TMW #160 | Wednesday Martech Briefing

Jan 31, 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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Google continues to invest in link-based search, The Trade Desk and LiveRamp gain traction for alternative ID solutions, and Meta enables account unbundling in the EU.

Here’s the week in Martech: 

  • Google continues to invest in link-based search: Building AI around the edges of Google Search.
  • The Trade Desk and LiveRamp gain traction for UID2 and RampID: Adtech platforms are jockeying for position in the alternative ID battle.
  • Meta enables account unbundling in the EU: The DMA is starting to bite.
  • Everything else: Netflix is coming for live TV, Apple trades one App Store tax for another, Google's SGE search-quake, the podcast industry is shrinking, and open-sourced R&D. 

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

📰 Latest Developments

Google continues to invest in link-based search. Google has recently announced two new AI-powered features for Google Search. The first is Circle to Search, which brings multimodal search to select Android Smartphones. It allows users to circle any text, image, or video on their phone, which will then trigger a Google search. The second announcement is AI Search Assistant, a chatbot that helps brands improve their copy and generate AI images for search ads. Despite Google trialing Search Generative Experience, these two announcements highlight that they are continuing to invest in link-based Search despite the looming threat of generative AI. There is a rather large elephant in the room at Google headquarters and it's called self-cannibalization. GenAI is both an existential threat and a massive opportunity, but to fully seize the moment, Google must eat its golden goose, Search. Google’s current strategy in the face of this threat is to build AI-powered features around the fringes of its core search product rather than swallowing the golden goose whole. Circle to Search | AI Search assistant

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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