Tracksuit acquires Hall to scale brand tracking with AI

The news: Tracksuit has acquired Sydney-based startup Hall to integrate the platform’s AI capabilities, allowing customers to see how their brands appear across major artificial intelligence platforms and how that visibility changes over time.

The context: Tracksuit stated that the deal aims to help marketers understand how their brand is perceived across both AI and human audiences. The platform combines Hall’s AI visibility with Tracksuit’s human consumer insights, giving marketers the holistic view required to effectively manage brand health across all modern channels.

Founded in 2021 and led by chief executive officer Connor Archbold, Tracksuit is a brand tracking platform that helps companies worldwide measure and prove the value of marketing campaigns. It currently operates across Australia, New Zealand, US, Canada, UK and Europe.

What they said: “In an AI-enabled world, brand has become one of the last remaining defensible assets for marketers. Tracksuit’s north star is to bring brand data into every boardroom with the world’s most accessible and marketer-friendly brand tracker,” Tracksuit chief marketing officer Tom Mansfield said.