TMW #163 | Wednesday Martech Briefing

Feb 21, 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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OpenAI shatters the video supply chain, Lotame and the rise of the DCP, and streaming is consolidating fast

Here’s the week in Martech: 

  • OpenAI shatters the video production supply chain: Creatives just got superpowers.
  • Lotame and the rise of the DCP: Data Collaboration Platforms are picking up the cookie crumbs.
  • Streaming is consolidating fast: Joint ventures, layoffs, and left-field acquisitions.
  • Everything else: EU to fine Apple €500M over music streaming access, TikTok really doesn't want the DMA or DSA, Google's response to the IAB Tech Lab, and who killed Twitter?

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

📰 Latest Developments

OpenAI shatters the video production supply chain. Wow. If you’ve seen the demos, you’ll know what I’m talking about. Last week, the ChatGPT creator announced its text-to-video generator, Sora, along with a series of demo videos ranging from photorealistic depictions of people and nature, to 3D-animated cartoons and surrealism. Although Sora is not publicly available yet, it’s only a matter of time until this technology is in the hands of creatives and non-creatives alike. For creatives, this thought must be terrifying. There is a massive amount of skill and expertise involved in the creative supply chain to produce a video – ideation, storyboarding, casting, acting, videography, editing, CGI, and much more – and Sora has consolidated this into a mere prompt window. This isn't the end of the creative industry though. The reason creative agencies exist is because they can think differently to their clients and express their ideas with clarity; these skills will remain crucial when using AI to generate video assets. Who are the best people to orchestrate the mise-en-scène or describe how the protagonist should look? Creatives with video production experience. The only difference is that what used to take weeks will soon only take minutes, allowing creatives to experiment more wildly without the fear of wasted time and effort. This could have a serious impact on the business model of advertising agencies, but the best creatives will lean into their strengths to continue doing what they already did… Just at light speed. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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