51ºÚÁϲ»´òìÈ

Transcript

Good afternoon, and thank you for joining this webinar. We’ll give attendees just two more minutes to arrive, and then we’ll get started. Stay tuned.

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Okay, good afternoon, and thank you for joining this webinar, exploring how companies are improving their data collection and management practices. Following this discussion, we’ll have some time for Q&A, so please take advantage of that. You don’t have to wait until the end to submit your questions. You can add them at any point during the sessions through the questions tab on the GoToWebinar platform. Everyone registered here today will also get a recording of this webinar in their inbox tomorrow, should you miss anything or want to revisit any part of the conversation. Today’s guests are Klaasjan Thakkar, Senior Director of Product Marketing at 51ºÚÁϲ»´òìÈ. As part of the product management team for the 51ºÚÁϲ»´òìÈ Experience platform, Klaasjan is responsible for key components, such as the platform’s API-first approach, the underlying XDM system and Experience data model, as well as the developer ecosystem. This role, he works with strategic partners to understand the requirements for the 51ºÚÁϲ»´òìÈ Experience platform and also helps them onboard on the Experience platform as well. He’s worked at 51ºÚÁϲ»´òìÈ for over 10 years in various customer and partner-facing roles and has experience in product management, technical marketing and business operations. We also have Justin Grover, Group Manager of Product Management at 51ºÚÁϲ»´òìÈ. Justin has 15 years at 51ºÚÁϲ»´òìÈ working on various forms of data collection, currently leads the reinvention and consolidation of 51ºÚÁϲ»´òìÈ’s data collection technologies. He loves his wife and kids, exploring slot canyons of Southern Utah and DIY projects. And finally, we have Gabriel Jacquier, Senior Product Marketing Manager at 51ºÚÁϲ»´òìÈ. Gabriel has been at 51ºÚÁϲ»´òìÈ for three years and has been one of the product marketing managers working on the 51ºÚÁϲ»´òìÈ Experience platform, also focused on data collection. Data collection has always been a big focus for the 51ºÚÁϲ»´òìÈ Experience cloud and Gabriel has been excited to bring to market 51ºÚÁϲ»´òìÈ real-time connections to provide a robust solution for the cookie-less world and improve web performance as well as data privacy. And with that, we’ll get started. Gabriel, take it away. Awesome. Thank you again. Well, like you said, my name is Gabriel. I am absolutely excited to be here and talk to you guys today about the market dynamics and challenges that are presented for the Experience Maker. As you heard from the bios, I am definitely the newbie here next to those two experts in the field. And so I’ll be the moderator and ask all the difficult questions to them and make sure that we cover a few points and such as the first one would be the difficulty for brands to collect digital interaction in an efficient way in order to improve customer experience, especially with the sheer number of consumer inputs that we have with this exploding number of devices. The second one is how large companies struggle to keep the interest of a society whose attention keeps decreasing by the minute. On top of all that, we know that there are new rules and regulations in the market that forces marketers and companies in general to change how they operate. And so let’s start with you, Claus, John. I want to ask you a question that will kind of set the tone for the rest of this webinar. And so how is consumer data powering the customer experience? So thank you, Gabriel. I think that many of us joining the webinar or maybe listening to this recording later live in the digital marketing domain or the customer experience management domain. And it is all about understanding consumers, what they do, how we segment them in audiences, and how we reach out to those people across those audiences in order to trigger them to participate in a value exchange chain. And if you think about, let’s say, what we’re working on on a day by day basis is bringing together the signals of the behavior that is expressed by the consumer, whether it’s online, whether it’s offline, and then bringing those signals into a centralized system or sending those signals into other systems that want to respond to that. Think about retargeting and advertising on Facebook or on LinkedIn or through Google conversions. But at the same time, also combining that with, for example, offline data transactions and to get a better picture. And what we’ve seen over time as well is also we’re applying complex algorithms, AI, ML, to derive new traits and signals that were previously hidden, things like churn analysis or propensity to buy a certain product. And then the last component is taking that actually into action, whether it’s sending the audiences to the point of activation or using a system itself to activate those people either in an audience-based system or in response to an individual engagement. So the four components that you can identify are the ability to understand the signals in the digital domain, build, let’s say, the centralized view of a customer, augment it with AI and ML capabilities, and then turn it into action to reach out to that consumer again. Thank you, Clajden, for giving us a very comprehensive look on the customer experience. And so for today’s conversation, I want to focus