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Martech’s portion of the marketing budget is set to rise from 19% this year to 22.7% in next year, 31.7% in five years, according to the CMO Survey. This despite 54.9% seeing less payoff from martech use than expected. While almost 80% of companies use martech, it’s surprising that around 45% of marketing activities are martech free (are spreadsheets martech?).

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While the CMO survey reports expectations of modest martech budget increases, marketing executives surveyed by Merkle are bullish about overall marketing budget hikes. This is based on an optimistic economic outlook (86% think that the economy will improve over the next 6-12 months). They are also seeing increased revenues (only 13% said revenue was flat or in decline).

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ABM platform Demandbase highlights the increasing importance of B2B influencers (experts rather than celebrities) in reaching B2B buyers. It also says the days of manual ads are over with programmatic increasingly capable of reaching target accounts and audiences. Cross-channel campaigns are seen as critical, especially those leveraging LinkedIn and CTV.

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Quora is enhancing its B2B advertising capabilities through a strategic partnership with B2B data platform Bombora. B2B targeting parameters (e.g. industry or company size) plus ABM targeting will help sellers reach buyers in the context of Quora’s question-and-answer content. The integration is already live for Quora advertisers.

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Humans are good at creating low-quality websites but genAI leaves them in the dust. Advertisers hoping to avoid junk websites can now turn to DoubleVerify, which has launched a GenAI Website Avoidance & Detection solution. Currently it can only monitor English-language content but there are plans to expand.

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Maybe the U.S. government will ban TikTok and maybe it won’t. In the meantime, the company continues to strengthen its ad business. Latest move is joining Nielsen ONE audience engagement monitoring, which gives advertisers one screen to compare TikTok performance with digital, linear TV, CTV and other channels.

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A federal appeals court has upheld the law that will soon ban TikTok in the U.S. unless its Chinese owner, Byte, sells its stake. TikTok has since moved for a temporary stop on the law to allow appropriate time for Supreme Court review. Members of TikTok’s vast creator community are beginning to redirect followers to platforms like Instagram and YouTube.

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Retail media is about retailers selling ads like publishers, so you might think that publishers could tap into retail media budgets with no special effort. Not so. Adtech platform Perion is helping publishers to execute retail media-style campaigns by serving ads near store locations with dynamic, product-specific messages and real-time pricing updates.

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Composable CDPs aren’t the only systems that can use enterprise data without copying it into a separate database. At last week’s re:invent conference, AWS announced Amazon SageMaker Unified Studio will let customers access and manage enterprise data across data lakes and warehouses as well as applications. Also, SageMaker’s Zero ETL feature will run analytics directly on data within warehouses and lakes.

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Two huge US data brokers, Mobilewalla Inc. and Gravy Analytics, have just been served with bans from the Federal Trade Commission (FTC) for their collection and sale of consumer location data. While not household names to consumers, they process billions of units of data which they’ve sold without consent. In the case of Mobilewalla, one of the largest data brokers in the world, the FTC says they tracked profiles from 1.6 billion devices across more than 35 countries and then sold it to third parties. Gravy Analytics, via a subsidiary,... Read More >

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Two US government agencies are recommending citizens consider using encrypted communications apps in the wake of one of the largest intelligence compromises in the country’s history. Companies including AT&T, Verizon and Lumen Technologies were hacked prior to the election by what is believed to have been China, though it denies involvement. The breach included access to mass call records, metadata, and phone calls. The FBI and Cybersecurity and Infrastructure Security Agency (CISA) don’t know how long it will take to fix, so those wanting privacy should act.

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Vietnam’s Law on Personal Data Protection (PDP) passed with 94% approval. The regulation has been expedited to go live July 1 to provide robust regulation of data use. Vietnam’s Standing Committee has recommended amendments to reinforce guidelines on international data transfers and to establish a national database to share data resources.

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