Observed Signal · Dec 15, 2022 · Trend Analysis · Source: CMSWire · Impact: 3/5 · Sentiment: Neutral
Martech Strategy Trends for 2023: First-Party Data and Clean Rooms
This CMSWire article outlines key trends shaping martech strategy for 2023, based on insights from Twilio Segment, Gartner, and Redpoint Global. As the industry heads toward a cookieless future, experts emphasize the urgent need for first-party data strategies, noting that 81% of businesses still depend on third-party cookies. Gartner's Benjamin Bloom discusses the divergence of martech and adtech, the rise of behavioral and contextual targeting, and the growing importance of programmatic segment-based advertising (PSBA) and data clean rooms. The article also highlights structural changes needed on CMO teams, including treating the martech stack as a product, fostering fusion teams, and addressing skills shortages (64% of martech leaders report lacking technical skills). Redpoint's Ian Clayton stresses that building brand equity through responsible data stewardship will be key to consumer trust. Overall, the piece advises marketers to collaborate closely with IT and leverage emerging technologies like identity resolution and retail media networks.
Provides strategic insights and predictions for martech in 2023, covering first-party data, clean rooms, and PSBA, which are relevant for AdTech planning but not breaking news.
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Key Takeaways & Evidence Grounding
- 81% of businesses are still dependent on third-party cookies, according to Twilio's state of customer engagement report.
- 57% of respondents to Gartner's 2022 Martech survey use a formal martech roadmap.
- 64% of martech leaders agree their team lacks technical skills and receives insufficient support.
- Gartner predicts a rise in programmatic segment-based advertising (PSBA) targeting approaches in 2023.
- Data clean rooms and identity resolution are highlighted as key technologies for cookieless advertising.
Connected Companies & Entities
3 Entities mapped“Katrina Wong, vice president of marketing for Twilio Segment, said marketing teams best prepare for a cookieless future by implementing the ...”
“Benjamin Bloom, vice president and analyst in the Gartner marketing practice, advised marketing teams to embrace the idea that martech and a...”
“Ian Clayton, chief product officer at Redpoint Global, said to differentiate in a cookieless world, it will be the companies that prioritize...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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