on what you mentioned, that first mile of digital experience. For me, I always like to compare it to my dating days where I’m trying to assess the relationship that I have with someone. And yes, you can look at things that you like in common or common interests or friends that you have in common or even location, making sure that you are close to each other. But really what matters most is the direct interactions that you have, the text messages that you have, the emails or dates, conversations on the phone. And in my mind, this is what the data collection is all about, that first interaction that you have with customers when they are directly there interacting with your web properties. And so it’s the foundation of customer experience. And so let me turn to you, Justin. Can you give us a quick explanation of the current landscape for that first mile of the digital experience? Yeah, absolutely. I think it’s helpful to go through where we’ve been. And then we’ll be able to see what’s going on now and where things are going. I think there’s a nice trend that I would like to paint there that I think will be helpful. So if you remember back in the good old days when web was just HTML and it was new and fancy, data collection really started with those little website counters that you’d see on the bottom of the page. This page has been viewed 200 times and all that kind of stuff. And as that kind of grew, it grew into like, OK, now I want to know how many people are here. Now I want to know what they do. Now I want to be able to reach out to them and message them or advertise to them. And so we really started to see the introduction of cookies being used in advertising. And in data collection to tie an individual’s activity back together so that we could say, OK, great, all of this is one person. Then as advertising got more advanced, we started to use third party cookies, which would allow you to tie interactions from one person across multiple sites and be able to reach out to them across multiple sites. And as we kind of fast forward, we see the introduction of lots and lots of technologies. There’s lots of players in each of these interactions that we’re having. Lots of additional technologies that are being added to websites, being added to mobile apps, those kind of things. And we’ve seen because of that, the advent of tag management, the idea that tag management, that you have a simple way to manage your tags on the client. And that lasted, that started about five years ago and now has kind of really kind of hit its crescendo. And now we’re starting to see a new set of trends where privacy is really important to customers, where the interactions that they have with the brand must be consented to and must be expected and real. We’re seeing that consumers are expecting insane amounts of performance. Things that load slowly, they don’t have the patience for anymore. And they’re expecting really pleasant, personalized experiences. And so what we’re seeing is there’s a lot of trends in the cookie world in the browsers to get rid of third party cookies, which is this idea that I can track. Actually, let me just like catch up real quick because you mentioned something that I know will resonate with a lot of people, whether positively or negatively. And there’s this whole myth around what you just said, deprecation of third party cookies. It’s also known as the cook less world or doomsday, depending on who you talk to. And so can you spend just a bit of time to demystify this concept for the audience? Yeah. Yeah. If you’re worried about the cookie apocalypse, well, you’re already in it. We’re already there. You’re experiencing it right now. So it’s significant. I will say that. But it’s not the end of all marketing as we know it. There’s a couple of things going on. Let me talk about what a third party cookie is first. And then we’ll talk about some of the things that are going on. So the first thing is a cookie is simply just a string of text that is associated with a website. And if you use that text or that string in the context of that website, it’s a first party cookie. If you use it in the context of a different website, then that becomes a third party cookie. And so that’s what we used for cross site tracking and cross site attribution for a lot of advertising. Now we’re seeing that the browsers are deciding that that is no longer an acceptable practice and an acceptable technology. Safari has actually already gotten rid of third party cookies. And that started several years ago. And they’ve slowly been tightening down until about two years ago they got rid of them completely. And Chrome has announced the same thing. They’re going to be getting rid of third party cookies in 2023. And so that method kind of goes away for us to be able to reach our end users. Now that isn’t the end of marketing as we know it. There’s still a lot of wonderful sources of data that we can get. We still have all of our first party data. First party cookies are still a great way for our users to be able to group their interactions together. And then there’s also been the emergence of durable identifiers. So the idea that you can collect identifiers that are specific to the person. And one of the interesting things about this, these are things like email address, your phone number, those kind of things. One of the interesting things about that is that it requires the user to give