California, USA – The Trade Desk has announced a definitive agreement to acquire Sincera, a digital advertising data company known for delivering objective and actionable insights to the advertising ecosystem.
Sincera has been a trusted partner of The Trade Desk in recent years, providing advertisers with tools to assess the quality of data from publishers and content providers. By enabling more accurate valuation of ad impressions, Sincera’s objective insights have become essential for optimising campaign investments as digital advertising channels and data sources continue to expand.
With this acquisition, Sincera’s tools will integrate into The Trade Desk’s platform, giving advertisers clearer insights into their purchases. It will also help publishers optimise data signals to boost advertising demand and fill rates, highlighting which signals are most valued by advertisers.
“In recent years, the digital advertising landscape has expanded rapidly with the emergence of new channels such as streaming TV, digital audio, and retail media. Sincera has done an amazing job of serving this expanding ecosystem with the right data that can improve performance for all participants in the ad tech supply chain,” Jeff Green, founder and CEO of The Trade Desk, said.
“With this acquisition, we will scale the impact of Sincera in a way that will upgrade programmatic performance for everyone, and especially the quality of data signals that advertisers get from publishers,” Green added.
As part of the acquisition, Sincera co-founder and CEO Mike O’Sullivan will report directly to Jeff Green. The deal is subject to customary closing conditions and is expected to finalise in the first quarter of 2025.
Commenting on the acquisition, O’Sullivan said, “Sincera has become the go-to resource for advertisers and publishers looking for objective data on advertising value. We have retained that objectivity by ensuring our focus on being an expert data company, rather than a data provider.”
“We’re excited to bring our perspective and insights to The Trade Desk. We have a shared belief that trust and growth in the programmatic ecosystem will be fuelled by a transparent and fair marketplace based on objective data,” he added.
