Martech’s share of total marketing budgets fell from 29% to 26% in Gartner’s latest CMO Spend Survey. Gartner doubts this signals a long-term decline but does note that CMO’s struggle to manage martech. They recommend hiring “martech generalists” to help meet changing demands and creating a plan to address skills gaps.

Start-up Osano is tackling a different privacy challenge: helping consumers and businesses know which companies have good privacy practices. They’ve measured practices of more than 7,000 companies and share the results with businesses and consumers. They also offer a consent management tool. Osano was founded in 2018 and has $3 mlilion in seed funding.

Lytics has launched Cloud Connect, which lets users create SQL queries to extract an audience from a cloud database and send it to an ad network.  They describe it as a “freemium” product but don’t get too excited: the free version connects just one warehouse to one ad network.