Digital Advertising (Ad Tech) Privacy Audit

Digital Advertising (Ad Tech) Privacy Audit

Paul B

Data-driven marketing & measurement consultant

30 days
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By 2023, 90% of third-party cookies will be blocked by default - completely disrupting your digital insights, audience targeting and performance measurement. Are you ready for a digital rewiring? CHALLENGE: As 2023 fast approaches, it’s important to understand potential limitations of your Ad Tech stack as a result of third-party cookie deprecation and to identify areas of prioritisation for any risk mitigation and change management required in 2021/22 (subject to current information). OBJECTIVES & BENEFITS: A privacy audit will provide a situational assessment for stakeholders across all areas of digital advertising (paid media activity) that will be impacted by industry and regulatory shifts in consumer data privacy, and to develop a working, agile roadmap and forum to help surface challenges and necessary solutions that need to be implemented over the next 12 months. FOCUS: Non-Owned Estate i.e., third-party publishers and platforms used for outbound media placement (although third-party event / conversion tracking on your owned websites will be reviewed). APPROACH: Using the following audit framework, I will: 1. Identify and review your digital marketing channels and associated tech partners – including any technical documentation and future development roadmaps – with a focus on cookieless solutions. 2. Review your current operational use cases (i.e., activity deployed within advertising campaigns). 3. Review any reliance on third-party cookies (cross-domain tracking) – using three criteria: audience planning & insights, audience targeting & activation, performance measurement. 4. Review the potential impact of third-party cookie deprecation across desktop and mobile advertising – including an examination of the latest changes e.g., Apple iOS updates. 5. Conduct a risk assessment by channel, use case and tech partner (low, medium, high) 6. Uncover any quick-win opportunities and prioritise any suggested next actions. PHASES: During the timeline the audit will be managed through four phases: 1. Discovery – questionnaires and interviews with in-house or agency marketing teams (including operational channel specialists) plus their associated technology partners. (Up to 6 channels e.g., Search, Social, Display/Programmatic, VOD/IPTV, Digital Audio, Digital OOH), plus the illustration of findings using Tech and Data/Audience workflow schematics (Deliverable). 2. Analysis – documenting and illustrating dependencies identified in the discovery phase concluding with a Risk Assessment Report using a RAG (traffic-light) status by channel/partner (Deliverable). 3. Recommendations – development of an alternative (cookieless) Future State (Deliverable). 4. Enablement - stakeholder workshop and final presentation of the deliverables - including a Mitigation Roadmap & Priority Action Plan (Deliverable). TIMELINE: Each audit (above specification) takes 8 to 10 weeks elapsed time (30-40 days expert time) to complete.


Technology Workflow Specification (Current State), Audience/Data Workflow Specification (Current State), Risk Assessment Report (RAG Status), Recommendations (Alternative Future State), Mitigation Roadmap and Prioritisation Plan.

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