Arianne Larimer

The Trade Desk Opens Up Sincera Data The Trade Desk today announced the launch of OpenSincera. It is a forward-thinking move toward industry-wide transparency. By opening access to Sincera’s metadata—including insights like ads-to-content ratios and ad refresh rates—The Trade Desk is handing the entire ecosystem a powerful diagnostic tool for evaluating digital media quality. For publishers, it offers a chance to benchmark and optimize ad experiences. For advertisers, it means smarter buying decisions. And for rival AdTech vendors, the accompanying API unlocks opportunities to build value-added tools atop a shared standard. The Trade Desk's intention of this move is not just to launch a product, but to put the company at the heart of the open Internet, make it a preferred partner and strengthen the independent ecosystem. By putting transparency front and center and sharing data with competitors, The Trade Desk is positioning itself as the high ground of the open internet. Expect ripple effects across programmatic, especially among those still relying on opaque supply paths. OpenSincera could become the common language for evaluating supply quality—an open-sourced upgrade to how digital advertising works.

186

7 Comments

🎙BREAKING ⭐INTERVIEW WITH Nick Antonelli, CMO at Bread Financial👇 Bread Financial, based in Columbus, Ohio, is best known for its private-label and co-branded credit cards BUT since rebranding from Alliance Data in 2022 it has diversified into credit cards, loans, and savings products marketed under the Bread Financial name. It's a fascinating story of brand evolution and diversification in a challenging economic environment. For the latest episode of the Mintel Little Conversation podcast, I had the pleasure of sitting down with Bread Financial CMO, Nick Antonelli, who spearheaded the transformation. We went behind the scenes on a fascinating journey that would be a worthy case study at any business school. 🙏 Thank you Nick for a great conversation! 💡It’s clear that Bread Financial’s transformation has been guided by bold vision, strategic innovation, and a commitment to meeting the evolving needs of both partners and consumers. From the ambitious rebranding effort to the product diversification strategy, Bread Financial is positioning itself as a leader in the financial services space that combines an established institution with a fintech mindset. 🎥Watch the video on YouTube (recommended) or listen on Apple or Spotify or wherever you listen to podcasts. (Apple link in comments) Comperemedia #marketing #cmo #adverstising #strategy #innovation #fintech #branding https://lnkd.in/erzZX5p6

42

5 Comments

Op-Ed: Market Research Is at Risk — But Behavioral Data Is the Savior Traditional market research is on the verge of obsolescence. Survey fraud, synthetic responses, and outdated methods have eroded trust—and generative AI will finish the job. Why pay for human-written reports when LLMs can synthesize thousands of responses in seconds? But not all is lost. The real future lies in behavioral data—what people actually do, not just what they say. App usage, website visits, and location patterns offer a far more reliable picture of the consumer. Companies that own first-party behavioral data will become the power brokers of the AI age. As AI models hunger for real-world inputs to stay relevant, proprietary behavioral datasets will become the new oil—fueling training, personalization, and prediction across every industry. The value won’t be in asking better survey questions, but in knowing the customer before the question is asked. The future of market research isn’t in sample sizes or Likert scales—it’s in human behavior at scale. Firms that capture, unify, and ethically apply this data will lead. The rest will be replaced. Behavior doesn’t lie. And in the world of AI, it’s the only truth that counts.

25

Our comprehensive testing of multiple synthetic data providers against real respondents found that AI and synthetic data offer speed and efficiency but lack the emotional nuance and contextual intuition that human respondents provide. While others debate synthetic data, we tested. Get the definitive findings research leaders need here: https://hubs.li/Q03rP5h-0 #EMI #MarketResearch #DataQuality #ConsumerInsights #AI

55

2 Comments

Six-figure research budgets. Thousands of customer voices. Yet… the insights fall flat, decisions ignore the data, and strategies fail. Why? Because research literacy - the ability to truly understand and use research - is missing. In The Insight Advantage Chapter 9, I reveal how this silent barrier drains ROI and stalls innovation. Most organizations don’t just need more research — they need to get research-savvy. I share a practical Research Literacy Maturity Model and proven tools to help teams go from “Research Resistant” to “Research Transformative” — unlocking research’s full power. Ask yourself: - Is your team seeing beyond the numbers? - Are insights truly driving your strategy? If not, it’s time to build research literacy — the real competitive edge. Discover how inside Chapter 9 of my book, The Insight Advantage, available now on Flipkart & Amazon. Amazon: https://lnkd.in/gDski9mf Flipkart: https://lnkd.in/gyvSYxxM #ResearchLiteracy #Insights #MarketResearch #BusinessGrowth #TheInsightAdvantage

