TMW #167 | Wednesday Martech Briefing

Mar 20, 2024

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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Adalytics exposes MFA crackdown, Criteo bets big on Privacy Sandbox, Google updates Search for AI spam

Here’s the week in Martech:

  • Adalytics exposes MFA crackdown: Holding the ad industry to account.
  • Criteo bets big on Privacy Sandbox: Playing for a post-cookie status quo. 
  • Google updates Search for AI spam: AI-generated sludge is impacting Search.
  • Everything else: Big Tech's AI advertising arms race, TikTok rallies the troops, EU passes the AI Act, the TikTok problem is not what you think, and more.

👇 Here’s everything you’ve missed in marketing and tech this week.

📰 Latest Developments

Adalytics exposes MFA crackdown. In 2023, over $600B was spent on digital ads, and by some estimates, the industry employs 2M people globally. It is the lifeblood of an open internet that has revolutionized access to information for billions of people. All this prosperity is a good thing, but it generates a huge incentive to avoid rocking the apple cart. Lucky, then, that Adalytics specializes in rocking apple carts. Last week, the advertising analytics firm released a report showing the continued prevalence of ads being shown on low-quality Made For Advertising (MFA) sites. MFAs became a hot-button issue in the industry in June last year when the ANA released a study showing that 15% of ad spend was being wasted on MFAs. The recent report by Adalytics, which analyzed the same brands that participated in the ANA study, calls out the names of DSPs, ad measurement and verification platforms, and major agencies that are still advertising on MFAs despite having made a series of highly publicized statements touting crackdowns against them. Adalytics also indirectly calls out trade media for amplifying these statements without independent supporting evidence, referencing reporting by Digiday, Adweek, and Campaign a total of 38 times. Analysts like the ANA and Adalytics are proving crucial for holding the industry to account and forcing the issue on transparency. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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