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MarTech Web Sesh


MarTech Web Sesh -A Marketers Guide: Privacy, Consent, and Personalisation in the Modern Privacy Era


If you missed our latest MarTech Web Sesh with OneTrust on 'A Marketers Guide: Privacy, Consent, and Personalisation in the Modern Privacy Era' you can turn that frown upside down, because we have mystically transformed the live sesh to on-demand for your viewing pleasure. 

Claire Feeney, Director at OneTrust will help you:

  • Understand the impact of global privacy regulations on marketers,
  • Show you how to measure effectiveness in terms of consent collection, opt-ins and other KPIs and,
  • Teach you more about how to collect first-party data and the future without third-party cookies.


The 3-point agenda Claire dives into looks a little something like this:

  1. Regulatory Focus for Marketers
  2. Changes in the Technology Ecosystem
  3. The Opportunity for Marketers

With so many recent and upcoming privacy regulations, marketers need to rethink how they interact with users. How can marketers comply with privacy laws while maximizing opt-ins? How has the ecosystem responded to a privacy first world and what technology changes impact marketers?

In this session, Claire answers all of these questions and more. You’ll learn how to streamline CCPA & GDPR compliance, leverage a transparent user experience to build trust with your audience, and collect first-party data. 

So sit back, relax and let the knowledge seep in. 


Claire Feeney, Director

Claire Feeney


Carlos Doughty, Chief Marketing Technologist & CEO


Clients of our events, learning & advisory

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Carlos Doughty 0:04
Hello, and welcome, everybody. For everyone that's joining us today a very big welcome from me. I'm the founder of the MarTech Alliance and also your moderator. Before we kick off, I want to say a very big thank you to our sponsor, very latest web search is sponsored by one trust. So big thank you to them. They are the most widely used privacy, security and marketing user experience technology platform.

today for this market first web search, we'll be looking at a marketers guide to privacy, consent, and personalization in the modern privacy era. Joining me today is Claire Feeney director at one trust preference choice. Welcome, Claire.

Claire Feeney 0:47
Thank you, thanks for having me.

Carlos Doughty 0:49
In her role, she's responsible for driving the development and delivery of one trust, consent and preference management products, as well as driving the refinement of the tool sets and offerings. She works with marketers to centralise their user consent and preference management comply with hundreds of global data privacy regulations, including GDPR, and ccpa. In addition to this, she also helps drive engaging user experiences while promoting transparency as part of branding. Prior to one trust, Claire led many strategic projects of product marketer at VMware.

Today's session, Claire is going to walk through how we can better understand the impacts of global privacy regulations on marketing,

how you can measure your effectiveness in terms of consent collection, opt ins, and other KPIs. And also how you can learn more about how to collect first party data. And the future without third party cookies. That last one's particularly interesting to me. Just before I hand over to Claire, a note to say, please add your questions on the way we'll do 15 minutes q&a at the end, but you can throw questions the whole way through. Also make sure you reach out on LinkedIn and connect with Claire, so you can hear more from her after stay. Thanks very much, Claire, over to you.

Claire Feeney 2:08
Awesome, thank you very much. And thanks everyone that we have on the line so far.

Like Carlos said my background is but prior to joining one trust is all in marketing. So I love working with our customers with marketers talking about what we're seeing in regards to privacy, and why I see a huge opportunity for marketers to get involved in their privacy programmes in privacy initiatives, ultimately, with the goal of building more trust with their audience, and capturing more of that first party data. So in today's session, I'm going to go through a little bit of what's changing in our landscape, what's changing as far as privacy regulations, what marketers need to know about the GDPR, about the ccpa, and about other global regulations that are upcoming. Second, what's changing in not only the technology ecosystem, but with our customers with our audiences, and customer expectations when it comes to privacy and data protection. And finally, look at a little bit of the opportunity for marketers when it comes to collecting data and branding themselves as a trusted organisation.

