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While it wasn't that long ago that companies like Meta and Google shot the ad-tech industry into the stratosphere, they've since become the very thing weighing it down. Credit unions and community banks, like any organization, have historically used these tools to acquire customers and members. However, due to the constantly increasing cost per acquisition (CPA) and low return, it's getting increasingly difficult to justify the cost of using these ad-tech strategies. But these same financial institutions are the ones that, in theory, could be best served by advancements in ad-tech, rather than getting left behind by sticking to the status quo.
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