TMW Special Edition | Three Trajectories for 2024: Part 3

Jan 14, 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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Three Trajectories for 2024: Part 3

Happy New Year! And welcome back to our special edition over the holiday break: Three Trajectories for 2024. You can check out the first two editions here:

Here’s part three: Cloud companies will try and fail to get into Martech

I’ve written at length this year about the ideas that dominated customer data infrastructure; that is, the movement towards “composability” and the emerging importance of cloud data platforms like AWS, Snowflake, Azure, and Google Cloud Platform in the marketing and advertising domain. 

And we also saw some interesting developments in 2023, such as the announcement of the AWS identity resolution technology, which is a shift towards AWS competition directly with pre-existing CDPs that heavily use AWS’ cloud infrastructure. 

Google also announced their CDP-like first-party data consolidation tooling to integrate with their own ad network. Snowflake has been curiously quiet about any bespoke tooling, and has instead focused on their ecosystem of Martech apps that integrate directly with the cloud. But it does offer the ability to build a data clean room on top of their data infrastructure; a critical piece in the data sharing economy. 

But what I’m anticipating is that these companies will continue to build Martech-adjacent products and features covering customer data management, identity resolution, analytics and attribution, and even cross-channel activation; there’s enough in 2023 to substantiate even more investment in 2024.

And it’s not altogether a bad thing. These ideas all should be further explored; after all, the cloud is increasingly becoming the hub of marketing and advertising data, and it gives marketers a theoretical ability to tap into deeper customer insights, transactional and product data. But I still think that there’s a good chance these skirmishes end up quietly failing. 

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Juan Mendoza

Juan Mendoza is an expert in researching global media, marketing, data, and technology trends. He is the CEO of The Martech Weekly, a media and research brand with subscribers in over 65 countries.

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