Within two years the third-party cookie will be dead, as Google's Chrome engineers devise privacy-friendly digital replacements, similar to what's already used on the Safari and Firefox browsers. Experts assess the impact and offer suggestions on how banks and credit unions can adapt.
A fundamental element of many financial institutions’ internet advertising has been targeted for destruction by 2022, in part on the grounds of improving consumer privacy. Yet many bank and credit union marketers seem to be completely unaware of the impending demise, experts say.
The coming change could massively alter the role of programmatic digital ad buying and measurement of online advertising results, substantially increase the importance and exclusivity of “walled gardens” like Google’s family of internet services, alter the role of publishers in where and how ads are seen, and make the role of quality content on financial websites more important than ever.
Predictions of the impact of the change vary all over the lot, with some commentators pushing the panic button and others welcoming the shift.
