TMW #192 | Wednesday Martech Briefing

Sep 11, 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’s Adtech trial begins, the two sides of freemium, another Salesforce pivot

Here’s the week in Martech:

Google's Adtech trial begins: Plus, more Adtech antitrust trouble in the UK.
The two sides of freemium: Product-led growth or entrenchment-by-stealth?
Another Salesforce pivot: The CRM giant changes focus yet again.
Everything else: Google’s Search D-Day, CVENT makes a Splash, preparing for the Android Privacy Sandbox, and marketing has a perception problem.

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

📰 Latest Developments

Google's Adtech trial begins. In soccer, a hattrick – when a player scores three goals – is a sight to behold, unless it has been scored by an opposition player. In Google's case, this could soon become reality: After being found guilty in antitrust lawsuits against Google Play and Google Search, the company could concede an unwanted hattrick if it loses in the US Justice Department's (DOJ) antitrust case against its dominance in Adtech, which kicked off on Monday. Kicking the proverbial dog while it’s down, the UK's Competitions and Markets Authority last week issued a statement of objections accusing Google of breaking local competition law by favoring its own Adtech services in the open-display advertising market. The DOJ estimates that Google's total share of the entire Adtech market is somewhere between 40% and 90%, which has led to a situation where Google can artificially squeeze advertisers and publishers, the latter to within an inch of their lives. If Google loses this latest antitrust case, then there is every chance of a breakup that would force the company to divest one or more components of its Adtech ecosystem. DOJ Adtech Trial | CMA

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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