The Trade Desk launches Deal Desk to improve transparency
Global adtech platform The Trade Desk has announced the launch of Deal Desk, a new component of its Kokai platform that aims to bring greater visibility and accountability to private marketplace (PMP) deals – direct, pre-negotiated programmatic deals between advertisers and publishers or aggregators.
The AI-powered tool introduces a Deal Quality Score, giving advertisers insight into how each deal performs in terms of value, pacing and inventory quality. It also highlights premium alternatives across open marketplaces when deals underdeliver.
Advertisers can now assess whether their deals are contributing to campaign goals or if better options exist elsewhere, while publishers can view the same score and receive recommendations to help improve performance. The tool also automates deal activation and introduces built-in mechanisms for expansion or cancellation when delivery issues arise.
'The Trade Desk is committed to improving the supply chain for digital advertising on the open internet, and improving deal performance is a vital element of this work,' said Will Doherty, SVP, Inventory Development, The Trade Desk. 'Deals have not kept pace with advances in AI and transparency that savvy media buyers and sellers have come to expect. Deal Desk represents a long overdue innovation for our industry and will help advance the strategic relationships between advertisers and their premium publisher partners.'
While PMPs still account for a large share of programmatic spend, many lack visibility into performance metrics — a gap Deal Desk aims to fill. The platform also supports advertisers shifting towards biddable activation, where deals are made available in real-time auctions rather than fixed contracts.
Initial publishers who have adopted Deal Desk for their private marketplace deals include industry leaders such as Disney.
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VISIT WEBSITE Qualtrics is an all-in-one customer experience solution provider, offering website & app feedback tools for organisations to collect customer feedback efficiently. Its digital experience analytics capabilities combined with DXA integrations, bring together verbal and behavioural data for in-depth analysis of user feedback. VISIT WEBSITE HubSpot is a one-stop marketing platform, providing customer feedback software under its Service Hub offerings. Its pre-built APIs include net promote score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys, allowing marketers to strengthen their customer loyalty strategy. VISIT WEBSITE Medallia is a comprehensive platform, enabling marketers to capture feedback from all customer touch points. Some of its popular feedback management software capabilities include Sense360 for analysing consumer spending, Medallia Video to automatically extract meaningful insights from customer's feedbacks and Agile Research for creating branded surveys in real-time. VISIT WEBSITE Zeotap lets brands integrate, unify, segment and orchestrate customer data, fostering a cookieless future. It offers a 'Non-Customer Entity Data' feature that helps marketers to integrate both customer and non-customer entity data. VISIT WEBSITE Twilio provides, Twilio Segment, an AI-powered CDP, enabling marketers to streamline their personalised customer engagement journeys. It brings together clean, consented customer data for real-time insights with 450+ pre-built connectors. VISIT WEBSITE Syntasa provides data-ready CDP capabilities, equipping marketers with essential tools to prepare their customer data. It offers real-time sentiment analytics capabilities, helping enterprises derive behavioural insights from unified user profiles to foster hyper-personalised experiences. VISIT WEBSITE SAP is a company-wide customer data management platform, helping marketers improve engagement, conversion, and retention. It offers a genAI-powered data model, enabling enterprises to unify their B2B and B2C customers' profiles to reach their personalisation goals. VISIT WEBSITE Oracle is a global database management company, providing CDP solutions, under its flagship product: Oracle Unity. Its AI-powered models enable marketers to create hyper-personsalised campaigns with predictive insights by streamlining real-time customer data from heterogeneous sources. VISIT WEBSITE Growthloop is a composable CDP platform, allowing marketing and sales team to action their data at scale. It offers GrowthLoop Audience Builder, enabling marketers to initiate their lead generation functions. VISIT WEBSITE Adobe Experience Cloud offers a real-time CDP, letting users create high-value audience segments for B2C and B2B use cases across their marketing funnel. It follows a cookieless marketing approach to automatically unify customer data across various online and offline channels in real-time. VISIT WEBSITE ActionIQ is a composable CDP platform that offers audience segmentation, acquisition marketing, and Customer 360 capabilities. It integrates analytical tools, enabling marketers to collect and analyse their first-party customer data at scale. VISIT WEBSITE Zoho CRM leverages automation and comprehensive analytics to empower any sales team, fostering stronger customer loyalty. Ideal for both small businesses and enterprises, this software enables enhanced productivity and tailored solutions through predictive intelligence. VISIT WEBSITE Zendesk offers Zendesk Sell, an easy-to-deploy CRM platform that is simple to deploy and navigate, catering to businesses of any scale. Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities. VISIT WEBSITE SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI. VISIT WEBSITE Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes. VISIT WEBSITE Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion. VISIT WEBSITE Oracle NetSuite CRM, a component of Oracle's business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team. VISIT WEBSITE Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis. VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
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4 days ago
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Middle East CMOs embrace innovation and AI in new report
The report highlights a fundamental shift in how marketing is defined, with the role of the CMO is no longer limited to creativity alone. The Marketing Society, in collaboration with global advertising technology leader The Trade Desk, has released a new report examining how marketing innovation is being redefined by top Chief Marketing Officers (CMOs) across the Middle East. Titled Leading the Innovation Conversation: How to Be a Pioneering Changemaker, the report captures the perspectives of leading brand executives navigating the challenges of modern marketing while striving for innovation and long-term brand value. The findings point to a major shift in the role of marketing leaders. Once focused predominantly on creativity, the position of the CMO now requires fluency in data, emerging technologies, and business strategy. With digital transformation accelerating and consumer expectations rising, the report finds that innovation is no longer optional—it's essential. CMOs across the region agree that while the core purpose of marketing remains intact, the methods and tools used are evolving quickly. Artificial Intelligence plays a central role in this transformation. Every CMO featured in the report is already exploring AI in areas such as content generation, workflow automation, and data-driven decision-making. While most leaders admit that their organisations are still in the early stages of adoption, they recognise AI's potential to deliver highly personalised messaging that enhances customer engagement and strengthens brand loyalty. Commenting on the findings, Terry Kane, Managing Director MENA at The Trade Desk, said: 'This report underscores that the future of marketing innovation lies at the intersection of data, technology and creativity. Marketers have a unique opportunity to embrace this shift and become even smarter leaders, especially in a region like MENA – where digital transformation is moving at pace and the appetite for innovation is high.' The report also distills key themes shaping the future of marketing in the region. It stresses the importance of intentional innovation rooted in customer insight, internal alignment to enable new strategies, partnerships built on mutual respect, and data-informed decisions about brand presence. Ultimately, it argues for a hybrid approach to marketing—equal parts analytical and creative—with a clear understanding that modern marketing must deliver business outcomes. Alasdair Hall-Jones, Global Director at The Marketing Society, added: 'The Marketing Society is about creating the space for marketers to discuss all these issues and more. We hope this report inspires marketers to drive meaningful change in their business. More than that, we hope it's the start of a continuing conversation.' Contributors to the report include prominent regional marketing leaders such as Her Excellency Nouf Mohamed Al-Boushelaibi, former Executive Director of Strategic Marketing at Abu Dhabi's Department of Culture and Tourism; Charles Awad, Chief Brand Officer at Majid Al Futtaim – Holding; Steve Chantry, Chief Growth Officer for West and East Emerging Markets at Kraft Heinz; George Paige, Global Head of Brand at Etihad Airways; and Aimee Peters, Regional Head of Brand, Partnerships and B2B Marketing at HSBC MENAT. Their collective insights provide a snapshot of a marketing industry in transition—embracing the possibilities of AI and technology, while remaining anchored in the enduring power of purposeful storytelling and strategic leadership.
