Scott Brinker's annual Martech for 2026 report (127 pages, free and ungated, published December 2, 2025). Seven topics: SaaS and AI realities in martech, three types of AI agents in marketing, context engineering and data sources, deterministic vs. non-deterministic automation, "vibe coding" applications in marketing, Factory vs. Laboratory management approaches, and Value Engineering in Marketing Ops 3.0.
CDP-relevant findings:
- Composable CDP share projected to double from ~5% to ~12% between 2024 and 2026, driven by warehouse-native architectures; composable architectures becoming the dominant paradigm
- Custom/homegrown solutions growing from 10% to 15–20% of B2B martech stacks as teams build micro-apps on shared data layers
- Mid-market growth: enterprise CDP demand flattening; mid-market expansion now accounts for the majority of net-new CDP growth; combined CDP+CEP revenues rising from ~$15B (2024) to ~$22B (2026)
- Treasure Data interview: "The Future of AI and CDPs in Marketing" — AI decisioning capabilities increasingly embedded in CDP platforms
- Intuit Mailchimp chapter: "AI and the Mid-Market Marketing Revolution" — marketing-led mid-market organizations as primary adoption wave for composable/AI-enabled tools
Report scope notes: Annual report produced with 7 disclosed industry sponsors. Content reviewed as independent editorial; statistics and projections are Brinker's own analysis. Suitable as supporting evidence for OC-048 (archetype.marketing-led-mid-market-composable) and mid-market CDP adoption trend claims.