But first, just to give you a little bit of background, if you're not familiar with with with one trust. So we are the number one most widely used platform to manage data privacy, security and governance. With our technology, we help our customers operationalize their compliance with hundreds of global privacy security laws and frameworks, with about 40% of our employees in r&d. We pride ourselves on being experts in the global laws, regulations, and frameworks that apply to our customers data, and bake all of that knowledge of course back into our technology and back into our platform. And how we help our customers become more trusted organisations is I like to say you can't build trust in silos. So we all know I think are aware of different parts of our organisation, whether it's our IT team, our legal team, our marketing teams,

even our HR teams that are doing things to protect stakeholders data, secure their information, and build that trust. But it really needs to be a cohesive effort because this needs to be part of business as usual, your privacy programme is should be such a critical part of your business strategy. But it shouldn't be be one team handling. And I talk a lot about to marketers about getting involved in their privacy programme. And of course, that's what we'll talk a little bit about today. But for platform, making sure that you're able to one know your data to knows know what laws apply, and then have a toolset for each area of your business to make sure that they are of course compliant with laws and regulations. And then especially for your marketing team that we'll look at today.

Being able to leverage a privacy programme and exploit that investment in a privacy programme to turn it into a net benefit for your organisation and for your brand. And, of course, for your customers and your audiences as well.

Alright, so just to give, you know, kind of a look, I'm sure many of us are already aware of all of the changes in the news a lot, the media covers this a lot with global compliance challenge for marketers, the way that we communicate with our customers with our audiences with our prospects. The way that we capture leads, or contact information is obviously changing as part of these laws.

You know, I think the the GDPR, and the ccpa, that I'll talk in a little more detail about today are where we get the most questions. But of course, there's, you know, ongoing discussion, upcoming enforcement of legislation all around the world, India, Thailand, Brazil, most notably upcoming with some of some of their laws and regulations.

But key for marketers to know is, you know, the GDPR kind of led led the effort, it was the first kind of project, followed by the ccpa. And now more and more. So really, what my takeaway is of this for marketers, is that privacy and compliance can no longer be kind of an ad hoc project that you look at as new laws are implemented, you're going to practice it really needs to be something ongoing, that you're continually working with your legal team, your privacy team, your compliance team, whatever they're called in your organisation, to make sure that your user experience and the compliance practices that you have in place, work kind of across the board globally, for anything new and upcoming, that's going to apply to your customers data, your your audience's data, whether it's based on the location of your company, the location of your audience, and where you do business.

So do a closer look just really quick at the GDPR. And what is most critical for marketers needs. Now, obviously, this is not going to cover a huge, a huge

portion of the GDPR. But what's most important for marketers to know is when you're collecting data, when you're capturing leads, when you're looking at campaigning, and leveraging the data that you have about your audience, about your prospects about your customers, there are really six legal basis for processing personal data. And the two that are biggest and most important for marketers and what Bill rely on as far as their legal basis for processing data are really around consent and legitimate interest. So consent is one of the most common legal basis is relied on. So but it's not just a simple kind of yes, no, can you use your data, there are several things to keep in mind when you're capturing consent, that that, you know, sometimes can get marketers into trouble or trip them up a little bit. So making sure that you're getting consent in practice, it's important basically to make sure that it's granular that it's unbundled that you're being very specific about what kind of consent you're asking for. And we'll take a couple a look at a couple of examples of this kind of in practice in just a second. The second thing I always tell marketers is has to be active. So you can't have anything like a pre checked tip box or a scroll on a web page to consent, it has to be an actual action. And then to withdraw that consent, it needs to be as easy as it was to opt in. So if it's clicking a checkbox, or you know, replying to a text message with Yes, it needs to be just as just as easy to withdraw that consent,

then you want to make sure that there's no imbalance of power. So consent has to be able to be freely given it doesn't it have to can't be dependent on your relationship delivery of services. And we'll take a look at an example of that in a second as well. And then of course, you want to make sure that your audience is informed. They're educated about the choice that they're making, and you're as clear as possible in your language there.

