target audience: TECH SUPPLIER Publication date: Dec 2022 - Document type: Market Perspective - Doc Document number: # US49937522
AWS for Advertising and Marketing: Will Infrastructure Finally Eat MadTech?
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Abstract
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."