Christmas Roadshow: Optimization & User Consent. How to make your webshop ready for GDPR – Hanna Waldenmaier, usercentrics GmbH & Anna-Katharina Knarr, trbo GmbH

1. How to make your webshop ready for GDPR
Optimization & User
Consent

2. AGENDA
The Speakers
01 Current Legal Cases
02 How to generate User Consent
03
Consent Optimization
with trbo
04 Why do we need
consent (optimization)
05

3. The Speakers
01

4. THE SPEAKERS
Anna-Katharina
Knarr
trbo GmbH
Head of Account
Management
Hanna
Waldenmaier
usercentrics
GmbH
Director
Strategic
Partnerships

5. trbo is one of the leading technology providers for
dynamic onsite personalization, optimization and testing.
Since our founding in 2013, our data-driven onsite
personalization platform has provided an all-in-one
solution to create, dynamically play out and measure
personalized experiences for each individual visitor -
onsite, in real-time and fully automated.
ABOUT TRBO

6. ABOUT USERCENTRICS
Consent Management Made Easy!
The Usercentrics Consent Management Platform (CMP)
helps companies to collect, manage and document their
users’ consents in a legally compliant way. The easy to
implement solution is 100% customizable and guarantees
high optin rates.

7. Current Legal Cases
02

8. Legal Update: GDPR fines are on the rise
01
02
03
04
Mehr Trust
Interessen von Kunden lernen
Mehr Page-Duration
Source: Satariano, The New York Times, 2019
Source: Grelf, cliqz, 2018
Source: Osborne, Zero Day, 2019
Source: Thomas, simplaex, 2019
Source: Zorz, helpnetsecurity, 2019

9. Data protection regulations &
Tech Companies enforce Consent
A professional Consent Management becomes a must-have for every website operator
ECJ
Explicit consent for cookies
on websites necessary
(Oktober 2019)
The Committee of German
Data Protection Authorities
(DSK)
Tracking only possible with
valid consent for the most
parts (April 2019)
Google EU Consent Policy
Cookies and personalized
advertising require consent
Facebook Consent Guide
Pixel und Custom
Audience Feature can only
be used with valid
consent
IAB Transparency & Consent
Framework
Advertising only possible
after Consent String has been
programmatically handed
over to vendors
ECJ
Consent for cookies necessary
(Cookie directive), Website
operators are jointly
responsible for the usage of
the Facebook Like Button on
websites (July 2019)

10. How to generate
User Consent
03

11. Obtain consent with a Consent
Management Platform (CMP)
With a CMP you can obtain the consent of your website visitors or app users enabling you to continue to collect and
process their data in compliance with data protection regulations.
visits
→ Under GDPR and CCPA, unique personal identifiers, i.e. cookies, already require a legal basis such as consent
Data
Management
Platform
preferences
data subject

12. Freely
Consent must
be given freely,
access must be
possible without
consent (to
services not
technically
necessary to
provide the
service).
Informed
All relevant
information (g.B.
Purpose of the
processing,
processor) must
be available at
the point of
giving consent.
Granular
The purpose of
the data
collection must
be explained
granular; a
general consent
is not valid.
Explicit
Consent must
be given
explicitly, e.g.
through a click or
other activity; an
implicit consent
is not valid.
Prior
Technologies, not
covered by
legitimate
interest, should
only be loaded, if
a consent was
given.
(Easy-)
Opt-out
Consent must be
as easy to
withdraw as it
was to give.
Documented
The website or
app operator
must be able to
prove that he had
consent and that
those consent
meet the
requirements of a
valid consent.
A CMP needs to be able to fulfill all requirements
Legal requirements of a valid
consent

13. A future-proof solution
A CMP guarantees you to remain in control of your consent strategy at all times in order to protect yourself from hefty fines
today and in the future:
…explicit or implicit consents
...defining the level of granularity
Flexible Implementation
Soft or strict implementation via...
Flexible Customization
Agile und quick reaction to...
...market or legal changes
…changes of your internal legal strategy

14. Consent as a Competitive
Advantage
Consent has a ROI
and the Opt-in Rate
is your new KPI

15. Consent
Optimization
with trbo
04

16. Consent Optimization
trbo as consent optimization enabler
01
02
03
04
Übergabe an Google → Audiences
Mehr Trust
Interessen von Kunden lernen
Mehr Page-Duration
According to current case law, services like trbo can be considered essential due to
legitimate interest
→ trbo does not require consent by the user, can therefore be used for consent
optimization
In general: Cookieless Tracking with trbo is possible & will be standard in 2020
Interest-based personalization excludes personal data
Consent optimization is possible and GDPR-compliant

17. 01
02
03
Übergabe an Google → Audiences
Mehr Trust
Interessen von Kunden lernen
Consent Optimization
What if the user doesn’t give his or her consent?
Display a Pop-Up explaining why
and how the user profits from
giving consent
Possibility of offering incentives
for giving consent
Displaying a newsletter-sign up
with special offers

18. Consent Optimization
trbo uplift on consent
01
02
03
04
Übergabe an Google → Audiences
Mehr Trust
Interessen von Kunden lernen
Mehr Page-Duration
A/B-testing with explicit consent for incentive with voucher → Significant increase in
consent rate
Without incentive: Consent rate increases less → Incentives drive consent rate
Consent optimization is leading to increased Opt-In rates!

19. Why do we need
consent
(optimization)
05

20. Consent will give you Peace of
Mind
Protection against
fines
Securing advertising
revenues
Strengthen data
sovereignty
„We are like an insurance for companies. You might never need us. But if you need us you’re safe.“ 🛡

21. Any questions left?
info@trbo.com
+49 (0) 89 55 05 36 20
www.trbo.com/en
Thank you!
@trbo.Deutschland
@trboDACH
@trbo.dach
contact@usercentrics.com
+49 (0) 89 21 54 01 20
www.usercentrics.com
@usercentrics