TMW #171 | Wednesday Martech Briefing

Apr 17, 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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GDPR in the USA, Virtual influencers, Salesforce’s data domination.

Here’s the week in Martech:

  • GDPR in the USA: European consumer privacy arrives stateside.
  • Virtual influencers: TikTok is cutting out creators.
  • Salesforce’s data domination: The CRM giant is considering acquiring Informatica.
  • Everything else: Warehouse-native everything, Chase Bank’s ad network, X’s brand safety, Marketing Mix Modelling is back, and more.

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

📰 Latest Developments

GDPR in the USA. A bipartisan, bicameral group of US lawmakers has introduced wide-ranging federal legislation that will give US consumers greater control over their personal data. The American Privacy Rights Act (APRA), borrowing some of the principles of the European Union’s GDPR legislation, aims to establish a national standard for how consumers’ personal data is used. APRA would introduce a range of changes for US marketers: Companies must only collect strictly necessary data about consumers; enable consumers to access, delete, and move their data; receive explicit consent to share data with third parties; and give consumers options to opt out of data practices, including targeted advertising. The bill would also establish a national registry of data brokers, so that consumers can more easily opt out of having their data sold. For our European readers, this probably all sounds like business as usual, but it represents a major step change in the US. Although the bill would place an additional burden on marketers, this would be somewhat offset by the consolidation of the muddled patchwork of state privacy laws. Six years after it came into force in the EU, GDPR has arrived in the US, albeit unfashionably late. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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