TMW #169 | Wednesday Martech Briefing

Apr 3, 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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Democratizing the content supply chain, Adobe adds DCP to CDP, Amazon fights ad transparency

Here’s the week in Martech:

  • Democratizing the content supply chain: Adobe’s AI-powered flywheel.
  • Adobe adds DCP to CDP: Data collaboration goes mainstream.
  • Amazon fights ad transparency: EU overturns ad library suspension.
  • Everything else: Discord caves on ads, contextual advertising with Meta, walled garden attribution inflation, the sins of the third-party cookie, and more.

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

📰 Latest Developments

Democratizing the content supply chain. We know that Big Martech vendors are constantly looking to add platforms and capabilities that create network effects for their existing tech. It's much rarer to see them introduce new tech that completely relocates the center of their flywheel, but that appears to be what Adobe is doing. During last week's Adobe Summit, the digital experience giants announced a slew of new products and features across their suite, including releasing more details about GenStudio, the AI-powered content factory that it first previewed in September last year. Integrating closely with Adobe’s Creative and Experience clouds, GenStudio allows non-technical users to leverage AI to manage the entire content supply chain from planning and production through to activation and measurement. This not only sets a blueprint for how Martech vendors can use AI to tie together their products more snugly, but also illustrates Adobe's clear push towards democratizing the content supply chain by putting more power into the hands of non-technical marketers. Adobe is essentially moving in the opposite direction to their slick competitor Canva, who recently acquired the technical design platform Affinity, thereby extending their user base from untrained knowledge workers to experienced designers. Adobe's failed acquisition of Figma signaled their intention to move towards enabling unskilled design; GenStudio, along with the continued development of Firefly, follows through on that intention. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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