So looking at a couple of common consent use cases, and where we can kind of be tripped up a little bit and where it's okay to actually rely on legitimate interest versus consent. One common thing that marketers think under the GDPR is that I need to get consent for every single little thing, when legitimate interests will actually suffice in a lot of cases. So the first example here is looking at employers are requesting consent from employees that obviously has

You know, kind of a relationship and a conflict of interest there. So that consent one be considered freely given, because an employee might feel obligated to consent to something that their employer is asking them, but legitimate interests could be used. The second and third examples here kind of go together in my mind. So looking at maybe like a business card drop, you know, when we used to go in person to places, maybe the lunch from the office, that's later used for marketing purposes, or, you know, consenting to marketing by different mediums, mail, phone and email. These aren't really specific, they're not informing the user of how we're going to use their information. And they're not granular enough. So we need to look at separating out the mediums that we have and being specific about, if you drop your business card, we may contact you, our marketing team might contact you, or send you emails, and making sure that our audience is informed in that way.

Finally, similar to to an employee, but to use a product, giving consent to share personal data would not be freely given, because using a product or service that's dependent on that consent is not considered freely given. So just a few examples of questions we get commonly from marketers when it comes to consent.

And then quickly, I think these these GDPR and ccpa are most commonly compared and contrasted for marketers. The easiest thing that I that I like to say is, you know, while the GDPR, you're going to want to look at where you need to have opt ins, for the ccpa, you need to take a look at where you need to provide opt out, so opt out of sale,

the right to have someone delete their information, the right to make sure that

the right to non discrimination, so no denying goods or services to the consumer, based on their exercising of their privacy rights. And I think the most important thing, though, to keep in mind, because obviously I encourage marketers work with your legal team, work with your compliance team,

work with any tools that you have at your disposal to understand these laws and what applies. But just the the contrast and some of the nuance in terminology between consumers and data subjects, or the way that the these laws speak to processing data. You know, these are just two laws that we are asked about all the time to understand the differences between them. But as we saw with that, you know, global slide with all of those different flags, it's not really possible to become an expert on every single law and every single nuance, which is why I encourage you really to work with your legal team know what applies to you.

And, of course, tools can always be be helpful in this case, as well.

looking beyond just the law, and regulations and legislation passed globally, there's also you know, these guidelines, privacy frameworks, by country, by industry,

and kind of standards that our customers are looking at opting into, obviously things like the Camille in France, IB, which is huge in the the ad tech industry. So in addition to the laws, different guidelines of how to put this in place in practice, for your specific organisation are also really critical for marketers.

The second thing I want to talk a little bit about is looking at the move to mobile, I think we know that apps are huge as it's not groundbreaking to anybody on the call. But you know, as as our customers and people organisations tend to focus on cookie compliance and website content on there. There's not a tonne of guidance, by comparison for mobile app compliance and consent through mobile applications. But it's obviously a huge part of your audience, you know, with you know, 400 billion apps will be downloaded by 2022. So as you know, our consumers and our audiences move more towards using your applications versus maybe going to your website, or interacting with you that way. It's going to be more and more imperative

to pay attention to this kind of explosion and apps, if you will, and as well as you know, making sure that your app can get actually published because in response to, you know, some user expectations and themselves making branding themselves as a privacy focused company. Apple's leading the way

Have setting very stringent privacy controls for their applications. So privacy by design is going to be it's going to be huge when you think about building your apps, deploying them, and then getting them published in the App Store. And Apple's App Store is, you know, about 30% of mobile app downloads. In me in the end, the Americas is obviously a huge chunk of the market.

Also in response to some changing consumer expectations, and I'll take that I'll share a couple cool stats due to second but we have also seeing, you know, the move away from third party cookies. So Safari Firefox have introduced their intelligent tracking prevention. And you know, something similar in the Firefox side, I'm forgetting the acronym right now. But Chrome has also announced earlier this year that they're going to eliminate third party cookies by 2022. Chrome, you know, depending on what kind of stats you're looking at, is about two thirds of the global browser market. So that's obviously the final nail in the coffin for third party cookies. So obviously, today, especially with advertising, especially for targeting, behavioural tracking, marketers and advertisers, we get a huge amount of data from third party cookies on how we track users. So making sure that we're kind of replacing that data set and have a strategy around

moving to first party data versus third party data is going to be huge for marketers, especially as new chrome phases out those third party cookies over the next couple years.

