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With the shift to a greater reliance on first party data due to privacy pressures from regulators, and the need to extract maximum juice from advertising budgets thanks to pressure from the C-Suite, Australia’s marketers have been on a years long CDP “bender”. Now buyers have a new tool in the purchasing arsenal – the first ever Gartner Magic Quadrant for CDPs which rates providers on their ability to execute and the completeness of their vision. But Gartner’s leaders list is very different to the reality on the ground in Australia, where Tealium and Segment have the most customers. Instead Salesforce, which is probably under indexed locally, along with Tealium, Treasure Data and Adobe occupy the most expensive real estate on the Magic quadrant monopoly board – the Leaders quadrant. Sitecore however has not passed go, and did not collect two hundred dollars. It doesn’t feature in the report at all. Meanwhile, Gartner thinks the CDP bender may have already peaked.

Some media companies are feeling the heat on what they describe as a tightening advertising market, particularly linear TV. But there’s a very different story coming out of investor briefings in recent weeks at some of the world’s biggest brands. Many are increasing their advertising and promotion and much bigger overall marketing budgets. Some of these listed CFOs and CEOs apparently agree with marketing’s brand building champions – at least at face value. L’Oreal’s overall advertising and promotion budgets, for example, pumped 11 per cent in 2023. Unilever, Diageo, Kellogg’s, Gucci, Mondelez, Ford and big insurance companies all told investors they’re upping advertising and marketing budgets. But Brian Wieser, a long-time US-based equities analyst who founded Madison and Wall thinks most are piling into performance for short-term hits that “helps them justify their existence for another year”. Long or short, they are unmistakably pulling further away from the zero-based budgeting ethos that saw Kraft Heinz “explode”. Ironically, the big walled gardens now hoovering up all that increased investment from brands are now looking seriously at zero-based budgeting, per Wieser, with potential fallout for media’s supply chain.