Biometrics might be the emperor’s new clothes for smartphone manufacturers, yet it is fingerprinting of an altogether different variety that has marketer’s salivating at the prospect of a cookieless web. Using information from a mobile device means it is now possible to track a consumer without storing information locally, before doing away with cookies entirely. However, as with any technological innovation there are pros and cons to consider. Dr. Jochen Schlosser will share discoveries he has made. What advantages are there, why this new ID should not be called fingerprinting and what aspects need to improve before it becomes the de facto standard?

1. A World Without Cookies
Dr. Jochen Schlosser
Director Data & IT | Executive Board
mail j.schlosser@uniquedigital.de
@tschakster
Performance Marketing Insights 2014
25.06.2014

2. 25.06.2014
We Are Unique

3. 306 CHARTS & DIAGRAMMECookies Are Everywhere…
(Re)targeting
Analytics
CRM
Tracking
3rd Party
Source: Shutterstock

4. 4
European Cookie Directive
Confusion
Opt-In
Opt-Out
Analytics
Retargeting
Fingerprinting
Is-Alike
Act-Alike
Device
Identification
Cookies
Profiling
Pseudonymity
Informational Duties
Log-In
HTML5
1st
Party
3rd
Party
Cloud
DSP
SSP DMP
Attribution LBA

5. 507 DATA DRIVEN INNOVATIONEuropean Cookie Directive
Strict Opt-In
Cyprus, Latvia, Lithuania
Denmark, France,
Netherlands, Portugal
EU Directive not implemented
Germany, Greece,
Iceland, Liechtenstein,
Malta, Norway
Other Solutions
17 Countries
Source: Field Fisher Waterhouse – Cookie „consent“ rule: EEA implementation; May 2013

6. 61,2,3,4,5
Client-Device
(Ad)Server
Network Routing
Client Configuration
Cloud-Service
ID

7. 707 DATA DRIVEN INNOVATIONWhat About The Experts?
Source: Shutterstock

8. 807 DATA DRIVEN INNOVATION
VS
What Exactly Are Fingerprints?
Source: Shutterstock

9. 907 DATA DRIVEN INNOVATION Don‘t Call It Schnitzel
Source: Shutterstock

10. 1007 DATA DRIVEN INNOVATION
Plug-Ins HTTP - DetailsMIME
System Colors
Color DepthTime Zone
Browser
Micro-Versions
Resolution
NO - Personally Identifiable Information
Device Recognition
Technical ID

11. 11
https://panopticlick.eff.org/browser-uniqueness.pdf
07 DATA DRIVEN INNOVATION
Experiment
 Desktop
Unique for 4.2 million browsers
 Mobile
One identical entry for 2 million browsers
Does It Actually Work?

12. 1207 DATA DRIVEN INNOVATION … and WHY?
Fonts
Swis721 Lt Bt
Swis721 Md Bt

13. 1307 DATA DRIVEN INNOVATION … and WHY?
Plug-Ins + Micro Versions
10.51.2
10.7.0_51
2.2.52
7.0.510.13
14.0.470.1010

14. 1407 DATA DRIVEN INNOVATIONOut In The Wilderness
Source: Shutterstock

15. 1507 DATA DRIVEN INNOVATION Reality Check
Mobile Leads +20%
Recognition 90%
Unique Visitor -30%

16. 1607 DATA DRIVEN INNOVATION Why Is That?
Visit
Delete
Visit
Delete
Visit
Unique Visitor 123

17. 1707 DATA DRIVEN INNOVATION
AND
 Cookie Extension
 Mobile Tracking
 Data Privacy
 Retargeting
 CRM Integration
Best of Both Worlds
Technical ID

18. 18The Next Big Thing?
Source: Shutterstock

19. 19How To Bridge Devices
?

20. 20What a Surprise
ID

21. 21The Lucky Few
CRM Integrate
Set
GoLogin

22. 22The Same Old Gang

23. 23Last Exit – Data Science
Statistical Mining
Behavioral Data Platform Integration
Source: adbrain

24. 24How Exactly Does It Work?
Source: Shutterstock

25. 25How Exactly Does It Work
Source: Drawbridge

26. 26What Does It Do?
9:00 a.m.
Home
Work
7:00 p.m.
Lunch
Sports
Twitter
Fashion
Facebook
12:00 a.m.
13:30 a.m.
Source: Google Maps

27. 27The Future
Standard
Platforms
Channels
Reach++
Performance++

28. 28What‘s Your Next Move?
Source: Shutterstock

29. uniquedigital GmbH
Neuer Wall 10
20354 Hamburg
t +49 (0)40 881414-10
f +49 (0)40 881414-14
e info@uniquedigital.de
i www.uniquedigital.de
Geschäftsführer: Thomas Kabke-Sommer
HRB 88134
Amtsgericht Hamburg
UST-ID-NR. DE 813 764 166
Impressum
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der uniquedigital GmbH
und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung, die ganze oder teilweise Vervielfältigung
sowie jede Weitergabe an Dritte sind nicht gestattet.