And then something cool, some interesting stats, this is from a recent Deloitte study, it says 80% of consumers are more likely to purchase from companies that they believe protect their personal information, not really groundbreaking, they're, you know, we want to work with people who we think we can trust and who are doing their best to kind of protect us, right? What I did find interesting is roughly the same percentage of of the audience surveyed,

says that they're willing to share their data if there's a clear benefit to them. So they're willing to share personal information, they're willing to

share that data

that might be important to us as marketers if there's a clear benefit to them. So I know, we've all probably seen, you know, share your email address, get 10% off. There's the obvious kind of b2c coupon promotion, that type of thing for sharing data. And that's still clear reward. But I think there's also a huge opportunity for marketers to look at how you can take certain information that you've that you've gathered directly from your audience, and how you can exploit that to segment your audience, deliver better content to them to kind of move them through the funnel, or, you know, increase your sales velocity, speed up your conversions, kind of the possibilities are endless when it comes to the data that you collect. But knowing that if you provide that clear benefit, whether that's is a promotion is a coupon is a savings, or is you know, a more tailored, personalised product or experience for your audience. They're gonna appreciate that and be willing to share information with you.

If I missed that, and this is where it really where the opportunity comes in for marketers, and where we're kind of have a huge knowledge gap right now, between what we may be doing as an organisation when it comes to privacy programmes, versus how we're actually communicating that to our audiences is less than a third of those surveys reported that they think that they know which companies are actually best protecting their personal information. So they want to work with companies that they trust, they want to share information in order to you know, reward themselves. But

you know, less than a third are saying that they actually know which companies those are that they should be that they should trust.

similar study, but actually looking at not consumers at marketing executives. It was more like 85% said that, yes, our audience trusts us and knows what we're doing with their data. That's a huge knowledge gap, right? And a huge opportunity

for marketers to look at earning that trust, making sure that you're communicating about your privacy programme, to your audience and to your users, as part of your your brand. And when we take a closer look at just some key KPIs that I know, I've been responsible for in the past and that, you know, this, this kind of KPIs, they're going away, even with all the changes in our technology ecosystem, the changes in privacy regulations, shifting expectations for our customers. We're kind of still measured by the the same KPIs and

Report to, you know, our cmo, our executive team about these these KPIs. And the first one was looking at is your KPIs around your audience, making sure you're building your database, you're expanding your addressable market, you're expanding the prospect and customer base that you have, obviously, supporting sales cycles and nurturing converting customers. But it ultimately boils down to making sure that you can reach your customer. I always look at our bounce back rates, where do we have bad data? What's our unsubscribe rate? are we reaching you know, the number of people that we need to, to hit our lead goals, pipeline goals, revenue goals, it kind of all starts with, are we able to communicate with this kind of magic number of people, right? So when we look at enforcing kind of opt in subscription requirements, that can be kind of daunting for marketers. The second thing is, obviously, we're in charge of our branding, what's our story? What's our, you know, what's the story around our company, our values, what's the brand, and when it comes to our products and our services, ultimately, for marketers, what that is, to me is communicating, you know, kind of a brand promise, and then executing on a brand promise. So making sure we're meeting our customer expectations. And there's, this is where the huge opportunity is to me around, including part of your privacy programme, and data collection practices and what you're doing to protect your audience's data. This is where it really comes in, for me as a huge opportunity for marketers. And then finally, looking at reporting, and this is kind of broad. But Mark, there's, of course, we're always trying to justify our spend, increase our budget in most cases, and knowing what's working, being able to attribute your convergence, I think ultimately boils down to knowing your customer, knowing what's going to work, knowing where you can reach your audience. And this is where that first party data capture. And building that trust becomes so important because as marketers, we're gonna have to rely more and more I'm getting data directly from our audience, versus from sourcing from third parties, as people become one just more disillusion with tracking technologies, as we've seen, the browser changes with social media as well.

