4 Trends Affecting Mobile Advertising and Data Use in 2019
As mobile advertising continues to grow, financial services companies are gaining more access to data than ever before. This data tends to serve a valuable purpose — giving companies a better understanding of their customers, their needs, their intrinsic desires — and it also has led to a need for better data management and protection.
Mobile trends are changing the landscape of data management, and regulations and laws are defining what data can be used, and how it can be used.
In this post we will look at 4 trends that affect mobile advertising and data use, and explore what that means for financial services companies.
Mobile has led to more privacy regulations
Privacy has always been a big deal for financial services companies, but as we advance further into the digital age, there is an even stronger need for rigorous privacy regulations. Consumers want to know that their data is protected and safe, and they want to know how their data is being used. Third-party data (data collected by one company and sold to others) has historically been the primary resource for companies’ marketing and advertising campaigns. With an increase of data availability, and a need for more accurate data, more companies are seeking ways to use first-party data (data they collected themselves).
General Data Protection Regulation (GDPR) in Europe
The GDPR has been in effect for about a year, which has set strict regulations about how companies can gather and use customer data. In our tech-driven world, it’s no surprise that governmental regulations are starting to show up. When customers have more control of their personal data and how it’s being used, they tend to be more confident in those companies.
Privacy regulations in the US
On January 1, 2020, the California Consumer Privacy Act will go into effect, following similar guidelines as the GDPR. This will “force US companies to restrict third-party use and build in-app experiences that will make it worthwhile for users to opt in to sharing data” (source). It’s expected that this will encourage companies to seek better ways to gather and utilize first-party data. Perhaps California is setting the standard for other US states to follow suit and put similar regulations in place to protect consumers.
Of course, we also need to acknowledge the balance between a smooth customer experience and data protection. Customers have high expectations of website and app abilities, and companies have to ensure that data is secure as consumers move through the customer journey. Utilizing big data is necessary to compete in the digital age, and for financial services companies, “safeguarding financial data from security breaches is as complex an endeavor as it is crucial” (source).
Increased use of first-party data
Financial services companies can respond to the shifts in data collection and use by putting efforts into collecting and using first-party data. Less than half of all marketers currently use first-party data to target ads (source) but this will be a vital piece of marketing as digital advertising continues grasping more of the market. Mobile ad spend is growing and it’s vital that marketing teams can confidently micro-target ad campaigns to reach the right people at the rice place at the right time. Reliable first-party data can provide that confidence.
Data is fallible, and companies must evaluate where they get data, how they use it, and its effectiveness in campaigns. With regulations on third-party data increasing, there is yet another reason to put efforts into gathering first-party data. It will require systems, security, and a team that understands how to effectively gather and use the data. We know this is a big undertaking, and that’s why we do some of this footwork for our customers.
The Denim platform was built with data privacy in mind, which is why all consumer data we collect is aggregated and anonymized. We are intentional about what data points we collect because we know what our customers need and what will be most useful for them. Denim’s customers have access to the financial services industry’s most powerful and robust dataset on consumer engagement with mobile and social media ads. This allows them to make smarter marketing decisions based on what will add real value to consumers’ lives — without the security and privacy concerns that come with PII.