TMW #186 | Wednesday Martech Briefing

Jul 31, 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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Surveillance pricing is a privacy risk, what’s so special about AI search? Industry-specific CDPs

Here’s the week in Martech: 

  • Surveillance pricing is a privacy risk: The FTC is investigating the practice.
  • What’s 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 ‘free,’ SaaS pricing is increasingly untethered from reality, and more.

 đŸ‘‡ Here’s everything you’ve missed in marketing and tech this week.


📰 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 – including the CDP Bloomreach – that advertise the ability to use AI to set prices at an individual consumer level based on that consumer’s behavior and characteristics. The FTC’s concern is that surveillance pricing – which often uses a consumer’s location, search, shopping history, and device information – will put consumers’ privacy at risk and that “firms could be exploiting this vast trove of personal information to charge people higher prices.” 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.

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