Good morning, we had a big week last week. 

Our Discover MarTech virtual event was a hit. The 30+ sessions were jam packed, and as usual, Scott Brinker brought it home with the launch of the 2020 Marketing Technology Landscape. (If you haven’t seen it yet, the 8,000 martech solutions are something to behold.)

We’re going to be covering a number of the sessions on MarTech Today this week, and you can visit the Discover MarTech hub to browse all the presentations and watch them on-demand. For now, here’s a quick wrap of Scott’s keynotes: 

Day one was all about decentralization. Before the pandemic, MOPs teams spent their time balancing centralizing efforts for scale while maintaining decentralized processes for agility, according to Scott. But now, with the dramatic shifts that have had to happen in record time, decentralization is gaining more traction

“It’s been really fascinating to see how companies that had the ability to decentralize could adapt to this new environment,” said Scott. 

On day two, Scott’s keynote offered up what we’ve all been waiting for: The 2020 Marketing Technology Landscape. This year’s iconic image with its 8,000 martech logos included a whole new visual treatment. “I think this is becoming more art,” said Scott. One thing this year’s landscape has that’s totally new? An interactive component: www.martech5000.com

Scott also gave us a sneak peek at a few of this year’s Stackie Awards entries, showing off visual representations of martech stacks from USPS, Sargento and more. The 2020 Stackie Awards deadline has been extended to September 18 — and instead of naming five winners, we’re going to be naming a total of ten this year. Submit your entry now

In his latest MarTech Today Soapbox column, digital ad veteran and AlmondNet CEO Roy Shkedi questions whether or not ad tech data could help in the fight against COVID-19? “Maybe through innovation and industry efforts such data could somehow be used to provide contact tracing in a privacy-friendly manner,” ponders Roy. 

Keep scrolling to find out more about Amazon Web Services’ new data flow tool and an ad verification feature from Flashtalking. 

Amy Gesenhues, 
Senior Editor

 
 
 
MarTech Minute
 

A data flow tool from a major player and ad verification automation gets a boost

AMAZON DATA FLOW. Amazon Web Services has launched Amazon AppFlow, a data transfer platform to automate data flow back and forth between AWS and SaaS applications. The solution is positioned as a low-code tool that will help administrators integrate platforms without, as Amazon states, “waiting months for IT to finish integration projects.” The data is encrypted and data transfers can be scheduled, set as a response to business events, or on demand. At launch, Amazon AppFlow supported Amazon S3 cloud platform and 13 other SaaS applications, including Salesforce, Zendesk and ServiceNow — the company says it plans to support “hundreds more” as it further develops the platform. 

Why we care: Getting our data platforms to speak to one another is a top challenge among martech groups. With so many companies already on AWS’ platform, this release is a welcome tool for all the MOPs teams that are searching for a quick fix when it comes to integrations. And, not needing to bring the IT group into the project helps ease the process. Of course, this is only a boon for those already part of the Amazon Web Services ecosystem — unless you’re currently considering transferring to AWS, then this will likely be a key selling point. Just make sure the platforms it supports are the ones you’re looking to connect to. 

IN A FLASH. Ad management platform Flashtalking has added a new ad verification feature to its platform: Verification Trafficking Automation. The feature is a result of the company’s partnership program launched last year that made it possible to integrate the likes of DoubleVerify, Moat, Protected Media and Cheq verification tools into Flashtalking’s solutoin. According to the announcement, the new verification automation feature will automate the tag wrapping process — meaning advertisers will not have to manually send tags to their verification partners to create wrapped tags for trafficking. 

Why we care: It’s difficult enough to track ad fraud, let alone know when it’s even happening, that’s why these ad verification platforms are so necessary. But utilizing them effectively can be time-consuming. We are all looking for ways to maximize our efforts without cutting corners and any tool that can automate something as cumbersome as “tag wrapping” is a step in the right direction.

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Walmart’s Brand New CMO Reports To The Chief Customer Officer: Why It Matters – Forbes

Google mulls slashing marketing budgets in half, hiring freezes for H2 – Marketing Dive

The good, better and best of cloud and SaaS growth – TechCrunch

AI and the Year Ahead: What Now? – CMS Wire

Apple, Google update coronavirus contact tracing tech ahead of launch – Reuters

AWS Announces General Availability of Amazon Augmented Artificial Intelligence – Amazon Press

Connect people across the entire organization through communities in Microsoft Teams – Microsoft