I don't know if anybody else has watched the social dilemma on Netflix, as we, you know, all been staying home recently, but huge in the news. So making sure we kind of have that first party data collection as part of it. So when I look at these kind of KPIs, I see there's kind of three stages in my mind, right? One protecting reach to your customer, making sure you're compliant, right, making sure you're getting the proper opt ins making sure you have

you know that that reach to your customers. So you're capturing those email addresses that you need to and you're able to still communicate out to the audience that you need to reach to with branding, making sure that you're being clear communicating, or even giving your consumers some choice when it comes to things like communication, what data that they want to share with you. And also being informative, and explaining your investment and your privacy programme. And what you're doing to protect consumer information to your users. And then of course, honouring any of the choices that you that you give them when it comes to things like communication and things like that. And then finally, we look at reporting, making sure that we're able to continue to gather data about our audience. And this is where first party data becomes so so important. So when we look at what the you know, overall opportunity that I see for marketers, is one, making sure that we're including privacy as a key part of anything that has to do with with our customers, whether that's campaigns product launches, the way that we deliver services, privacy, and our privacy programme has to be baked into everything we do, not only because compliance is, you know, increasingly important with all the regulations and frameworks that we'll have and will have in the future. But also, it's what our consumers, it's what our customers are expecting of us, and what they're going to be increasingly looking for, from us in how they interact with us how they engage with us what their the user experience is. The second and this is kind of where the branding opportunity comes in is making sure you're educating your customers and being as transparent as possible about your privacy policies, why you're collecting this data, what the benefit is to them. Part of that is using making sure marketing's involved so that you're using really clear language. That's one easily understood and two can be consistent with your brand voice. So rather than you know, kind of just checking that compliance box, having some legal ease and

You know, making sure that you're,

you're getting opt ins in the proper way. But maybe not thinking about that user experience is really why marketing compliance team should be working really closely together, keeping the customers at the centre of how they think through those user experiences and their processes.

The final points kind of go together, having a privacy Centre of Excellence,

or a trust centre, as we call it, as a central location where you can kind of accomplish the first three things mean opportunities, so educating your customers, making sure you're informing them, as well as giving them choice, and options available to customers, making sure that you're protecting that reach to your audience, trying to reduce those OPT outs, unsubscribes driving as many opt ins as possible.

And I put together is kind of just a mock up of where customers where customers kind of get started with this. And a combination of some of the best practices that I've seen in this idea of of a trust centre. So if you think about something on your website, obviously, we have some requirements around,

you know, for the ccpa, for example, making sure that customers can find places where they can opt out a sale or request a data deletion, we have the cookie banners, and I'm sure you've all seen on all the websites that we go to. But thinking about this cohesively and being proactive and educating our customers, and investing in something like a trust centre, I think really can set a brand apart.

Excuse me. So when we look at this example, we see, you know, kind of looking at this company, and this is again, just a fake kind of mock up here. But we were explaining our approach to privacy, what we value as a company when it comes to you know, transparency, integrity, empowering our audience and our users, we kind of have a little bit of a mission statement here. And options for

our user. In this case, Amy to set some preferences share data about herself, as well as exercising the privacy rights that are given to her as in this case, she's a California citizen. So we're looking at a ccpa example.

