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).
Data clean rooms let media companies connect their audience data with advertisers’ own information in a privacy-safe way. The latest clean room operator is Disney Media and Entertainment Distribution, which owns ABC, ESPN, Hulu, eight TV stations, and more. They’re relying on technology from Habu, InfoSum, and Snowflake.
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%.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.