Global Advertising Technology Leader The Trade Desk Strengthens Platform with Acquisition of Sincera, a Pioneering Digital Advertising Data Company
The Trade Desk, a global powerhouse in advertising technology, has unveiled a definitive agreement to acquire Sincera, a cutting-edge digital advertising data company. Sincera is renowned for providing actionable, objective insights that empower advertisers across the ecosystem.
Sincera specializes in helping advertisers assess the quality of data supplied by publishers and content providers. This enables brands to value ad impressions more accurately. As the digital advertising landscape continues to grow, with an ever-expanding array of channels and data sources, Sincera’s data-driven insights become increasingly critical for advertisers seeking to maximize the efficiency and performance of their campaigns.
As more advertisers move towards programmatic advertising on the open internet, the integration of Sincera’s tools into The Trade Desk’s powerful platform will provide a clearer, more precise view of advertising investments. This collaboration will also empower publishers to offer data signals that drive higher demand and improve ad fill rates. The Trade Desk’s platform will gain new capabilities, helping publishers understand which data signals are most valuable to advertisers.
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Transforming the Digital Advertising Landscape with Data Transparency
“The digital advertising landscape has seen exponential growth in recent years, driven by the emergence of new channels such as streaming TV, digital audio, and retail media,” said Jeff Green, Founder and CEO of The Trade Desk. “Sincera has excelled at serving this rapidly expanding ecosystem, delivering the right data that enhances performance across the ad tech supply chain. By acquiring Sincera, we aim to scale the impact of their insights, improving programmatic advertising for everyone, especially in terms of the quality of data signals that advertisers receive from publishers.”
Building a Fair and Transparent Marketplace for Data-Driven Growth
“Sincera has become the trusted go-to resource for advertisers and publishers who need objective data on advertising value,” said Mike O’Sullivan, Co-founder and CEO of Sincera. “We’ve preserved our focus on being an expert data company, not just a data provider. We are excited to bring our insights and expertise to The Trade Desk, as we share a strong belief that the future of programmatic advertising will be defined by a transparent and fair marketplace rooted in objective data.”
This acquisition strengthens The Trade Desk’s position as a leader in programmatic advertising, equipping advertisers and publishers with the tools they need to thrive in an increasingly complex digital ecosystem. By integrating Sincera’s objective insights, The Trade Desk is poised to deliver even greater value to the global advertising community.