it to you and hence there’s an element of consent, which is actually a really good thing for brands because it builds trust with your consumers and it allows you to interact with them in the ways that they’re expecting to and in the ways that you want to. To go back to Gabriel’s dating analogy, you want to date somebody that you’re interested in and that you’re willing to talk to. You don’t want to date somebody that might call you all the time and at every hour of the night and unexpectedly and unwantedly. So it’s kind of that same thing. So anyways, as we think about it, it’s important to remember that we both have first party data and we have the ability to start to collect these durable identifiers for which customers can kind of opt into a lot of these different things. Thanks. Thanks. I appreciate my experience of dating and how you illustrated it. I’m just kidding. But no, I really appreciate it because it’s a black box for a lot of people and so thanks for bringing some light into this subject. But I want to hear your opinion on how customers can get ready for this change because even though now we have more knowledge of what’s going on, it’s still a pretty impactful change that needs to happen. So Clajan, what do you think? And I agree, it is an impactful change because the technology that we’re speaking about has been a cornerstone for experienced makers to attract new audiences, to refine, to be more precise in their audiences and reach out with precision. And maybe because of that laziness was introduced into the domain. Like why should I adopt different technologies? And Justin spoke about this. He calls it the apocalypse is already happening. Sounds dramatic. I always like to refer to it as, okay, imagine you’re on a night out in a bar and at some point the bar bartender flips on the light like guys, last round. And you go, oh, is it already that time? Let me grab a beer and be ready. Well that is actually what Google did. They flipped the light switch on and says, guys, we’re going to do this. And then they changed the timeline. So everyone, oh wait, there’s more time. But all of a sudden it is the moment to basically switch over. And actually that moment is we need to be ready, brands need to be ready by next year, 2023. And we interviewed a large number of brands. And when we did this about a year and a half ago, basically 37% of the brands felt that they were ready. And now we’ve progressed. And what we thought is like, hey, maybe more people are ready. But actually what we’ve seen is less brands are actually ready. It’s decreased to 33%. So it’s like you’re skating on ice. As a Dutch guy, I love skating on ice. I love skating on natural ice, but it’s extremely dangerous to do it when it’s going to fall because all of a sudden the ice could crack underneath you. And that is a situation that we’re in. And moving to the first party data strategy helps you also to build a foundation to apply new technology with the right customer consent to reduce those activities and build those customer audiences. Two nights ago, I was at the Climateplaster Arena here in Seattle and attending a Seattle Kraken game. Every attendee in that stadium basically is using first party data to authenticate into the system, to authenticate and bring the past to the arena. With the right consent, there is unique collaboration opportunities between brands. Because brands want to collaborate. But the key factor is keep the consumer preferences in mind. So what I think is the underlying technology will be changing. It requires more due diligence and more work on the brands. But actually it reduces the amount of data. And what we found is the precision of the data to understand your audiences is going up. And I think there is a very beneficial thing on the other side. Great question. Thank you. It definitely highlights the urgency when you talk about thinning ice. And speaking of which, we don’t want to be taken off guard. And so what can we do concretely and how does that impact the data management on the first model of the customer experience? Justin, what do you think? Yeah, it definitely, like I talked about before, not all data is going away. We still have first party cookies. We still have the data that we can collect in our own experiences. We also have, like we said, these durable identifiers and the consent that goes along with them. One of the things that’s actually been really interesting to see is a lot of the vendors like Google and Facebook have started to release conversion APIs to do attribution that use these durable identifiers. And so we’re seeing a shift in the technology away from third party cookies to two different types of identifiers. And what that does is that that kind of opens up some additional opportunities for us. One, we’re able to interact with our consumers in a much more intimate and personal way because, again, that fidelity starts to creep up. The second thing is that traditionally all of the interactions that we’ve had to do have all been client side because that’s where the third party cookie was stored. And that’s starting to change and we’re seeing some really cool possibilities there of actually moving things to the server. So that’s fantastic. But in my mind, I feel like that’s opening another issue there. How do you do that? In theory, it’s great because I feel like we are abiding by this theory of deprecation of third party