TMW #188 | Wednesday Martech Briefing

Aug 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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Social commerce’s final form, the brand safety mafia, UID2 has reached critical mass

Here’s the week in Martech:

Social commerce's final form: Amazon gets in on social commerce.
The brand safety mafia: Another bad week for brand safety.
UID2 has reached critical mass: The Trade Desk has given up on the open web.
Everything else: Apple's ad blocker soft launch, AI CGI, universal data platforms, how AI is used in coding, and more.

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

📰 Latest Developments

Social commerce's final form. Amazon last week announced new integrations with TikTok and Pinterest that allow users of the two social media platforms to purchase Amazon products directly from their social feeds. This is a continuation of Amazon's efforts to take advantage of the growing social commerce trend: The company already has in-app shopping integrations with Facebook, Instagram, and Snapchat. There is a trade-off here given that many of these social media platforms already have their own in-app shopping marketplaces. They are giving up the opportunity to own the end-to-end social commerce process – and the data captured as part of that – in return for two things: Firstly, they hope that Amazon's gargantuan product range will entice more people to buy products directly via social media, thereby conditioning users towards social commerce; secondly, by integrating Amazon checkout directly into social media platforms, users don't need to leave these platforms to make a purchase. The social media platforms know that they are the gatekeepers in this equation, so they are moving consumers towards social commerce's final form: A never-ending feed of content and ads that drives product discovery coupled with an effortless, integrated checkout process that keeps users on the platform regardless of which marketplace they are buying from. 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.