Good morning, and it’s not 1996 any more.

You probably knew that already. It really feels like 2020, doesn’t it? But the reason I flash back 24 years is that the widely reported subpoenas issued by the Senate Commerce Committee to the CEOs of Facebook, Google and Twitter are set to trigger a debate about a section of a 1996 law, the Communications Decency Act.

To be specific, a debate about Section 230, where the 104th Congress gave a golden gift to the Internet mega-platforms of the future: “No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.” That was eight years before Facebook was founded, but to this day allows Mark Zuckerberg to take the position that Facebook — despite publishing countless stories from other publishers, as well as original content, monetized by an advertising model — is not a publisher.

It’s the duck that walks and talks like a duck, but is nevertheless not a duck.

How serious the debate will be, who knows? But it’s a timely one: the platforms have failed time and again to take responsibility for egregious content; they may end up facing liability instead.

Kim Davis
Editorial Director, MarTech Today


A route through the MarTech agenda

With the MarTech conference kicking off tomorrow, comprising almost 80 sessions spread over three days, here are some ideas of how to approach the agenda:

• Marketing stacks. Plenty of sessions on where marketing stacks are headed and how to get the best out of them. “The Beauty Of The Beast: How To Optimize Your Monstrous Martech Stack,” presented by Helen Abramova of Verizon and Matthew Gomez of Walden University stands out, but there are a string of sessions on the present and future stack: see Tony Byrne of Real Story Group on “Future-Proofing Your Martech Stack.”
• Multiple sessions. Other topics featured in multiple sessions include CDPs, content experience and analytics, data rights and privacy, digital transformation, email marketing, SEO and AI.
• The keynotes. Don’t miss Scott Brinker’s future-of-martech predictions on day one, Brian Solis of Salesforce on Generation Novel on day two, and the Stackie Awards on day 3.
• MarTech Live. Wrap up each day with live conversation and audience participation. Day one: “ A Technologist’s Guide To Hacking Virtual Event Production.” Day two: “Professional & Personnel Pipelines: How To Truly Diversify Your Staff.” Day three: “Learnings From MarTech.”
• Plus hang out with your fellow attendees, and MarTech Today editors, in the Networking Lounge.

Full information and free registration here.


Webinar--Essential Data Connectivity: IT Hacks for Your Martech Stack

With over 8,000 martech tools in Scott Brinker’s landscape, harnessing data for business can be a challenge. But there are some key ways you can maximize resources between marketing and IT teams to leverage insights for better marketing and business outcomes. Join this webinar and learn how to build partnerships between Marketing and IT teams to manage martech tools and connect martech data to reporting tools for improved real-time insights.

RSVP Today »

Customer Journey

Why journey mapping is important for companies with multiple brands

Customer journey mapping is a key part of many marketing strategies, and it holds added value for companies that have multiple brands.

“There is keen interest on how a customer moves from one brand to another,” said Pat Maigler, Senior Manager of Marketing Strategy and operations at Williams-Sonoma, in a recent MarTech Live session. “It all starts with data and there is a lot of data to get from a lot of sources.”

Companies with multiple brands should look at trends, especially the particular order of brands a customer journey follows. Are they entering through lower priced brands? Does entrance come from brands with larger promotion and advertising budgets? Have customer journey trends changed since the COVID outbreak?

Traditional customer journey mapping often focused on major lifestyle milestone events like marriage, birth of a child and relocation. These indicators are still very important, but there are now countless more entry points to brand journeys, and an increase in non-linear lifestyles. Rather than limit your customer journey mapping by making predictable assumptions, look at where your customers actually are, and the needs they’re expressing.

Read more here.


TransUnion to acquire Tru Optik

TransUnion, a global information and insights company, has acquired the identity resolution company Tru Optik. Tru Optik provides identity resolution for streaming media channels, based on a graph of more than 80 million U.S. households. 

This graph provides household-level identity, targeting and measurement across connected gaming consoles, TV, smart smart speakers and other connected devices. TruOptik’s DMP has seen growth over 600% YOY. 

Why we care. With this acquisition, TransUnion is preparing for the future of addressability beyond third-party cookies.


TOMORROW: Attend MarTech online for free

Join us Tuesday through Thursday, October 6-8, for 80+ tactic-rich sessions, empowering keynotes, virtual networking, and more… all for free. What are you waiting for?

Register now »

Quote of the Day

“What’s the best way to keep my database clean? By only letting in good data to begin with.” Darrell Alfonso, Amazon.