cookies. And again, I think that’s something that’s great for the customer. And so I don’t want to talk about circumventing or working around. I think it is great for customers and for companies especially to fully embrace it. Even if it’s a big change right now. But like I said, so now we’re going from client side to server side. But what kind of solutions are there in the market to help us do this? Yeah. And it’s really interesting. If you think about just the move between client side and server side, it does a couple of things for you. It takes the load off the client and the speed hit that you get from all of these tags and moves it to the server where we can offload it into more powerful compute, that kind of thing. And so it increases performance for users, which has all kinds of wonderful benefits from decreased bounce rates to increased conversion rates. In fact, it’s so well assumed that better performance is better for the end user that Google’s actually started to use that as part of their search ranking algorithms to rank your site based on not only how good is the content, but how quickly it loads and how quickly it’s able to use it. And so that’s been interesting. What we’ve seen is that you can implement a lot of these things server side. As you add more and more and more of them, it becomes kind of a management nightmare. And so we’ve seen a number of tools that do forwarding on the edge or on the server start to pop up where in the case of the one that we have, you can go in and very simply enable these destinations to take off of the data stream of data that you have and then send them to the vendors that you’re working with to deliver that experience. So there’s really kind of some cool things that are happening there once we get rid of the need of having that identifier only on the client. So that’s been kind of a cool, interesting thing. Yeah. And I know that you personally are working on creating a lot of extensions to make sure that it is a lot easier for customers to connect to destinations like Facebook or Google, because otherwise you have to, that burden falls on you and it’s not a small burden. And so by creating an extension, and correct me if I’m wrong, but I know that you guys work directly with partners to make sure that they know their technology better than anyone else. And so it’s a lot better to have extensions like that. One of the interesting things that we’re doing is we’ve actually got an environment that partners can build their own extensions, and so they can say, okay, great, these are the data that I need. And then when you as a customer go in and enable that, you say, okay, great, here’s, I’m going to enable this. And then you know that it’s grabbing the right data that you want, but you have visibility into it. We’ve also done a lot to make sure that the speed and the resources that are used are very, very, very, very fast. So we’ve built a kind of a geo-distributed network of data centers that any particular user will get routed to their closest one, and then the data will get delivered to the partner sub-second for that. Additionally, we’ve been able to give responses back if there’s a decision that needs to be made, a response that we’ve given back in 250 milliseconds or less. And so that’s been pretty useful and pretty cool to see just the speed impact, because we’re able to do a lot more things in parallel. We’re able to use heavier duty machines, that kind of stuff. And the best part is we built it on this open infrastructure so that you as a customer of 51ºÚÁϲ»´òìÈ can extend it or a partner can extend it. And those extensions are very simple to write, very simple to do. Many times it’s just a point and click type of thing. And within a few minutes, you’ve got new use cases lit up and new opportunities. So it’s been pretty fun to build. Yeah, I’m sure. And so when you talk about speed, to me, it goes back to the very first thing I mentioned, where we live in a society where the attention span becomes ever so small now. And so if you don’t have the speed, you lose that attention that is so critical for the business. But I know that it’s your world as a product manager. It’s all about technical abilities and everything. But does it also… Yeah, I just had to. It was fun. I know. But that’s all. Can you give us an example where it’s helping other teams other than just the IT department? Yeah. Yeah. We’ve interacted with… Sorry, was that for me or for Kwasiun? Yeah, for you. For you. Okay. One of the ones that we’ve worked with is… So we had an IT department implement the stream of data, which is kind of cool. They had a lot of really great success metrics. It was able to decrease the page weight of their site by 20%, which was impressive. But then their marketing departments could go in and say, you know what? We are doing advertising with Facebook. Let’s go ahead and light that up. It was able to split the effort to the people that knew that technology. The people that are interacting with Facebook are the ones that control that data stream that go to Facebook. The people that are building the website are the ones that just create the data stream that goes off the website. That’s been useful from both a performance perspective, but also from an operational perspective. It simplifies things for users and allows the marketing departments to have more control and to be able to iterate faster, which is a big