TMW #155 | Wednesday Martech Briefing

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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AWS is moving to define the Martech industry, the SEO heist, and Adalytics exposes Google’s brand safety problems (again)

Here’s the week in Martech: 

• AWS is moving to define the Martech industry: With their new competency program
• The SEO heist: Why we shouldn’t try to hack SEO with generative AI
• Porn, bestiality, and brand safety: Adalytics exposes Google Search Partners (again)
• Everything else: More AI in the stack, invalid traffic, capturing the anti-generative AI position in marketing, the composability hub, ad fraud and automation, and Walmart’s “Romcommerce” TV series. 

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

AWS is moving to define the Martech industry. The newly launched Martech Competency Certification program by AWS is a masterstroke in partner ecosystem strategy, and a telling signal for how much AWS wants to wade into the waters of building Adtech and Martech solutions for the cloud. The certification aims to define marketing technologies that meet set criteria for integration and interoperability with AWS, and works as a marketplace offering for AWS customers to find technologies that meet that criteria. Already, there are a ton of Martech solutions such as Acquia, ActionIQ, Adobe, Amperity, Twilio Segment, Tealium and mParticle. Given that AWS is building its own CDP offering to capture market share in the bigger shift towards first-party data for advertising, the competency program is just another layer of promotion and demand generation for marketing technologies. Link  

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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.