TMW #177 | Wednesday Martech Briefing

May 29, 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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The Walled Garden advertising vision, controlling AI-powered creative production, Google feels AI search pressure

Here’s the week in Martech:

  • The Walled Garden advertising vision: Big Tech wants to replace ad agencies.
  • Controlling AI-powered creative production: Building design software for the enterprise.
  • Google feels AI search pressure: AI Overviews is getting ads.
  • Everything else: The Privacy Sandbox goes down, challenges ahead for APRA, Walmart’s in-store ads, the CMO’s next big battle, and more.

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

📰 Latest Developments

The Walled Garden advertising vision. Advertising has always been part art, part science; a human pursuit relying on the expertise of creatives, media buyers and planners, brand custodians, and Martech specialists. That was until the Walled Gardens – the closed-off content and advertising mega-platforms – discovered that AI could consolidate and automate much of the advertising supply chain within their respective platforms. Just last week, both TikTok and Google announced new AI-powered ad features that seek to automate or eradicate chunks of the advertising industry. TikTok's Performance Automation enables advertisers to input their assets, budget, and goals, and then the AI does the rest: selecting the best creative assets, campaign timing, and targeting. The company also announced TikTok Shop Marketing Automation, which automates bidding, budgeting, ad management, and creative for products sold through TikTok Shop. Not to be outdone, Google announced a slew of new AI-powered upgrades to its ad automation tool, Performance Max, including brand-compliant image generation and natural language image editing. These tools are not being created purely to make life easier for marketers; the vision of TikTok, Google and co. is that AI will reduce brands' reliance on ad spend with creative and advertising agencies, freeing up more of their budget to spend on the media itself. As U of Digital's Myles Younger points out, most brand-side marketers don't work directly on these types of tools anyway, so the question for the Walled Gardens is this: Are you freeing up more budget for spending on ads, or are you freeing up advertising agencies to provide a better service for their clients? TikTok | Google | Brand-side marketers

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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