The Web Summit is a major tech event that has been bringing together numerous speakers around issues and reflections related to technology since 2009. First in Dublin and then in Lisbon, the whole world comes together for 4 days in Europe to attend conferences, debates, and talks. Technology is at the heart of discussions, and one thing is certain: there is plenty to talk about.

From November 1 to 4, 2021, Stéphane Caoki, General Director of Nouvelle Vague, and David Gourdet, Lead Developer of the agency, went to Portugal to take the pulse of the tech world. Due to health restrictions, the event “is less impressive than in previous years, even if the atmosphere is just as electric.”

“We witnessed a more political Web Summit focused on the major decisions that will shape the web and advertising of tomorrow, particularly on the subject of privacy ,” reports Stéphane. “We saw the representatives of GAFAM questioning each other, criticizing, and responding through separate conferences (Example: Facebook vs. whistleblowers, or Apple vs. Google),” he continues.

Upon their return, they shared many notes and ideas internally based on their Lisbon experience. For you dear readers of this blog, here is a summarized logbook that will also allow you to benefit from it!

IF WE HAD TO REMEMBER 5 WORDS.

• Data.

• Metaverse.

• Crypto.

• Sustainability.

• Privacy.

3 KEY TOPICS

DATA EVERYWHERE. REALLY EVERYWHERE.

Strong analytics > Strong insights > Strong strategy.

Data is omnipresent here. In all conferences, it is at least mentioned. Content, dissemination media, GDPR, performance results: whatever the point of contact, data has an obvious importance. It is even the nerve center of any strategy.

A WORLD WITHOUT COOKIES

When we talk about the disappearance of cookies, we are talking about the disappearance of third-party cookies. Long used to track absolutely everything, cookies have experienced a true golden age in a world where online advertising is exploding. GDPR and the rising importance of personal data protection have reshuffled the cards.

The journey of an internet user across different websites leaves many digital traces: profile, interests, purchases, online behavior, usage, etc.

This information is useful to advertisers to better target users with appropriate ads.

By 2023, companies will have to adapt to a world without third-party cookies, thus affecting their strategies and advertising targeting and, more broadly, their marketing targeting. 

The challenge then is as follows: to own your own data in order to break free from third-party cookies. In jargon, we speak of first-party data.

Stéphane insists:  “We must be hyper aware of this issue because it will become critical for many companies.”

PRIVACY APPLE STYLE

“Apple does not want to comply with the US law on the Digital Act, which would require it to allow app downloads outside of the App Store. It’s a real showdown. Apple’s presentation was astonishing, it was a true plea for the App Store model and, depending on where you stand, a condemnation of the Android sideloading model,” summarizes Stéphane. 

When discussing privacy, there are two major threats: targeted attacks and malware. The latter have significantly developed. It is futile to want to annihilate them, but it is possible to create effective protections. That is the path Apple has chosen.

Once the hardware (the smartphone) is protected, the apple brand decided to lock down its App Store. Thus, the company controls the dissemination of applications at a single point as well as the health of its applications, which are validated by humans.

Craig Federighi, Apple’s vice president, then took a jab at Android (it’s only fair) by stating that its competitor suffers 5 million attacks per month. The main reason? Sideloading (essentially: the ability to download apps outside of the official Store).

Well, all of this does seem somewhat like a disguised ad. Apple has always wanted to control its ecosystem and set its own rules. (Hello the battle Epic Games vs. Apple).

In these recent keynotes, the emphasis on Privacy is more pronounced than ever! And actions follow words as the giant evolves its rules while erecting barriers against its competitors. The advertising tracking is heavily impacted because Apple gives its users the option to accept or deny tracking. Facebook and Snap expect to lose a lot of money. Mail Privacy Protection, Hide My Mail, App Privacy Report or even the hunt for IP trackers via Safari, Apple is embarking on a fierce war against its competitors.

IN A NUTSHELL

• The return of the QR Code in Europe, which becomes hyper relevant for accessing content while avoiding physical contact (restaurant menu, tourist brochure, contactless payment, etc.). A technology that requires providing a satisfying mobile experience once the QR code is scanned from a smartphone. 

• Sustainability and business are partnering up. Brands like Mattel or, more old-fashioned ones like Tommy Hilfiger, have become cooler by making their business more sustainable. For the former with dolls made from more environmentally friendly materials for the latter by modifying its supply chain.

• During the conference with Pascal Gauthier, Ledger, and Kathleen Breitman – Tezos, 80% of the audience raised their hand to the question “ Do you own crypto? ”. Okay, tech people have invested. 

• The thing that we underestimate but will disrupt a lot according to Sir Martin Sorrelli is the metaverse. Microsoft also announced its metaverse, everyone will “jump” into it. The NBA has already been broadcasting its games in the metaverse for 3 seasons.

• The six platforms (Tik Tok, Facebook, Amazon, Google, Alibaba, Apple) are and will continue to be driven by first-party data. So to take off. All firms will have to do this tomorrow:  first-party data and insights. 

THE OFF

The Web Summit is a large gathering with many meetings, private parties, and passionate exchanges. However, the health context has tarnished these moments of conviviality. Stéphane and David still took the opportunity to explore the city of Lisbon to catch some fresh air once night fell.

These events are always an opportunity to step out of your comfort zone, to reflect on the issues of tomorrow, and to fill up with crazy energy! See you next year!