deal. Okay, awesome. Great example. So, thank you. Let’s turn to you, Clajden, because now that we’ve geeked out, like Justin said, about data collection and all this, I want to bring it back to what happens when you have this data and you want to send it to the central infrastructure. What’s the next step? Yeah. Oh, yeah. And I recognize I’m the counterbalance to Justin’s geeking side of the house. But I totally agree. I love him hearing talk about this stuff because it is, let’s say, changing how we think about data collections, how customers think about data collection. And I think it’s very important as well. But capturing the signal and sending them to an endpoint, as I said at the beginning, to, for example, Facebook, is one way we see this used quite a lot today. Those things are changing. But it is only a partial view of a customer. So depending on the teams that we work with, we see different, let’s say, variations and different customer maturity. IT teams tend to come in and say, oh, I want to have all the data that’s potentially gathered by my company. So can I get a copy of every hit that was coming from a digital property as quickly as possible in my infrastructure? Because my data science teams want to run some activities on it. So typically, what you see is a built your own centralized data infrastructure heavily operated by IT that then potentially curates audiences, derives insights, or do, let’s say, with the data that they think they will be doing. Most of the time, the data is just sitting there and I wouldn’t say collecting dust, but basically collecting dollars in the cloud storage spend. Where it becomes more important, and I think this is if we start to talk to experience makers, they want to capture the right signals that are meaningful to personalize and combine those signals with other data points. And this is where it’s centralized data infrastructure, also commonly known, for example, as a customer data platform is coming in. How do I bring in my brick and mortar transactions, my hotel reservations, my risk analysis in financial services? How do I bring in the attributes that I know about my customers that are not frequently changing? And how do I bring in observations and audiences from brands that I’m collaborating with using those table identifiers, do overlaps and say, I can now create an audience. And basically, take that example, I’m looking at a pair of, let’s say, tennis shoes on a retail website. And I keep being followed by those same products on, let’s say, the paid networks for ages. If I now have the transaction and I have a loyalty card, for example, or a punch in my phone number, which is a proxy for the loyalty card information, the brand in this case has the ability to suppress any further messaging and actually put me in a nurture campaign, put me in a let me know what you think about your purchase. On one side, save dollars and on the other side, deepen the engagement. So that centralized infrastructure is being approached a lot from a technology layer. We’re actively motivating customers to think about it from a business outcomes perspective. What is it that you want to achieve? How does this first mile of digital experience fit into that? What are your practices or how can you augment that with AI and ML? And what are the most efficient channels that you can reactivate those customers on? So that is where, let’s say, the investment in a centralized infrastructure is not a one-time thing. It is basically getting that into place and then building one or more use cases on top of it over time. Awesome. Thank you for going full circle and really giving us the full perspective on this journey. But now people came to understand how they can improve their data management strategies. I feel like you guys have done a great job to answer that question. But is this it? Are we done now? We’re at the top of the summit. We can plant the flag. We can sit down and have a drink. We’ve conquered the technology challenge for businesses. Justin, what do you think? Is that it? Are we done? I wish. I wish. I’ve been doing this for 15 years or so. There’s a couple of things that I’ve learned. That first, there is no such thing as future proof. It just can’t be done. Because really, the only thing that I’ve seen that’s constant is change. It’s always changing. It’s always becoming different and that thing. So in that case, there are two things that I think can be really helpful as you’re trying to deal with constant change. First, if you make investments into rationalizing your data, it will help you be able to be more reactive to the changes. So if you know what the data is, if you know how it’s generated, you have good definitions around it, that lets you then start to evolve that data and change it. The other one is as you choose business processes, tools, technologies, I would focus on ones that make it cheaper and easier for you to react to change. And so you want to be able to plan for change. And the companies that are embracing that are the ones that are really, really succeeding in doing that. So you want to be able to be flexible, to be able to do kind of creative destruction, where you try something out for a while, see how it works, and then you try to do something better, and then use that to, once you find something better, you replace that and kind of invest in that continuous improvement, continuous iteration type of model.

