Performance
● MANY more limitations than deterministic measurement prior to Opt-In Change
○ Channel, Campaign, Ad Set/Source
○ Spend & Installs
○ Conversion Value
● Conversion Value is the single value that allows us to grade a user as high or low quality
○ Super directional way to determine which media channels to invest in
○ Does not Include a “timestamp” as the timer resets
■ Postback timer starts on Day 0 (Install) - Initial postback sent on install
■ If Conversion Value is sent within 24 hours it is updated with the new value (if it’s greater than the
previous value), the timer resets. This can be reset up to 64 times
■ If 24 hours passes without the conversion value updated, final postback is sent
○ All is recorded at aggregate campaign level vs Individual User level
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14. Fireside Chat

15. Questions
● What factors influence the ATT prompt?
● What are we forecasting for opt-in rates?
● What should brands consider for their prompts?
● What is the impact on Paid Media strategy?
● How will identity resolution still be possible, if at all?
● Where should brands diversify their paid
investment?
15

16. Schedule Your
Consultation
with a Privacy
Expert

17. Q&A

18. 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

19. Thank you!