TMW #181 | Wednesday Martech Briefing
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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Synthetic research, SMS marketing gets a makeover, good night, Oracle Advertising
Here’s the week in Martech:
- The Cannes Festival of Martechno-politics: Power games in the French sun.
- Big Tech is leaving the EU behind: Regulation is starting to bite.
- The Amazon Ads Walled Garden is complete: Introducing cookie-less ad targeting.
- Everything else: social media is changing for children, lowering competition for ads, CDPs continue to mutate, and big progress on MFAs.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
The Cannes Festival of Martechno-politics. If you've been under a rock for the last week or so, here are some of the major headlines from Cannes: OpenAI believes AI development should be a shared responsibility; TikTok avoids talking about its potential U.S. ban; Elon Musk and X come crawling back to advertisers. Given those headlines, you'd be forgiven for forgetting that Cannes is The Festival of Creativity. That a creative marketing-focused festival has been hijacked by technology and platforms is hardly surprising: Marketing and technology have been deeply intertwined since the early days of the internet. The challenge for the marketing industry is that the politics of technology is increasingly driving the agenda and discourse. Rather than talking about creativity or innovation, we are talking about elaborate regulatory capture (OpenAI), geopolitical chess (TikTok), and groveling billionaires (X). Another theme of this edition of Cannes was the noticeable presence of the investment community, who were on the hunt for Martech deals. According to Digiday, financiers were looking for deals that maintain audience addressability, establish a presence in emerging formats, or represent geographic landgrabs. None of those deal drivers or the major news stories coming out of the south of France are about innovation or creativity; Cannes is now a festival of Martechno-politics. Cannes Wrap Up | X
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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.