Despite all the martech products available today, custom software is alive and well. About 60% of US and UK marketers told Mailjet they have built their own marketing technology and another 20% have a project under way. Home-grown systems are harder to use but the cost of switching keeps many companies locked in. Click here for a summary and here for tons of interesting detail on pros and cons of each option.
A study for the California Attorney General (download here) estimated compliance with the California Consumer Privacy Act (CCPA) could cost as much as $55 billion. It’s a headline-grabbing figure although probably much too high: a key assumption is that almost 75% of California businesses have lists of more than 50,000 consumers. Think about the small businesses you know and how many are likely to have a list that large. Still, it helps to remind businesses that CCDPA is coming in January.
The search for scale is really a quest for independence from Facebook, Google, and Amazon. Connected TV is another escape path offered by many players. One is Wurl, which just launched AdPool, a marketplace for video producers to sell their connected TV inventories. The scale is there: connected TV now accounts for half of all video ad impressions, according to this Extreme Reach study.
Unauthorized training data isn’t an existential threat to generative AI but it’s certainly a headache for users and developers alike. Most developers are trying to exclude materials that creators have explicitly labeled as unauthorized and citing “fair use” as justification for copying everything else. Getty Images has taken an opposite approach, building its gen AI tool only on materials that are explicitly licensed. It’s possible that tracing the provenance of training data will become a standard, similar to how organic food producers trace the origins of their ingredients.