TMW #173 | Wednesday Martech Briefing
Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.
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Google delays cookie plans again, ‘Pay or okay’ – a new social media model, AI killed the influence star
Here’s the week in Martech:
- Salesforce’s Zero Copy network. Warehouse-native is the future of Martech.
- Rewarding authentication. Incentivizing first-party identity.
- Banking on ads. Every bank is an ad network.
- Everything else: TikTok’s algorithm is not for sale, Photoshop adds image generation, consent syndication, the man who killed Google Search, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
Salesforce's Zero Copy network. According to reports, Salesforce has been unable to strike a deal for the data management company Informatica, although the attempted acquisition makes even more sense in light of the announcement last week of Salesforce's Zero Copy Partner Network. The network is essentially a list of cloud data platforms that offer bi-directional, zero copy integrations with Salesforce Data Cloud, along with systems integrators that can put this tech in place. This is a statement of intent from Salesforce: they see the future Martech stack being composable, with the data warehouse and Data Cloud at the heart of it all. The attempt to acquire Informatica – which offers tools for data management, cataloguing, observability, and governance – is not only tied to the desire for better data to feed Einstein AI, but also a recognition that if the data warehouse is the center of the Martech stack of the future, it needs tooling to ensure that the data within it is of requisite quality and structure to be effectively used via a zero copy integration with Salesforce Data Cloud. Being the monolithic platform that it is, Salesforce naturally believes that this tooling should sit within its ecosystem, hence the attempted Informatica deal. Zero Copy Partner Network | Informatica Deal
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Stay Curious,
Keanu Taylor
Make sense of marketing technology.
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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.