The European Union’s Digital Markets Act (DMA), aimed to curbing the market power of the biggest tech companies, came into force earlier this week. Google announced several product changes to comply, including making it easier to find shopping comparison sites, offering more search engine and browser choices for Android phones; and adding new consent options. Most changes will only apply to users within the EU.
Location data raises plenty of privacy issues but Placer.ai sidesteps them by selling aggregated traffic information. They have just expanded their partnership with retail analytics giant dunnhumby, which will use the information to build a unified picture of in-store and out-of-store customer journeys.
Google isn’t the only company making changes in response to DMA. TikTok has launched a Data Portability API allowing registered developers to request permission to transfer user data and has improved the functionality of its Download Your Data tool for personal and business users. TikTok will also create a web form for business users to provide feedback on DMA-related features.
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.