Google may have postponed the end of third-party cookies to 2024, but the effects on data collection and data management are already visible. The restrictions on legal frameworks and browsers are increasing every day. Businesses and marketers are struggling to improve campaign performance, face data losses and lack visibility on the purchase journey to drive business opportunities. In the post-cookie world, there is one thing that is certain: consent is here to stay. In the future, there will only be data with consent, or no data at all. Join us for this session, where we will talk about how to improve your data strategy by leveraging consent in a post-cookie era.

1. How to build strong data strategies
in a post cookie era?
Nov 2022

2. Consent in the
post cookie world
What we will discuss today
What are the big
complexities of
privacy markets
1 2 3
How to build strong
data strategies
Marina Mchedlishvili
Partner Manager

3. Uncertainty leads to high complexity in the market
A lack of consistency
outlined by regulators &
industry-specific standards
leads to a lack of clarity for
users & customers
Rapid developments &
market shifts (i.e. FLoC,
ATT) are taking place in
privacy technologies
Distrust by users caused by
a lack of transparency,
resulting in stopping or
limiting relationships
Regulations complexity Market complexity User complexity

4. Criteria for valid consent according to GDPR
Freely Informed Explicit
Granular In Advance Easy to
withdraw
Documented
Consent must
be given
freely, access
must be
possible
without
consent.
All relevant
information
must be given
at the point of
providing
consent.
The purpose of
the data
collection must
be granular. A
general
consent is not
valid.
Consent must
be given
explicitly
eg. through a
click or other
activity; implicit
consent is not
valid.
Technologies
not considered
as strictly
necessary
should only be
loaded, if a
consent was
given.
Consent should
be easy to
withdraw as it
was to give.
The website
must be able to
prove that user
has given
consent and that
the consent
meets the
requirements for
a valid consent.

5. Less data to supply smart bidding strategies
As a result, a decrease in online marketing
performance for all market players
Impact on audiences
Impact on bidding
Impact on conversions
Less signals collected to supply retargeting
activations
However, it is still crucial to anticipate a compliance strategy to mitigate all these risks!
Less site-centric & ad-centric conversions
collected
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2
3

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Consent in the post cookie world

7. Obtaining consent with a Consent Management Platform
User visits
Data
Management
Platform
gives Consent
The integration of a Consent Management Platform (CMP) ensures that consent is obtained in a
legally compliant manner and allows user data to continue to be collected and used.

8. The end of 3rd party cookies does not mean the end of tracking
Cookies localStorage Topics API
Trust Token
First or Third Party Cookies are
small files which are located on a
user’s computer and contain
information about the user and
carries the information from one
visit to the next.
localStorage is a way to
store data on the client’s
computer. It allows the
saving of key/value pairs in a
web browser and it stores
data with no expiration date.
Trust tokens aim to
connect a user between
two separate sites while
not revealing any
personally identifying
information about them.
Google categorizes the sites
you visit based on one of
these 300 topics. The
browser will share three
topics you are interested in
selected randomly from your
top five topics of each week.
Tracking technologies are constantly evolving, but consent is here to stay

9. Javascript Tags
3P web tags deployed directly on page as Javascript or wrapped
as a platform plugin
Tag Management Systems (TMS)
3P web tags dynamically deployed on page based on admin
configuration
Server Side Tagging (SST)
Integration with 3P moved from the client to the server
Customer Data Platforms (CDP)
Persistent 1P customer profiles
Custom Solutions
Bespoke integrations
Advantages of moving from web tags to the cloud:
● A comprehensive view of the customer
across touchpoints
● Improve website performance and security
● Avoid Ad Blockers
● Adapt to privacy changes (e.g. 1P identity,
cookie durability, opaque data usage,
“cookieless world”)
● Control data shared with 3 Party tools
Shift towards 1st Party data with Server-Side Tagging

10. © Copyright 2022 Usercentrics
How to build strong data strategies

11. The average consent rate across industries is 72.14 %
Source: Usercentrics Data, 1,237 CMPs, 18bn consents

12. How to optimize your consent rates
The key is to comply with local privacy legislations without gutting your opt-in rate.
● Never use a banner that is stricter than required
● Only ask for consent in regions where required
● Use separate banners for specific regions, not a one banner that “does it all”
● Give your visitors a reason to consider opting in
The strictest Cookiebot banner de facto has 3 opt-out options vs. 1 opt-in option

13. Minimal required compliance by georegion
Italy requires a “close icon”, as an opt-out option
California (USA) requires a “Do not sell…” checkbox
An optional banner for regions that don’t require consent
Opt-out, partial opt-in, and full opt-in
Figure out what the rules are for visitors from regions you expect visits from and
accommodate them to the minimal extent.

14. 14
Fully customizable cookie consent banner
Optimize your opt-in rates while still obtaining valid consents and respecting your website users’ right to
privacy.
Standard banner
&
Widget
Customized banner

15. Changing consent
Your consent settings
prohibit us from showing
you this content
Oops! We can’t show you this content…
Update your consent settings to view this video
Make sure that your visitors can change their mind, and give them a reason for doing so.
● Have plenty of content and/or features on your website that you know your visitors are interested
in that require consent.
● Clearly show your visitors what they’re missing out on (by using placeholders), and provide a
mechanism that allows them to update their consent settings adjacent to it.

16. Get your compliant
data back
● Create ways to
generate privacy
safe data that is
either consented or
aggregated
compliantly
Overcome the data, the trust & the infrastructure challenge in a compliant way
Recommendations & Considerations
Save time in implementing
● Time is a limited
resource
● Use our auto-
blocking
technologies
Increase users’ trust
● Align with users &
deliver solid values
for opt-ins
● Why should the
user consent?
● Be transparent &
clear about the
processed data
Make compliance easy
● Create an easy-to-
understand but
transparent privacy
UX
● Compliance needs
to be easy for
customers
& their users
Customizability, wording
& webinars
A/B testing,
customizability, webinars &
white papers
Auto-blocking &
Contextual Consent
Up-to-date preconfigured
legal texts
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Questions?

18. © Copyright 2022 Usercentrics
Thank you!
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