Big Tech Making Big Changes That Affect Credit Union Advertising Campaigns

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Close up of a privacy fence surrounding someone's yard

Under the gun from lawmakers and lawsuits, Google’s™ web privacy efforts have made it harder for advertisers, publishers, and data brokers to gather personal data without users’ permission. Google™ will no longer be making data profiles based on users’ activity on Google™, and while this is great for individuals who seek privacy, for advertisers it’s a blow to the face.

Third-party cookies that are placed on websites are being phased out, including the ability for third-party sites, like Google™, to track activity upon entering and leaving websites. This could potentially hurt advertisers who want to target competitors’ websites and people in the market for products. The silver lining: If you have a Google™ ad tag already installed on your website, Google™ will still be able to gather data from your visitors and retarget them with your ads. 

An alternative to a full privacy lockdown was introduced in 2019 by Google™ with the idea of a “privacy sandbox” designed to serve both the privacy concerns of individuals and the need to target user interests for advertisers and publishers. The privacy sandbox is “a secure environment for personalization that also protects user privacy,” said Justin Schuh, a Google™ Chrome engineer. The privacy sandbox is still in progress and has multiple ways it can gather data without accessing the personal details of the user, including a “privacy budget” and Federated Learning of Cohorts (FLOC).

Apple® has already announced a similar initiative to promote privacy on its cellular devices. The new iOS 14 will have a feature for users to select whether they give permission to be tracked on all apps.

Who will this affect?

Advertisers like our credit union clients, of course.

Not having data based on individuals’ interests and intent greatly hinders the ability of advertisers to target the right people at the right time. It is great for users who value their online privacy.

Facebook® doesn’t entirely agree with Apple® and Google’s™ approach to eliminating data collection. In their recent ad campaign, Facebook® defends the right for personalized advertising in that “Good Ideas Deserve to be Found.” Facebook’s® ad campaign advocates that not all data collected are bad for consumers. In fact, the data that are collected will only benefit people by serving ads that fit a consumer’s interests. The ad promotes helping small businesses to reach the consumer in a more personalized way. 

So, here’s the bottom line: The privacy updates are happening. They will force advertisers to think outside-the-box instead of relying on data to find interested consumers.

Your Marketing Company’s clients may experience increased clicks and lower converted traffic due to the restrictions on personalization capability, but we will grow together and shift paths as we always do. YMC is constantly striving to reach your credit union’s members on the ever-changing advertising landscape.

Here are additional resources if you’d like to learn more:

Building A More Private Web

Building A Privacy-First Future For Web Advertising

Good Ideas Deserve To Be Found

Facebook Launches Ad Campaign To Defend Personalized Advertising Ahead Of Apple Privacy Change

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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