But just to share a little bit about this. So for the first example is making sure we are empowering our users giving them choice and being as informative as possible. So we've collected things like an email address, but we're giving an option for our customers to set communication preferences, and again, looking at a granular opt in so checking that compliance box, but in this case, also been pretty thoughtful about the user experience, right? So we're going to honour frequency choices, medium choices, whether it's phone, email, SMS message, one thing that I've seen some our customers do is also provide a sample email, what is a product update look like? What is a promotional email look like? So I kind of have a sense, a better sense of what this communication actually is that I'm opting into. And then it's also great for marketers because it you can employ an opt down strategy versus an opt out strategy. So not only giving, obviously, collecting the opt ins that you need to giving the option for OPT outs that you need to, but reducing that number of global unsubscribes to protect that reach to your audience. By giving them different options when it comes to their topics, the mediums the frequencies that they prefer. So if somebody really is doesn't want to get, you know, events, an event type emails, or isn't interested in a particular topic, you won't lose access to them completely. You can allow them to actually set their own choices. Also, in turn, you know, getting to know your audience, better segmentation, all of that good stuff for marketers as well. Also, in this example, you can see the bottom consent history. So again, full transparency with my users about when they've when they've opted into things when they change some of their preferences when they subscribe to certain emails, so on a full audit trail, so your customers can review that if they need to.

It's also a good place to display in addition to any consent history, good place to display any data that you've collected out your user, one you can make that allow them to make updates to their own data. So preventing those bounce backs for email addresses. Also ask things like for your birthday, if you're going to do some kind of promo around someone's birthday, different ways, of course with preferences to tailor experiences or tailor products. So in this case, I know I'm missing travelling a little bit. So looking at

You're going to go on an airline, for example, what kind of seat do you prefer? What's your home airport beverage of choice,

even t shirt size, if you want to give away some swag to your customers, but making sure that that you're collecting kind of this custom data that's going to allow you to, again, customise the experience, make sure there's a benefit to your users, for collecting that, and really tailor and personalise to them.

And then, of course, a way to kind of put in here,

exercising your privacy rights, making selections around cookies. And again, a place to highlight the principles that your organisation has set those expectations for your brand that you're Of course going to deliver on FAQ, highlight certifications, or other investments that you've made in data security, or frameworks that you follow to protect your users information.

So really quickly, about one trust preference choice, and kind of what we looked at today. So we have built a toolset designed for built for marketing and designed for not only becoming privacy compliant with the laws and regulations that apply, make sure you're capturing that consent, addressing cookie compliance, and all of those things that are checkboxes, but also how you can be strategic with your privacy programme, when it comes to preference management and a trust centre. And making sure that you're able to create that transparent user experience that's going to earn the trust that you need to continue to collect first party data, know your customers in new ways, as well as have that single Golden Record to sync all of those preferences, and opt in subscriptions across the different systems that you use in your Mar tech stack. When it comes to marketing, automation, email, anything that you use for campaigning, to make sure that you are delivering on that brand promise and are meeting the consumer expectations.

So I know, I was meant to do this in the beginning, but just wanted to, we have a lot of resources on preference And you can find not only one choice preference choice, but also me, Claire Vini. on LinkedIn, we have a great community going on on our LinkedIn group with different marketers was sharing different resources and kind of thought leadership around these topics. So I would love to connect with you there. And now I think we'll take we'll take a look at some q&a.

Carlos Doughty 32:39
Fantastic. Thank you, Claire. That was super interesting. I think the biggest bits that jumped out just for me were, I suppose to a point, don't get me wrong, compliance is obviously incredibly sexy. And but there's a different way to look at it. Right. And I think you've highlighted some excellent examples there of, of kind of, yes, we do need to make sure we're compliant, we need to mitigate our risk. And we need to be smart. But actually, there's a much bigger impact. When we think about this strategically and the impact on our brands. and protect, you mentioned protecting, you mentioned protecting KPIs, but actually, you could say it's more than protecting is actually driving some of these right? If you're building real trust, it's, it's going to accelerate your growth. Absolutely. And I tend to speak in protecting your KPIs. Because I think for, you know, some of these things with compliance can seem a little scary to marketers, I know that I have a marketing colleague who I went to school with, actually we've kept in touch, who was working with an organisation who did not really involve their marketing team, it was kind of a bad example of legal and marketing working together. When it came to the GDPR. A year after the fact, they kind of did did an audit, looking at how compliant they were, the legal team wasn't completely satisfied with some of the opt in practices that they had in place, and eliminated a third,

a third of her database, the leads that Oh, well. So it's a very real thing to protect, you know, the reach to your audience. But of course, using it as a branding opportunity can also expand the reach to your audience. So there's definitely opportunity there as well as kind of a defence for marketing as well. So that point that ties into one of our first questions, was just reminder to everybody, you can throw questions still over. We've got quite a few here, but hopefully we'll get around to you as well. So one key question here is what organisations have you seen that are managing consent efficiently and effectively?

