Before you get too excited about the growth of martech, check out this Ketchum survey finding that consumers have grown less enchanted with technology. For example, 72% of consumers said in 2019 that tech has had a positive impact on work, compared with 64% in 2021. Large majorities were in favor of tighter regulation and breaking up the biggest tech companies. One exception: concern about privacy actually fell from 66% to 55%.
Global martech spending in 2021 is around $344.8 billion, according to this estimate from Martech Alliance. The figure isn’t a surprise but it’s still impressive. There’s lots more in the report, including a cameo appearance by CDP as the fourth-most commonly planned martech investment in the next 12 months (28% of respondents).
If you don’t like Ketchum’s results, feel free to quote this survey from American Marketing Association-New York, which found the exact opposite: favorable attitudes rose for things like personalized ads (from 35% in 2019 to 54% in 2021) and smart speakers (from 44% to 74%). They did agree that privacy concerns have dropped a bit. One red flag: just 24% of marketers felt they needed consent to share data with other companies, compared with 47% of consumers.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.