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. Google Solutions for Brands to
Build a Privacy-First Strategy

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
NIRISH PARSAD
Marketing Technologist
SRIRAM NARAYANAN
Head of Performance
Measurement & Analytics, US
Agencies

8. Agenda
layout
● Privacy Recap
● Privacy Sandbox
● Fireside chat with Google & Tinuiti
● 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. 11
FEB 2012
FCC Strengthens
Consumer Protections
Against Telemarketing
Robocalls.
2000
CAN-SPAM &
DO NOT CALL
We’ve been here before...
1990 2000 2010 2020
Regulation to protect consumers. By
adhering to its policies, it creates a
transparent and honest relationship
between your brand and your
customers.
Sound Familiar? Some of the DNC provisions:
● Requiring telemarketers to obtain prior express written
consent from them, including by electronic means such as a
website form, before placing a robocall to a consumer;
● Requiring telemarketers to provide an automated,
interactive “opt-out” mechanism during each robocall so
that consumers can immediately tell the telemarketer to
stop calling; and,
NOV 2012
FCC expands TCPA to
include text messages
1991
Congress
enacts TCPA
WE ARE HERE

12. Devices. Privacy by default,
opt-in to be tracked with
increased control for users
to opt-out of various
tracking methods.
The Forces at Work - The 3Rs
12
Browsers. Privacy
protection technology is
now built into the browser,
preventing trackers that
help identify users.
Regulation
Stricter requirements on
how and why companies
collect and use personal
data.
Real People
Due to a lack of trust,
they’re seeking out privacy
preserving measures, from
tweaking settings to more
drastic solutions.
Rails

13. Privacy-First Browsers
13
Apple:
● Apple’s browser limits the amount of data collected by third parties
via Intelligent Tracking Prevention (or ITP), ad measurement is
done in a privacy-preserving way without cross-site tracking via
Private Click Measurement. Matching of an ad click with a
purchase is all done on device and is not reported to Apple.
Google:
● Google introduced Privacy Sandbox, a series of privacy-preserving
bird-themed (TURTLEDOVE, FLoC, SPARROW, etc) API proposals,
to keep the efficiency of ad delivery intact (attribution, conversion,
reporting, targeting, etc.) without the use of third-party cookies.
Privacy is core to our work at Google,
and to our vision for a thriving internet
where people around the world can
continue to access ad-supported
content, while also feeling confident
that their data is protected. But in
order to get there, we must increase
transparency into how digital
advertising works, offer users
additional controls, and ensure that
people’s choices about the use of their
data are respected—not worked
around or ignored.

14. ● California strengthens CCPA, passing CPRA in
November 2020
Civil penalty of up to $2500 per violation (each user), or $7500 per violation if
intentional. Consumer can collect between $100 and $750 for each event (actual
damage).
● Virginia passed their consumer privacy law
(Consumer Data Protection Act) earlier this month
● Washington has both opt-in and opt-out bills under
consideration
● New York legislature introduced CCPA clone with
private right of action
● Momentum within congress to address national
privacy legislation
Stronger
Regulation,
Enforcement, &
Expensive
14

15. Privacy
Sandbox
The Sandbox is a place for
developers, publishers, advertisers
and advertising platforms to
suggest use cases and more
private ways to accomplish their
goals. Several explainers, or
thoughts on how privacy +
advertising could work without
cookies, have been proposed.

16. Fireside Chat
16

17. Schedule Your
Consultation
with a Privacy
Expert

18. Q&A

19. 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

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

21. Leaning In
21
Netizens don't trust companies with their information.
Respecting privacy regulation is one thing, but are we
building trust? How do we earn that back? By leaning in.
If you're collecting data, be intentional, ask for and respect
preferences, deliver value by using first-party data, and
invest in the experience.
As an industry, if we don’t lean in, technology, regulation
and people will continue adopt more aggressive measures
to protect their privacy.