Marketing

The Trade Desk intends to acquire ad data firm Sincera, marking only its second acquisition since it launched in 2009 — a rare move for a company that usually builds, not buys.  Financial terms weren’t disclosed, but when the deal closes, expected in the first quarter, Sincera’s co-founder and CEO, Mike O’Sullivan, will report directly to

TTD is doing a little M&A. On Wednesday, The Trade Desk announced its plan to buy Sincera, a startup that aggregates and supplies metadata and media telemetry data to ad tech companies. TTD declined to share a deal price. This is The Trade Desk’s second-ever public acquisition. The first was identity graph company Adbrain in

In marketing a product, success often hinges on having a clear and structured requirements-gathering process and thorough project management. Gathering business requirements ensures marketing strategies align with broader project goals and the needs of relevant stakeholders. The process is not just a preliminary step — it forms the foundation for decision-making and execution throughout the…

For many brands, performance marketing can become a crutch, warns Manu Orssaud, CMO of language app Duolingo, on this week’s episode of AdExchanger Talks. Direct response is easy to measure, which makes it very attractive. But the more that advertisers invest in DR the more they, well, invest in DR, often to the detriment of

Eight or so years ago, when Brent Jarvis joined US Wellness Meats, a beef company that operates the Grassland Beef direct-to-consumer business, the brand made a commitment to expand its reach by advertising in new channels. But it remained a small team of three without the requisite resources to produce creative and crunch data to

A Safe Bet Mohegan, the casino and resorts company, is betting on retail media with the launch of what it and its partner LiveRamp refer to as a “casino media network,” Business Insider reports. Pretty much every company with a large enough logged-in customer base and even a sliver of ad inventory has launched a

The copyright infringement trial between The New York Times and OpenAI kicked off in a federal court hearing on Tuesday. A judge listened to arguments from both parties in a motion to dismiss brought by OpenAI and its financial backer Microsoft. The New York Times — as well as The New York Daily News and

This story was originally published by sister site, Modern Retail. Last July, the period care brand Viv saw its monthly traffic spike by 400%, which “came out of nowhere,” according to Viv’s marketing and design director Kelly Donohue. After some digging, Donohue discovered that the jump in traffic was driven primarily by Google Gemini and