TMW #203 | Wednesday Martech Briefing

Nov 27, 2024

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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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Regulatory collateral damage, AI ecosystems, boring AI agent tooling

Here’s the week in Martech:

Regulatory collateral damage: Marketers suffer for Big Tech regulation.
AI ecosystems: OpenAI is replicating Google’s product suite.
Boring AI agent tooling: Salesforce strives for certainty for AI agents.
Everything else: The dark horse of advertising, clean room quick-start, cookie opt-out anticipation, rethinking Martech taxonomy, and more.

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

📰 Latest Developments

Regulatory collateral damage. In a court filing last week, the U.S. Department of Justice (DOJ) called for Google to be forced to divest Chrome as a remedy to break down its illegal monopoly in search, as well as banning the company from making default agreements with mobile operating systems and hardware providers. Google has already indicated that it will not accept this fate lying down, so it may be a long time before anything concrete comes to pass, but if it is forced to sell off Chrome, it could lead to massive disruption for marketers. Chrome is tightly integrated with a range of marketing tools – including Google Ads and Google Analytics – so a divestiture would likely hurt marketers in the short term, even if it does lead to more competition over the long run. Despite the potential pain, a Chrome sell-off could at least be a good resolution to Google's third-party cookie (3PC) deprecation plans if it means that the company can't self-preference the Privacy Sandbox as an alternative to maintain its dominance in Adtech. As always, Big Tech regulation involves hard trade-offs, but marketers usually end up as collateral damage. Link

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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.