EMEA - RETARGETING CONSENT MANAGEMENT - ALL BRANDS

Background
Within the EMEA region, Deckers’ ability to activate first‑party data for paid media retargeting remains constrained by current consent flows and platform integrations. As the DTC business continues strong growth ambitions, activation of high‑quality consented audiences is an essential driver of efficient media spend, improved conversion, and competitive consumer engagement.

The Problem
Deckers EMEA currently lacks the ability to use first‑party data for retargeting without creating GDPR/PECR compliance risk, due to incomplete or non‑explicit consent flows and a one‑way data sync that prevents reliable audience hygiene. This prevents the activation of high‑intent audiences across Meta, Google, and other platforms.

As a result, the region is unable to unlock a significant level of incremental revenue from performance retargeting — representing an estimated ~£5M missed opportunity.

Why This Is a Problem

• Compliance barrier: Consent captured through Osano does not explicitly cover off‑site targeting, blocking activation of compliant audience‑based retargeting.

• Operational inefficiency: Current one‑way audience sync demands manual suppression work, introduces errors, and delays go‑to‑market execution.

• Revenue leakage: Internal benchmark modelling shows that enabling compliant Customer Match‑based targeting yields meaningful uplifts in CPC efficiency and conversion; applied to EMEA, this equates to £5M+ in unrealised revenue.

• Experience inconsistency: Without accurate consent signals and audience hygiene, consumers may receive irrelevant or generic ads, impacting EMEA performance marketing efficiency and broader brand experience.

• Competitive disadvantage: Market peers already leverage privacy‑safe first‑party data activation at scale, improving media efficiency and scaling revenue through targeted re‑engagement.

Impact on the Business

• ~£5M revenue shortfall due to inability to activate high‑value audiences using compliant first‑party data.

• Inefficient spend allocation caused by reliance on broad prospecting rather than precision retargeting.

• Increased operational overhead from manual data management processes.

• Reduced trust and transparency for consumers due to unclear consent communication flows.

• Slower deployment of future audience‑driven programmes, limiting EMEA’s ability to scale DTC efficiently.

Success Measures
A successful solution will:

• Introduce explicit consent language enabling compliant retargeting across EMEA.

• Establish automated, real‑time data flow between Osano → Cordial → ad platforms.

• Reduce manual workload through improved audience hygiene automation.

• Enable activation of Customer Match audiences that drive measurable revenue uplift, closing the current ~£5M gap.

• Improve consumer trust through greater transparency in how data is used for personalised experiences.