Claire Feeney 34:33
Absolutely. So we're always conscious of protecting our privacy of our customers, but we do have some great case studies, one in particular Herman Miller, that's published on preference that I encourage you to take a look at. one that comes to mind that I think is relevant for what we went over here is the WB Warner Brothers is actually built a trust centre driven by ccpa compliance.

But really nice example of being super informative, demonstrating just investment in educating their audience educating their, their users. A lot of the examples with the mockups were pulled, were pulled from those examples. So I think you can probably just Google that and check and check out their trust centre that they've that they've put up, I think they call theirs the privacy centre privacy Centre of Excellence, they're different terms that, you know, of course, marketers are gonna change their mind on using one term. term it is, I've also seen some really cool things when it comes to what we call that contextual consent or just in time consent, again, to drive those opt ins and increase the reach to your audience. So if you have a blog, or a product page, on your website, and you kind of have a little thing that's like, want to see when, you know, hear more about this or learn more about this, and you just ask for a quick email address, and click this checkbox to opt in. And, you know, that's a really easy way where you're not maybe dealing with kind of a cumbersome, huge web form where you're asking for, first name, last name, address, whatever else we can throw at our users, a really quick way to kind of build your your database and engage in in new ways. So really thinking about kind of cohesively, how you want to communicate about your privacy programme, and where those touch points are for engagement with your audience. And where you can kind of exploit that a little bit to get those opt ins, that's not only going to let you get more options to your audience for subscribing the content that's more relevant to them, but also potentially increase, you know, the database that you have your addressable kind of marketing audience. And then, you know, tailoring and possibly segmenting your audience in new ways, making decisions about how you campaign, what areas you should be investing in, based on those opt ins, is some really cool data for marketers to look at to help drive some of their strategies. Right. And I think one one company you mentioned was Apple, which I think have a strongly positioned themselves with the importance of data privacy. And in fact, just this week, I think it was the FT released an article about potentially they're releasing their own search engine to compete with Google, which actually, when you look at Apple being arguably the most iconic brand in the world, when a brand like that is going front and centre and talking about privacy and the importance of making sure you manage consent and access properly. I think all the points you made, uh, so true. And if anything, they're only going to accelerate, right, the importance of data privacy, and really understanding its impact on your consumer are only going to accelerate.

Absolutely. And I think, you know, we can kind of I think there was, you know, this, as you know, technology became more and more important for companies and organisations, it became everyone's a technology company, everyone's a software company. Now, it's everyone's a data company, right, everyone has a tonne of different consumers. But even just in our mind, I think we can think of some of the big tech companies like apples, you know, Google comes to mind Facebook, you can kind of think they probably have similar amounts of data or similar types of data about the consumers. But there's a very nuanced kind of reputations there, right. And I think, you know, apples done a really great job of being kind of ahead of the curve when it comes to privacy, even when it comes to things like, you know, cooperating with, with law enforcement in the states for accessing iPhones and kind of the stance that they've taken there, that's been highly publicised that they've taken advantage of So

thinking about that thinking within our own industries in our own organisations, how can we, you know, emulate that, to, of course, not only do the right thing actually have a privacy programme, and you know, be walking the talk and all of that, but how do we make sure we're communicating that to our users, because it's kind of a have to invest in, you know, compliance and making sure we're okay for you know, audit purposes and, and avoiding fines and all of that. But it can be turned into a benefit and something that you can promote and brand and tell that story.