I see. So future proofing is a myth in that case. I feel like there’s not, like you said, a magic wand that you can have. It’s just putting yourself in a position where you can be flexible and react to change quickly. Yeah. It’s just impossible to predict the future. Yeah, no, absolutely. Absolutely. If anybody can, let me know. But then you’ll make a lot of money. Yeah. What about you, Clajden? What do you think? Well, I think Justin hit the nail on the head. Future proof, if you want to go that far, I think future ready might something terms that you hear vendors use or IT teams use. And I think it speaks more to the ability to rapidly iterate the agility of a system and also the agility of teams that are running that. And at the same time, let’s say, working in this domain of digital experience, looking at the past will give you some insight about trends, about what is happening. Justin let’s say brought back the memory of the web counter and next to the guy that is digging because the website is always under construction. I think we’ve done with the web counter, we’ve done with the digger, but digital properties are always under construction. And a number of things that I think we constantly know, I think the amount of data that an experience maker will continue to work with is going to increase. So support for AI and ML technologies to support that experience maker is going to be key. Efficient strategies to capture the right data points. People think, oh, bring all of your data. Like, please don’t do that. That’s going to be unscalable. What are the right data points to respond to? And also on the other side, we look at, let’s say, the technology that lives around us and the technologies that we see popping up. Digitization is happening more and more in every, let’s say, device or things that we interact with. Those sometimes are also opportunities to interact with customers at the right moment. So connecting and this speaks to those four elements I spoke about. What is the right signals to capture? How do we augment those? How do we collaborate and build the audiences and what are the channels to go at? Those things will continuously be evolving. So it’s a mindset. Be ready for change and at the same time know what business outcomes you want to achieve. This is, let’s say, I hope, guides you in what is possible.

Perfect. Thank you, Claus, and thank you, Justin, also, like we are at the end of the conversation. It’s been very insightful. Thank you for sharing your knowledge with everyone. And again, feel free for the audience to ask any questions that you may have. We have, like I said, two experts in the field that will be more than happy to answer those questions. And so before we turn to the questions, I just have a few takeaways that I think would be good to remember at the end. The first one is the importance of that first model of customer experience. It is the foundation to all customer experience management. And so if you don’t get it right, it’s a lot harder to course correct. And so every part of customer experience, of course, is important, but this one is the first one. And so definitely make sure that you invest there and, like we mentioned, be ready to be flexible and move and always be aware of what’s happening in the industry. The second one is part of it is what’s happening right now. You have to move server side and to gain several benefits. First of all, you’ll be able to focus on first party data and to take advantage of the conversions API from Facebook or Google, like the main partners in the industry, and also get increased performance. And so definitely make sure that you consider that move. And the last one is what we just mentioned, invest in technologies that will scale and allow you to react quickly. And so it is impossible to future proof or just find one piece of technology that will just solve everything. But if you are aware of what’s happening and if you invest in something that you know will be able to switch and just be flexible, that is where you should be investing. So thank you again. And let’s turn to the questions from the audience.

