TMW #186 | Wednesday Martech Briefing
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Surveillance pricing is a privacy risk, whatâs so special about AI search? Industry-specific CDPs
Hereâs the week in Martech:
- Surveillance pricing is a privacy risk: The FTC is investigating the practice.
- Whatâs so special about AI search? What SearchGPT means for marketers.
- Industry-specific CDPs: CDPs are going vertical in search of revenue.
- Everything else: Free llamas, some CDPs are no longer Martech, redefining the word âfree,â SaaS pricing is increasingly untethered from reality, and more.
đ Hereâs everything youâve missed in marketing and tech this week.
đ° Latest Developments
Surveillance pricing is a privacy risk. The U.S. Federal Trade Commission (FTC) has launched an investigation into surveillance pricing, requesting information from eight companies â including the CDP Bloomreach â that advertise the ability to use AI to set prices at an individual consumer level based on that consumerâs behavior and characteristics. The FTCâs concern is that surveillance pricing â which often uses a consumerâs location, search, shopping history, and device information â will put consumersâ privacy at risk and that âfirms could be exploiting this vast trove of personal information to charge people higher prices.â Although personalized pricing is broadly legal in the U.S., it does pose a privacy risk for companies that employ it, which will only be heightened if the American Privacy Rights Act (APRA) is one day signed into law. The California Consumer Privacy Act (CCPA) and the current draft of the APRA would likely both consider it a breach for a brand to individualize its pricing, based on personal identifiable information (PII) its collected without notifying the data subject; given that IP address is considered PII, this could put most location-based pricing at risk. Discriminatory pricing based on shady data collection could soon be a thing of the past. Link
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Stay Curious,
Keanu Taylor
Make sense of marketing technology.
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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.