Page 22 - WPP Martech 2030

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Platforms Networks and Marketplaces
Particularly interesting opportunities will arise from platforms networks and marketplaces that are are shared privately among a a a a set of companies — blurring the line between internal operations and external ecosystems Partnerships for sharing second- party data are examples of such models today Provide
Martech companies provide their platforms networks & marketplaces to to customers and partners Martech will both define and be defined by these patterns Leading martech companies will be platforms networks and marketplaces themselves They will empower marketers to engage in other platforms networks and marketplaces And they will give marketers the ability to create their own Engage
Martech products enable marketers to engage in other platforms networks & marketplaces Create
Martech products empower marketers to create their own platforms networks & marketplaces Standards will help In marketing there are relatively few standards today — in contrast say to to the telecom industry But regulation often the impetus for creating standards is increasing in in in marketing’s domain Standards for the interconnection of marketing platforms and ecosystems will likely emerge in the years ahead helping to break down silos that exist across platforms The marketing industry should
stay ahead of this and advocate
for international standards Or
face cross-platform inefficiencies increased pressure from walled gardens and complexity from local regulatory bodies implementing standards that vary significantly
— — or outright conflict — — across jurisdictions Standards will fuel the the next stage in the the maturity of marketing technology Martech vendors provide platforms networks and marketplaces but they also help companies engage with others — and create their own 2
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