All right. Well, first of all, thank you, Class, John, Justin, and Gabriel for that terrific discussion. Gabriel mentioned we do have some time for questions. So as a reminder to everyone listening, you can submit these on the questions tab on the GoToWebinar platform. So I wanted to start with, so, you know, when you think about all the solutions that you’ve just discussed, what would be the alternative scenario to take if these solutions aren’t implemented? Justin, you want to take that? If people don’t believe us. What’s happening? Yeah, definitely. You know, and it’s so the so if you think about it like, you know, again, moving things to first party, moving things server side, those are trends that are happening now. And so, you know, your IT team can do that, right? They can go through and implement that. One of the things that we’ve seen from a couple of our customers that have done that is that the cycles for being able to update and add and do that kind of start to slow down even from what they are today on the client side, which can be kind of long. And so that can be kind of problematic. But, you know, it’s very much something that you can do, you know, if you know server side languages and you can code them and that can be that can be a way to do it. But you have to remember that you’re running the infrastructure for it. And you’re also on the hook for all the maintenance and upkeep of that, especially given right now where there’s so much change in the industry that that upkeep can be pretty high. And Justin, you’re speaking about the technical side from a conceptual side, the technology that you speak about is are basically the sensors for digital experience. And it is like being a human and some sensors are not functioning anymore or are not approachable to you. How do I understand what is going on? And actually the most, let’s say, clear example of that we had during the current COVID pandemic at the start of the pandemic, brick and mortar stores were not accessible. A huge amount of retail stores lost their contact with the customer because they couldn’t have the conversation in store. It’s like losing the connection. And with, let’s say, the technology that we’re speaking about with the changes, there is a huge risk of losing the ability to communicate in the digital domain with your audience. And well, that that is not a good thing if brands would land in that spot. Yeah, you’re absolutely right. That is a huge risk of kind of, you know, getting behind that too far that you just you can no longer address your audience, which is, you know, again, not a good thing for marketing and for having that one on one conversation with your users. So another question we have, is there any future for third party cookies or are they 100% going away? They’re going away. There are a small handful of browsers that support them, but the amount of usage of those browsers is absolutely minuscule. So they’re already gone in Safari, which, you know, you think about how many people really use Safari, but you think every iPhone user uses Safari. Even if they use Chrome under the hood, they use Safari. And so it’s already started and Chrome has announced that they will do that. They did push it back once, but we think that that was just to give the market a little more time because of COVID and the craziness of that. But I don’t think they’re going to push it back again. All right. It looks like we have one more audience question. It’s like a two parter. So they’re asking, which side are you on in terms of the big tech company solutions right now? There’s Google Sandbox solution or UID 2.0. And either way, is it going to become… Are we moving into like an exchange to access the internet? Yeah. So we haven’t… I’m trying to think through just the right way to put this. We’re kind of neutral in both of those. We haven’t really… We aren’t really advocating for one or the other. If you look at the Google Sandbox piece, they actually just announced that they’re going to change the way that that’s done. And it’s more of topics. And it’s kind of a little different from what it was originally supposed to be. And then if you look at the UUID 2, it’s basically just a hatched email. And so our stance is that, hey, you’re going to generate first party data. You’re going to generate data from your own web properties and from your interactions with your customers. We want to make sure that you can tie those together as much as possible, regardless of if you’re using these kind of private sandboxes or you’re using some of the durable identifiers. We want to let you tie that data together. So that’s kind of the approach that we’ve taken that we feel has the longest and is the most stable for our brands. And I’ll close down if you have anything. And Justin, I think that is that is that would be my answer, let’s say as well. Of course, you can look at the technology providers or those who have the last mile and say which basket am I going to put the ax in. As let’s say a vendor that is delivering solutions in the space, our customers are looking to work with either solution or any new solution that comes up. But at the same time, I think with third party cookies, we’ve also shown the big dependency that has been created on a certain piece of technology. And with that, not, let’s say, putting matters in a brand’s own hands. That’s why, let’s say, we strongly suggest think about your own stable, let’s say, first party data system as a starting point than to say, how do I bring this into, let’s say, the Google sandbox approach around topics or how do I marry this up with the new idea to capability? And. Probably in a couple of years, there will be other technology coming up for that.