20

1 Comment

When you can't figure out why sales are slow, it is time to ask consumers. Great article from Maureen Ladley, addressing 3 topics: 1. When Sales (or Leasing) Slows … and You're Not Sure Why 2. When Designing a New Product or Launching a New Community 3. When Your Brand or Marketing Isn’t Converting Like It Should https://lnkd.in/gEVdVMAG

45

4 Comments

Circana's 2025 New Product Pacesetter report of 2024’s top new products dives deep into key insights that shape consumer behavior. Discover the trends, data, and strategies that can help your brand build lasting trust and drive sales: https://bit.ly/4jRAR6x

30

2025 UGA MMR INSIGHTS NIGHT: What I Learned & You Need to Know Just wrapped up UGA MMR Insights Night—and Simon Chadwick delivered 🔥 The Big Takeaway? The Maturity Model for Insights is shifting. Here’s what’s changing: (1) Insights isn’t a silo anymore Standalone research teams? Disappearing. The future is integration—marketing research, forecasting, business analytics, experience and design all under one roof. Reporting to the CFO? That’s the dream. (2) Research skills alone won’t cut it Today’s insights pros need to know the business, think strategically, and deliver consultative value. No more data dumps—your audience expects actionable intelligence. (3) Relationships = Influence Want impact? You can’t just deliver insights—you need a seat at the table. That means managing up, down, and across the org to become part of the decision-making process. (4) Why do insights teams fail? Because the business doesn’t see the value. If decision-makers don’t recognize ROI, your work gets ignored. Measuring and communicating impact isn’t optional—it’s survival. BONUS: Want to know if an insights org is thriving? Check the CEO’s stance. If they value and use insights, the team has power. If not… well, you already know the answer. And here’s a brain-stretcher: EMPATHY➡️PROVOCATION➡️ACTIVATION—Is this the path to the future of insights? Lots to unpack here… but trust me, it’s worth thinking about. Again, a big thanks to Simon Chadwick for an insight-packed night 🚀

41

8 Comments

I’m excited to share a free 25-page overview of DCI’s forthcoming 2025–26 𝑬𝒄𝒐𝒏𝒐𝒎𝒊𝒄 𝑹𝒆𝒑𝒐𝒓𝒕 𝒐𝒏 𝑷𝒉𝒂𝒓𝒎𝒂𝒄𝒆𝒖𝒕𝒊𝒄𝒂𝒍 𝑾𝒉𝒐𝒍𝒆𝒔𝒂𝒍𝒆𝒓𝒔 𝒂𝒏𝒅 𝑺𝒑𝒆𝒄𝒊𝒂𝒍𝒕𝒚 𝑫𝒊𝒔𝒕𝒓𝒊𝒃𝒖𝒕𝒐𝒓𝒔. Inside, you’ll find: 📊 Key industry trends shaping wholesalers and specialty distributors 🆕 A preview of what’s new in the 2025–26 edition 📑 Full Table of Contents 📈 Complete List of 187 Exhibits This draft overview offers an early look at the most comprehensive, fact-based analysis of the U.S. pharmaceutical distribution industry (Note: This is a pre-publication draft, so there might be some minor updates prior to publication. And please let me know if you spot any typos!)

108

8 Comments

Market research is evolving rapidly, and will bring even bigger shifts in the current and succeeding years. Synthetic data is emerging as a game-changer, helping address data quality challenges and respondent fatigue. At the same time, researchers are under growing pressure to demonstrate ROI and tie insights directly to business outcomes. With increasingly complex products and pricing models, traditional research methods need a more customized, strategic approach. Success in this new era will require embracing AI-driven solutions while ensuring research remains actionable and relevant to decision-makers. The future belongs to those who can combine technology, strategy, and insights to drive real business impact. #MarketResearch #AI #SyntheticData #BusinessImpact #FutureOfInsights

17

2 Comments

Circana's 2025 New Product Pacesetter report of 2024’s top new products dives deep into key insights that shape consumer behavior. Discover the trends, data, and strategies that can help your brand build lasting trust and drive sales: https://bit.ly/4jRAR6x

20

I have published my AI predictions for 2025 at https://lnkd.in/ekA2jSs4 The post includes five predictions, and the first one is: 1) Amazon and Google will play a bigger role in AI in 2025. The launch of ChatGPT by OpenAI caught Google and Amazon off guard, and they had to move faster than they had planned. In terms of Amazon, watch out for Amazon Nova, which was launched in December 2024. Google plans to push Gemini hard, aiming to reach 500 million users (which would overtake ChatGPT); new products include Jules (a coding assistant), NotebookLM (a note-taking tool), and Project Astra (a universal AI assistant).

35

14 Comments