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AWS for Advertising and Marketing: Will Infrastructure Finally Eat MadTech?

Publisher IDC
Published Dec 19, 2022
Length 5 Pages
SKU # IDC17570077

Description

AWS for Advertising and Marketing: Will Infrastructure Finally Eat MadTech?

This IDC Market Perspective highlights the importance of AWS for Advertising and Marketing. AWS for Advertising and Marketing is a major development that will reshape the industry. By democratizing distributed data management and AI and analytics and driving its capabilities further up the stack, AWS will require SaaS vendors to rapidly evolve their value propositions. Differentiators related to speed, scale, transparency, measurability, integrations, data management, and AI and analytics are on the fast track to becoming commodities."In three years, ad and marketing tech stacks may look very different than they do today with infrastructure inexorably eating away at data and analytics value propositions, and full stack cloud applications no longer needed in favor of lighterweight engagement engines," said Gerry Murray, director, Marketing Technology Automation research at IDC. "AWS may never fully enter the applications business, but the depth and breadth of the company's services and tooling will continually encroach on value propositions up the stack. Nevertheless, all market players must now look three years ahead and aggressively evolve their value propositions."

Please Note: Extended description available upon request.

Table of Contents

5 Pages
Executive Snapshot
New Market Developments and Dynamics
Advice for Adtech and Martech Suppliers
Build from the Data Layer Up
Ad Intelligence and Measurement
Learn More
Related Research
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