TMW #199 | Wednesday Martech Briefing
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Warehouse-native media activation, starting vendor lock-in early, Ireland gets tough on social media
Here’s the week in Martech:
- Warehouse-native media activation: Adtech converges on the data warehouse.
- Starting vendor lock-in early: Salesforce continues to move downmarket.
- Ireland gets tough on social media: More EU regulation of content moderation.
- Everything else: Microsoft joins the AI agent party, Google disables popular ad blockers, Claude computer use, the illusion of data democratization, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
Warehouse-native media activation. Last week, the composable CDP Hightouch released Hightouch for Connected TV (CTV), which gives users the ability to build audiences, activate them across CTV DSPs (e.g. The Trade Desk, Amazon Advertising) and OEM platforms (e.g. Roku Advertising, Samsung Ads), and measure their performance. Hightouch positions this new feature as "bringing your media platforms to your data," as it gives users a marketeer-friendly visual audience builder to orchestrate data directly from the data warehouse across CTV endpoints. This is more proof of the status of the data warehouse as not only the center of the Martech stack, but increasingly, the Adtech stack as well. As first-party data becomes incrementally important as an identifier for digital advertising, the data warehouse – where first-party data tends to live for enterprise brands – will become the engine driving digital advertising, with warehouse-native data orchestration tools like CDPs and Data Collaboration Platforms acting as the conduit to activation endpoints. Hightouch positions Hightouch for CTV as something of an integration layer that solves the data challenge caused by the unique integration methods and identifiers used across the CTV landscape. Welcome to warehouse-native media activation. Link
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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.