MarTech Podcast ™ // Marketing + Technology = Business Growth MarTech Industry Predictions
11 snips
Mar 1, 2024 
Erik Huberman, CEO of Hawke Media, predicts 2024 martech trends - focus shifts to growth over profitability, consumer trust in established companies, and success factors for martech industry. Key topics include AI impact, publisher monetization challenges, data deprecation, and privacy concerns in marketing.
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MarTech Is Full Of Widgets Not Companies
- The current MarTech wave is dominated by feature widgets not full companies.
- Erik Huberman explains many startups build narrow optimizers (e.g., real-time Meta ad tweaks) that lack scale or expansion potential.
Publisher Data Value Grows But Ads Don't Convert
- Publishers face monetization decline even as their first-party data grows more valuable.
- Huberman says ads on publishers' sites don't convert well so brands still prefer Google/Meta despite better publisher data post-cookie deprecation.
Shift Budgets Back To Proven Channels
- Re-focus spend on proven channels during market rebalancing rather than chasing new shiny tech.
- Huberman's trend report showed January shifts: CPCs rose on TikTok/Pinterest while Google/Microsoft/Facebook CPCs fell and email transaction rates increased.