For the 10 years they were together, Kristen de Marco and her terrier Gracie were inseparable. De Marco brought her dog to work each day, and routinely left dinners and parties early to rush home to her; she skipped her 20th high-school reunion because Gracie was sick and none of the available hotels could accommodate a dog.
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A few years ago, advertisements for a software service named Monday.com seemed to be suddenly everywhere online. This ubiquity didn’t come cheap. An S.E.C. filing revealed that the product’s developers had spent close to a hundred and thirty million dollars on advertising in 2020 alone, which amounted to roughly eighty per cent of the company’s annual revenue.