Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
The Day After Tomorrow: When Ad Blockers Stop All Analytics Platforms
1. The Day After Tomorrow:
When Ad Blockers Stop All Analytics Platforms
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER
#searchlove -- @samueljscott
12. 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
13. But People Hate It
#searchlove -- @samueljscott
Doc Searls,
Harvard Business Review
14. Ad Blocking Is Only Increasing
#searchlove -- @samueljscott
2017 PageFair Adblock Report
20. 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
21. 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.
23. 220 million+ block
Google Analytics
Look at it This Way
#searchlove -- @samueljscott
— Jason Packer, principal consultant at Quantable
24. 25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
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— GlobalWebIndex in Wired magazine
25. DuckDuckGo Continues to Rise
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200 million visits in August 2017
— SimilarWeb data
26. Apple Steps Up
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Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only
24 hours after visiting a website
27. The Truth
#searchlove -- @samueljscott
We have no idea how much marketing data
is lost, inaccurate, or never collected at all.
28. The Truth About Data
Data will get you into
trouble
#digitalzone -- @samueljscott
30. 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.
31. 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
33. 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
34. Who Will Opt-In to Tracking?
#searchlove -- @samueljscott
5%
— PageFair research
48. Cheers!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#searchlove -- @samueljscott