All right. Well, it looks like we’ll be able to end a few minutes early. But before we wrap, do any of you have any final thoughts you want to leave in terms of insights or best practices based on what you’ve discussed today? I do want to address the second part of that question that was just mentioned, because I think it’s very important. It talks about like, you know, the what do you choose as a marketer now? Do you provide free version of your content to everyone, even though a lot of them will be anonymous? Or do you have that this paywall where they have to log in in order to access more information that because that is part of that durable identifiers switch that we have to make. And we don’t have an answer for that. Like there’s no one. The answer might be different depending on the company. And that’s going to be very interesting, I think, for the customer in the future to to make that transition from everything is free to potentially like you need to put something behind that paywall to make sure that they are logging in or like the best way, I think, for the customer for for the industry as a whole is to give enough enough reason, enough value for them to log in. And so it shouldn’t be like drastic and be like, oh, you can’t see anything unless you log in. But it motivate them like like really, that’s just business one on one. Don’t coerce people into like paying you, offering a value that people will, you know, willingly open their wallet and in that case, willingly just log in to the website in order to access that content. But to me, that’s why I’m excited about the deprecation of third party cookies because we’re going to see I’m a marketer in heart and focusing on product marketing now. And this is a great debate that we’ll have probably in business schools about like, how do we get to that login paywall? And so it’s we as a as 51ºÚÁϲ»´òìÈ, we don’t have an answer for that because it’s really up to you. But overall, I we’re just excited about that move. I don’t know if just in our closet, you want to add anything to it. So again, let’s say I think. In this domain, technology has been a very leading factor. And there are many different technology changes and emerging technologies, but also industry trends or industry requirements. And I think as someone who runs and operates and is responsible for this debate, those technologies and those trends should be combined and looked at holistically. Understanding consumer behavior with the right preferences and consent attached to that, which is the basis of a trustful relationship. How do I reach out? How do I think about my strategy? And. It’s interesting, as marketers, we like to tell everyone everything and be continuously working. Finding that counterbalance to say, when when is this a good moment to to shut up for a moment? When is it the moment to not send out that message and finding that balance? You require the right signals. You require to get a better understanding of the preferences of a consumer. And I think sometimes reducing what we do will increase the effectiveness and the response rate and the precision with the consumer. So let’s let’s look at those in in in tandem instead of in isolation or sequentially. And because I’m the technology guy, I’ll kind of dive into some technology real quick. But, you know, if you look at if you look at mobile apps, they really kind of change the relationship that you have with customer rate. It increased the amount of effort that a customer had to go to to get into your brand. But it also increased the amount of connection and conversation that you had. And then if you look at a lot of a lot of the new startups and kind of the way they approach their customers, they’re approaching it with a very personalized, the very, you know, data intensive manner. And people are happily giving them, you know, their signing up, logging in, those kind of things with that to be able to do that because of that. That heavily heavy focus on personalization. And it’s not it’s not it’s not personalization just to say, hey, we’re changing things a little bit. It’s like, no, I’m I’m customizing this for you. And it’s a very one to one type of conversation. And and as you get to that one one on one, like I’m sitting around the dinner table talking, talking to you, people open up. And and it’s very and it’s a very it’s a very good relationship between the two, between the brand and the individual. All right. Well, we will wrap there. Thank you, Klaas, Sean, Justin and Gabriel for your insights today. And I’d like to thank everyone for listening and submitting questions and have a great rest of your day. Thank you, everyone.