you know, to push your brand forward and be, you know, recognised as a trusted organisation? Definitely. And, um, that ties in lovely with the next question, which is, can you say more regarding the cookieless? future? What should we expect? And obviously, Apple is certainly playing its part in that as well. Yep, absolutely. So both Apple and, and Firefox, have introduced,

introduced, you know, kind of scaling back third party cookies. You know, I think, by default, now, third party cookies are disabled in both of those browsers. The Firefox example is is interesting to me, because they did a, you know, their rollout, looking at the, you know, the third party cookies that were, that were dropped, you know, decreased, they, they took away third party cookies on any new installations of their browser, and immediately third party cookies, and the usage dropped 30%. And then they put it in update. So for all everybody that had the browser, and it dropped another 80%. So third party cookies are essentially going to be, you know, wiped out as soon as chrome joins, joins this group. And I think, you know, for marketers, it's obviously a change in how, you know, we get some of our data, in addition to things like, you know, list purchases, or, you know, freely sharing, even more freely sharing contact information with partners that we work with all of these things, where we've kind of had these data sources to get, you know, a list of emails or a list of emails and titles to market to potentially with those lists. Just kind of indicative of the overall kind of climate change that we need to think about, and look internally, and how we build our own kind of proprietary data sets based to not only get the kind of contact information, demographic information that we need as marketers, to be effective and make sure we're reaching our audience, but also we can be a little more strategic and kind of customise the questions we want to ask or customise are often to get even more valuable information when it comes to collecting that that first party data, as we call it,

Carlos Doughty
and given the scrutiny that so Google is facing at the moment, and I think there's certain suggestions that they may spin off Chrome as a separate business altogether. Do you think that could accelerate changes in what they plan to do with making chrome

sort of blocking third party cookies?

Claire Feeney
Really interesting to see, I think, obviously, Google alphabet is a behemoth in the technology space. So anytime they're talking about spinning off a business or anytime a technology company is talking about spinning off a business, it's always interesting to see kind of how independently that you know, spun off business unit or brand or whatever it is kind of operates. I think it's a little bit of a wait and see. Yeah, you know, from the announcements that other browsers made and exactly how they rolled up the changes, slight differences in how they went about it between apple and Firefox examples we have now. So be really interesting to see what chrome does, but you know, the other the other rollouts were kind of more gradual and declines that third party cookie usage over time. So I'd imagine that's what we would likely see versus just kind of a complete halt and end to it. Yeah. But you know, a little bit of a wait and see on that one.

Carlos Doughty
I think the word you used earlier though, the climate is changing. And I think the speed at which that happens, we don't know. But certainly it's changing. And getting ahead of it is the answer. Right? Let's jump into the next question. We've probably got time for one more, which is, with regard to permissions, for example, OPT outs, are these in perpetuity, or can they be revisited after certain amount of time?

Claire Feeney
Yeah, so reconsent is, is something that obviously, is, would be huge for marketers, because you don't want to lose those contacts for you know, forever. So again, it's going to be different for different regulations. You know, there's, there's limits on when consented often might expire, when it comes to cookies, you know, on the website, under the GDPR, where you need to kind of redisplay that great cookie banner and ask for accepted again, after certain amount of time. And there's, you know, some reconsent very often, for this, I would encourage you to, you know, work with your legal teams, figure out which laws would apply for any kind of reconsent or asking again, and then beyond that, of course, always consider, you know, what's going to be good for my user to have a transparent experience to have something that's, that's nice. So regardless of kind of what the law allows for making sure you're not being annoying, in the simplest terms, um,

Carlos Doughty
but your examples lovely simplicity, right is Can somebody actually adapt and change what they need to when they want to? And that's the difference? Absolutely. Yeah. Between them? I suppose that's really is the difference between concern? real concern is speed and ease of people being able to change these things?

Claire Feeney
Absolutely. And investing in you know, what a trust centre or someplace where people can go proactively, because you obviously want to have something available if somebody does want to opt into more, more out there if they're looking for it. So yes,

Carlos Doughty
but that is all the time we have but I want to say a very big thank you. Fantastic session from you. Thank you for everybody that's joined us today. A reminder that you can grab the slides directly from one trust and a very big thank you to them for sponsoring this. And also make sure you connect. Thank you so much, and we'll catch you on the next one. Thank you

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