Marketing Technology

The tech industry is hurting—even Apple is expected to report a year-over-year revenue decline this week. Valuations are tumbling. Layoffs abound, and venture capital deal value is down. “People are not buying into the hype as much, and [these new technologies are] really going to start to be applied in useful ways for marketers,” said our analyst Yory Wurmser.

B2B marketers became more focused on data during the pandemic when in-person events—a classic way of collecting first-party leads—ceased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

There’s a lot of noise surrounding customer data platforms (CDPs). Yet even with all the buzz, more than one-third of brands with a deployed CDP say they deliver little to no value. Atlassian shared what it learned while improving campaign awareness and strengthening customer acquisition, loyalty, and advocacy.

AI is already here—creating marketing copy, generating images, even writing an ad for Ryan Reynolds’ company. Here are five charts to help you mull over the advantages of AI. A word of caution: We expect progress to be slow if resources and budgets continue to be tight.

President Biden urges regulators to move fast on Big Tech reforms: He called for a ban on targeting ads to minors and reforms to the controversial Section 230.

After postponing it a couple of times, Google has confirmed it will deprecate Chrome cookies once and for all in 2024. Are you ready? Here’s what you need to know to navigate this new world, including how to talk to internal and external partners, a rundown on identity solutions, and why you need to start now.

New California and Virginia laws kick off a big year for privacy regulations: Oddly enough, marketers could benefit from federal regulation to solve the problem.

We look at 2022’s biggest tech flexes that changed the landscape of business or left us scratching our heads. The year saw Tesla’s CEO buying Twitter, Google exiting games, Amazon bringing back the dead, and TikTok expanding into various other segments.

AI sensation ChatGPT isn’t just a leap forward in generative AI technology. It’s part of a trend that at least one marketing technology (martech) expert thinks will shape marketing in 2023.

Privacy is the top challenge of data clean rooms, cited by nearly half of marketers and publishers worldwide who use them, per Lotame. For 41% of marketers and 37% of publishers, the tech is too expensive. Other concerns include issues with emails, scale, and partner overlap.

Amazon provides a promising sign for the future of clean rooms: Its Web Services clean room is a bet that the tech will please regulators and advertisers.

B2B marketers seek the best bang for the buck: Professionals plan to spend more on technology but will focus on tools that can deliver tangible impacts on marketing goals.

As the data privacy landscape shifts, it’s become increasingly difficult for retailers to collect and manage customer data.

Fragmented data and disconnected data sets across channels continue to complicate marketers’ ability to accurately target consumers. In this video, Neustar’s Ryan Engle, vice president, identity solutions, explains why identity resolution is essential to modern data strategies.

Ransomware resulted in massive email outage: Rackspace blames a ransomware attack for shutting off its hosted exchange hosting service. An SEC filing anticipating lost revenue could signal loss of customer data.

Meta succeeds against US regulators but takes a major blow in the EU: Meta insists that news isn’t part of its business model, but its pivot to Reels hits a major roadblock.

Programmatic could be publishers’ Achilles heel next year: A new study finds that 53% of marketers expect to spend less on programmatic ads in ‘23.

New technologies and expectations are changing the way businesses build relationships with customers. Learn how you can navigate today’s uncharted waters by focusing on the major marketing trends identified by Salesforce’s latest “State of Marketing” report.

Google Topics, the company’s alternative to third-party cookies, saw a 71% year-over-year increase in testing by marketers and publishers worldwide as of September, the strongest growth among the identity solutions evaluated by Lotame. Testing of authenticated, email-based solutions increased by 67%.