Don't Mourn
the Cookie.
Highlights
Time to dispel the ambiguity - privacy and performance are symbiotic, not at odds. Welcome to the marketer's playbook to driving and measuring performance whilst respecting consumer privacy.
The Landscape
Taking the Pulse of
Consumer Sentiment
1994
0%
0
%
2
%
3
%
4
%
5
%
6
%
7
%
8
%
9
%
US consumers believe digital privacy is a myth
Global internet users are more concerned about privacy
Americans have tried to erase their global footprint online
0%
0
%
8
%
17
%
25
%
34
%
42
%
50
%
59
%
67
%
0%
0
%
11
%
22
%
32
%
43
%
54
%
65
%
75
%
86
%
Global Share of Browser Usage
Transformative development that enabled e-comm + coherent digital experiences. The public first learns of them in ‘96
Hey world, meet cookies
1994
Stateside, CA mandates the CA Consumer Privacy Act, and 20+ states follow suit. Cumulative impact = 6 in 10 Americans.
2018
CCPA
As breaches exposing billions of records become a frequent headline, the EU leads the charge, despite fierce criticism from the US.
2018
GDPR
By 2011, nearly 90% of websites were utilizing cookies, directly or via third-parties. The EU put into motion the overlays we consider the norm now – consent and disclosure.
2011
EU Cookie Law
(Delayed) disclosures from brands incl. Yahoo (1b+) Target, Marriott, Verizon, etc., animate early consumer concerns.
2007 onward
Data Breaches
Shrinking a vast world, the Internet is still a distinct entity from everyday life. Then in 2005, Facebook enters the fray.
1999 - 2000
Social 1.0
The Browser Question
Hover to learn more
2021
Cookie Thermometer
The (Third-) Party is Over.
Reconstructing the timeline
Meet Cookies
1999 - 2000
Social 1.0
2007 onward
Data Breaches
2011
EU Cookie Law
2018
CCPA
2018
GDPR
All Hell Breaks Loose
2018 - present
inflection Point
FTC goes for blood, fining FB $5B (20x penalty record globally), Cambridge Analytica shut down, mind boggling breaches, and a $119b single-day dip in the market. And thus commences a public maelstrom.
All Hell Breaks Loose
2018 - present
Chrome
60%
Safari
18%
Edge
4%
Firefox
3%
Other
15%
91% of browsers are
off-limits for cookies
96
%
iPhone users have opted-out of tracking — a conservative early indicator. Consider the landscape when Google plays ball.
Marketers believe their biggest challenge will be their inability to track the right data. They must adapt or risk obscurity.
41
%
Users
Marketers
Consumer Sentiment
marketers may be fatigued, but consumers are wary...
grab a cookie (or two) to get a glimpse into their psyche
“I follow privacy news very closely” (older adults more likely to)
57
%
“I don’t understand the regulations in place to protect me”
57
%
“I have no idea what companies do with the data they collect on me”
59
%
“Everything I do online is tracked by companies”
72
%
”I regularly delete cookies”
36
%
“I have ever read a privacy policy before accepting”
9
%
How in the world did we get here?
Click on the milestone to unveil the catalyst of change
The Impact
Reliance on Cookies is Staggering
78-85
%
Retail and CPG industries driven by cookie-based ads in the US
And No One Is Quite Ready
6 months
Less than a year
More than a year
2 years
Don't let the doom & gloom get you down. This is positive (promise) and a long-time coming.
35
%
%
52
%
8
%
6
Estimated time to shift from cookies to 1st-party solution in the US & UK
Discover Why
Blueprint to Growth
Privacy vs. Personalization – Not an Oxymoron
Eradicating opacity and confusion around data usage is key. Here’s what users want to know
What
(e.g. demographics, browsing behavior, etc.)
What info is collected
Why
(e.g. - how will it be used in a way that benefits the consumer?
Why is it collected?
How
(e.g. is consent clearly solicited with explicit incentives?)
How is it collected?
The same technology that powers Wunderkind’s email, onsite, and text products is now available to help marketers identify customers and send them one-to-one messages, without relying on cookies.
Wunderkind’s Identity Network closes the chasm between privacy and personalization by deterministically identifying traffic down to an email address.
Wunderkind's Identity Network
Identity as a Service
An out-of-the-box, privacy-compliant solution that delivers the experience your customers desire, and the revenue you need.
Explore
Onward | Charting
the Path to Success
Bottom Line - recapture control by minimizing reliance on Big Tech, which has proven its deep fallibility, driving lower returns despite rising costs (not to mention regulatory pressure closing in and the tide shifting from a consumer POV).
The privacy-first landscape is a pivotal opportunity for brands.
See how the Wunderkind difference can help you win big - agility breeds resilience.
Download the report
The Wunderkind Difference
Blueprint to Growth
The Impact
Consumer Sentiment
The Landscape
Inflection Point
Following Privacy Labels in 2020, Apple launches App Tracking Transparency (requiring explicit user consent to track).
iOS 14.5 Lands With A Thud
Apple has reliably underscored its mission of “privacy as a human right” and wielded it as a core differentiator vs. its Big Tech peers with remarkable discipline.
Google systemed standards to enable ads while protecting user privacy.
Google Privacy Sandbox
Google announces phasing out third-party cookies and not replacing them with other targeted identifiers or trackers.
Chrome Cookies
Users will be able to mask their identity so senders are unable to measure open rates, etc.
MPP & Hide My Email
4.21
3-4.21
5.21
1.22
The Landscape
Blueprint to Growth
The Wunderkind Difference
The Impact
Consumer Sentiment
6 Indicators of Consumer Skepticism
Unease Is Prevalent
of US adults do not get any clear benefit from data collection. Therein lies the rot within the core. The most salient takeaway.
72
%
“What am I getting out of this?”
are wary of private text conversations being watched.
37
%
feel no privacy when searching digitally (discovery impact).
50
%
Most troubled by -
Americans “agree” to an unwieldy privacy policy at least once a month.
10
in
8
”I agree...?”
don’t have any idea how their data is being used – undoubtedly a critical factor in the mistrust.
59
%
Uneasiness stems from opacity
feel the risks outweigh the benefits.
81
%
Cons best the pros
of US adults feel they can’t go through a day without unwittingly having to share personal data online.
62
%
No Respite
CCPA
1/6
2/6
3/6
4/6
5/6
6/6
The data is clear, people want personalized experiences from brands, but at the same time, people are protective of their online data. As online data privacy laws have become more stringent, retargeting anonymous site visitors has become expensive, and cookie-reliant technology no longer cuts it.
So, what is a marketer to do?
The answer lies in customer identity solutions.
Unifying Privacy and Personalization
Customer Identity
Privacy & Security
Personalized experience
Compliance
Secure data collection
Encryption
Data integrity
Privacy & Security
1:1 messaging
Segmentation
Cross-channel unity
Data enrichment
Personalized experience
The Wunderkind Difference
1/4
2/4
3/4
4/4
3/3
2/3
1/3
The Wunderkind Difference
Blueprint to Growth
The Impact
Consumer Sentiment
The Landscape
Click on the milestone to unveil the catalyst of change
Bottom Line - recapture control by minimizing reliance on Big Tech, which has proven its deep fallibility, driving lower returns despite rising costs (not to mention regulatory pressure closing in and the tide shifting from a consumer POV).
The privacy-first landscape is a pivotal opportunity for brands.
See how the Wunderkind difference can help you win big - agility breeds resilience.
Highlights
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Download the report