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Good morning, Marketers, and if there was any question, the future looks bright if you’re in the marketing ops profession.
Global marketing ops pro at AWS Darrell Alfonso has shared his projections of how the field will evolve next year. More responsibilities, more opportunities to impact your organization. Hopefully, this also means more leadership roles, promotions and recognition for marketing ops.
There are many important business functions that touch marketing ops, and arguably there’s no bigger priority than data privacy. Compliance is crucial for every touchpoint in a complex automated campaign.
All of these moving parts also give the advantage to integrated systems, and we see in the acquisition by Microsoft of AT&T’s Xandr platform an effort to provide access to media and audience intelligence in an open system with many partners, but at the end of the day, one that won’t expose marketers to privacy compliance or brand safety issues.
Quote of the day: “Google’s antitrust case gives [Microsoft] some hope that they can be the next big adtech player, especially if Google is forced to divest some adtech assets.” Shiv Gupta, Managing Partner, U of Digital