TMW #179 | Wednesday Martech Briefing

Jun 12, 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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Format wars, SAP feels the AI pressure, integrated trust intelligence

Here’s the week in Martech:

  • Format wars: The data lakehouse battle heats up.
  • SAP feels the AI pressure: Even the golden oldies of Martech must invest in AI. 
  • Integrated trust intelligence: OneTrust and the IAB partner up.
  • Everything else: Apple’s obstructive AI layer, Reddit turns on the Sprinklr, Instagram tests unskippable ads, composability is a spectrum, and more.

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

📰 Latest Developments

Format wars. Last week, the data lakehouse platform Databricks agreed a deal to acquire Tabular, a data management platform. What gives this deal some intrigue is that the platforms are based on competing open-source data table formats: Databricks uses Delta Lake, and Tabular is built on Apache Iceberg, which its co-founders created. Although both are designed for reliable and high-performance processing of large analytics datasets, they are incompatible; consequently, as part of the deal, the two companies will work with respective open-source communities to create a common standard for interoperability between the two formats, a process that Databricks started with the release of Delta Lake UniForm in 2023. The influence that the deal will give Databricks over the two dominant open-source formats raises questions about neutrality, but if the company achieves its stated interoperability goal, it will be a boon for marketers. Gone will be the days of replicating data into different formats for different AI and analytics use cases, plus marketers will be freer to choose analytics tooling knowing that most will work with at least one of the two formats. Competing data lakehouses Snowflake and Cloudera – which reportedly both bid for Tabular – may not be so enamored by the news, as the deal gives Databricks more control over the future of interoperability between Iceberg and Delta Lake, along with a leg up in the data lakehouse format wars. Link | History of Apache Iceberg and Delta Lake

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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