TMW #184 | Wednesday Martech Briefing
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The collapsing data supply chain, the AI hype bubble is about to burst, the EU’s AI countdown starts now
Here’s the week in Martech:
- The collapsing data supply chain: CDPs are getting squeezed at both ends.
- The AI hype bubble is about to burst: And that’s a good thing.
- The EU’s AI countdown starts now: AI regulation now has dates.
- Everything else: Adtech is consolidating for survival, pseudonymous profiles have rights, TikTok pre-empts DMA action, and migrating Martech is a habit.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
The collapsing data supply chain. I like to think of first-party data-based marketing as a data supply chain: The first link is the cloud infrastructure, the second link is data orchestration, and the third link is the activation platforms. For many brands, the data orchestration is done by a CDP, but that approach is increasingly being challenged by customer engagement platforms (CEPs) – one of the platforms at the end of the chain – integrating vertically with cloud data lakehouses and rolling out CDP-like features. There were two examples of this last week. Firstly, MessageGears announced that it will integrate with Snowflake’s Cortex AI models, enabling its users to create generative email and SMS content based on customer attributes stored in Snowflake. Secondly, Braze1 announced the Braze Data Platform, which is primarily a repackaging of its existing CDP-like functionalities: Data unification, zero-copy data warehouse integrations, and the orchestration of data to downstream systems. By adopting warehouse-native architectures and rolling out typical CDP features, CEPs are diminishing the need for brands to have a CDP. Given that data lakehouses are also increasingly rolling out CDP-like features – think AWS or Databricks’ identity resolution features2 – CDPs are under pressure from both ends of a collapsing data supply chain. Braze Data Platform | MessageGears
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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.