TMW #159 | Wednesday Martech Briefing

Jan 24, 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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Welcome to James Delliquanti. Yes, we have more exciting news! Last week we announced Keanu Taylor (me!), our new researcher. This week, we are very excited to introduce our Global Head of Partnerships and Sales, James Delliquanti, who will be leading the charge as we build the Martech World Forum. Learn more about James and why he’s joining TMW.

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LiveRamp buys Habu, streaming platforms get revenge on Apple, and Salesforce’s AI washing.

Here’s the week in Martech: 

  • LiveRamp acquires Habu: Consolidation in the data clean room market.
  • Streaming platforms get revenge on Apple: Netflix, Spotify and YouTube won’t build Vision Pro apps. 
  • Salesforces AI washing: Selling ML as AI.
  • Everything else: Indeed expand their ad network, RudderStack’s warehouse-native ML, growth in mobile ad spending, Canva’s decentralized community strategy, and the allocation economy.

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

📰 Latest Developments

LiveRamp acquires Habu for $200M. Dealmaking is back, baby! Last week, LiveRamp agreed on a deal to acquire the data clean room (DCR) platform Habu. At face value, it looks like a logical purchase to bolster LiveRamp's self-positioning as a leading data collaboration platform, but how exactly do the two platforms fit together? LiveRamp's strength is in bringing together offline and online data, resolving identity and then enabling users to activate in paid media channels. Habu, on the other hand, has an extensive partner network but less capability to activate audiences that have been enriched in their DCRs. An interesting quirk of this deal is that the two platforms are both complementary and competitive. A recent report by the IDC listed LiveRamp and Habu amongst four leaders in the DCR category, meaning this deal is a significant consolidation at the top end of the market. Usually, that would make end-consumers shudder, but given DCRs are ultimately trying to compete with the walled gardens, consolidating for scale is necessary to have a fighting chance. Announcement | IDC Report | Consolidation

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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