Marketing Technology

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%.

Email and TV may not be flashy, but they were critical to Black Friday and Cyber Monday: Both marketing channels may be older—but they’re far from deprecated.

Apple’s AppTrackingTransparency, Google’s cookie deprecation, and the impending threat of regulation are challenging data collection. Trust in social platforms is declining. As consumers shy from sharing information, marketers need to meet customers where they’re comfortable. That means finding creative solutions and investing in trusted platforms.

How much information is Google collecting on users? It seems even company employees don’t know, according to court documents unveiled via a class-action privacy suit.

NBCU announces Currency Council: The future of measurement is multicurrency—and the media giant continues to take a leadership role.

Nearly 90% of CMOs and senior marketing executives are planning to increase their marketing budgets in 2023, according to a recent survey by Matter Communications. The top area of investment will be public relations and social media, which over two-thirds of marketers say provided the most ROI over the past year.

Last week, Shutterstock announced a partnership with OpenAI, integrating the DALL-E 2 text-to-image AI generator into its platform.

Google loosens the reins on its clean room: Advertisers now have more freedom with how they can use Google’s first-party data for campaigns.

In-store retail media’s power isn’t dependent on personalization: That makes it significantly easier to deploy.