Episode 52 Year-end special bonus episode. Best and worst of 2023, plus predictions.
Dec 22, 2023
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Podcast hosts discuss the hottest trends of 2023, including commerce media and customized algorithm products. They analyze the shift in belief in AI algorithms and the biggest trend flop of the year. They also highlight the best public company CEOs and explore top TV ad servers and the future of television measurement. The speakers compare smell-making startups and generative AI's impact as a consumer product. They discuss the potential impact of AI on advertising and marketing and make predictions for commerce media and the year 2024.
Commerce media is a rapidly growing industry with numerous companies entering the space and developing innovative solutions.
Artificial Intelligence is becoming increasingly accessible and is expected to disrupt various industries in the future.
The hype around Non-Fungible Tokens quickly faded, revealing challenges in sustainability and market value.
Mark Zuckerberg's leadership and strategic decision-making have significantly boosted Meta's advertising business.
Synsara and Videoamp are emerging as promising companies in their respective industries.
Deep dives
Hottest Trend: Commerce Media
Commerce media, also known as retail media, has become a rapidly growing industry with over 150 retail media networks generating $125 billion in revenue. Notable examples include 7-Eleven's outreach on media network. This trend shows no signs of slowing down, with more companies entering the space and innovative solutions being developed.
Most Promising New Technology: AI
Artificial Intelligence (AI) is poised to have a significant business impact across various industries. With the rise of AI-powered solutions, companies are finding new ways to leverage this technology. AI is becoming increasingly accessible, providing advanced capabilities and driving real business results. It is expected that AI will continue to disrupt and shape the future of many sectors.
Biggest Trend Flop: NFTs
Non-Fungible Tokens (NFTs) experienced a significant downfall, with the market seeing a decline in activity and the collapse of certain NFT platforms. The hype surrounding NFTs as a marketing channel quickly faded, revealing challenges in sustainability and market value. The rapid rise and fall of NFTs made it one of the biggest trend flops of the year.
Best Public Company CEO: Mark Zuckerberg
Mark Zuckerberg, CEO of Meta (formerly Facebook), has demonstrated exceptional leadership and strategic decision-making. Despite challenges faced by the company, such as the metaverse investment backlash, he has significantly boosted Meta's advertising business, particularly with the success of Advantage Plus. Mark Zuckerberg's ability to adapt and drive growth makes him a notable CEO in the public company space.
Hottest Early Stage Startup: Synsara
Synsara, a metadata company, has emerged as a promising early stage startup. Their vision to become the metadata of the internet allows them to collect valuable and unique data from websites, providing insights for future product development. With a successful seed round and early adopters experiencing the benefits of their data, Synsara has positioned itself as a key player in the industry.
Hottest Late Stage Private Company: Videoamp
Videoamp, a company focusing on future television measurement, has secured large funding with a series G round of $150 million. Their commitment to revolutionizing measurement in television and the adoption of their solutions positions Videoamp as a front runner in shaping the future of TV advertising.
Most Promising New Technology: Privacy Sandbox and Deprecation of Cookies
The Privacy Sandbox and the deprecation of cookies are ushering in significant changes to the digital advertising ecosystem. However, the impact may not be as severe as initially expected, as companies may opt to continue using IP addresses for targeting and attribution purposes. The rollout of Privacy Sandbox initiatives may not lead to immediate disruption in 2024, but long-term changes are still anticipated.
Cringe Moment of 2023: Collapse of Silicon Valley Bank (SVB)
The near collapse of Silicon Valley Bank (SVB) had a profound impact on the startup ecosystem. Many companies relied on SVB for funding, and the potential fallout threatened the stability of numerous businesses. The uncertainty and anxiety surrounding SVB's fate made it a cringe-worthy moment for many in the industry.
Best Episodes of Marketecture Podcast: Mike Kim and Chris Kane
The podcast had several standout episodes this year. Mike Kim's episode provided valuable insights into the identity space, offering real-time perspectives and understanding. Chris Kane's episodes covered important topics like Supply Path Optimization (SPO) and multi-factor authentication (MFA), delivering in-depth knowledge and analysis.
2024 Predictions: Netflix Expanding CTV Business and Google's Future
In 2024, Netflix might make significant strides in the Connected TV (CTV) space, becoming a dominant player akin to Amazon in the retail media realm. As for Google, the possibility of a forced spin-off or a substantial reorganization remains uncertain, pending the outcomes of impending antitrust trials. Both scenarios could reshape the advertising and technology landscape.
Eric and Ari talk about the first year of the Marketecture podcast and shout outs for various trends and predictions.
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Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.
