TMW #162 | Wednesday Martech Briefing

Feb 14, 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 cookie deprecation hits a wall, Amazon bets big on ad partnerships, and Medallia announces AI overhaul.

Here’s the week in Martech: 

  • Google’s cookie deprecation hits a wall: An ad industry divided.
  • Amazon bets big on ad partnerships: Amazon adds Reach to its ad network.
  • Medallia announces AI overhaul: Customer experience management is ripe for AI enhancements.
  • Everything else: the UK invests in AI regulation, Adobe kills XD, UMG silences TikTok, Zuckerberg’s secret weapon, the global AI antitrust conundrum and more.

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

📰 Latest Developments

Google's cookie deprecation hits a wall. They say it never rains but it pours, and boy is it pouring over at Google HQ right now. On the same day last week, Google's third-party cookie deprecation plans were hit with a double whammy. Firstly, IAB Tech Lab, an ad industry trade group, released a scathing report on the suitability and readiness of Google's cookie-replacement solution, Privacy Sandbox. The report was a gap analysis of Privacy Sandbox across 45 advertising use cases, in which they call out deficiencies in documentation, third-party audits, industry standards and accreditations, scalability, performance, transparency, and consideration for commercial requirements. That's a helluva lot of gaps. Interestingly, IAB Tech Lab didn't invite Google into the task force that produced the report "to ensure the most candid possible conversation,” which led to Google hitting back by claiming that the report "includes dozens of fundamental errors, inaccuracies and instances of incomplete information." Adding to the deluge, the Competition and Markets Authority in the UK released a statement saying that Google "cannot proceed with third-party cookie deprecation" until it resolves the CMA's antitrust concerns, chief amongst them being that Google will use third-party cookie deprecation to reinforce the existing market dominance of its ad products and services. Cookie deprecation is becoming a complex and tangled mess, but one thing is clear: The ad industry is becoming increasingly divided on how to move forward. IAB Tech Lab | CMA

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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