The Trade Desk to acquire Sincera to boost digital advertising insights

The Trade Desk, a global leader in advertising technology, has announced a definitive agreement to acquire Sincera, a prominent digital advertising data company known for its objective, actionable insights within the advertising ecosystem. This strategic acquisition aims to enhance The Trade Desk's platform by incorporating Sincera’s data-driven insights, which help advertisers accurately assess ad impressions and optimize their campaign investments.

Sincera’s services have become increasingly vital as the digital advertising space expands with new channels such as streaming TV, digital audio, and retail media. The company's ability to provide objective data on the quality of data from publishers and content providers has enabled advertisers to make more informed decisions. As more advertisers adopt programmatic advertising, the integration of Sincera’s tools with The Trade Desk’s platform will provide a clearer view of ad purchases and improve overall programmatic performance.

Jeff Green, Founder and CEO of The Trade Desk, highlighted the importance of this acquisition, noting that Sincera has been instrumental in providing critical data to advertisers and publishers, especially as the digital advertising landscape diversifies. He emphasized that the acquisition will further improve programmatic performance by providing enhanced data signals to advertisers and publishers.

The partnership between Sincera and The Trade Desk has already proven successful, with Sincera’s data playing a key role in The Trade Desk’s recent The Sellers and Publishers Report, which analyzed the shifting value of advertising in the premium open internet space.

Mike O’Sullivan, Co-founder and CEO of Sincera, expressed enthusiasm about the collaboration, emphasizing that both companies share a commitment to transparency and the belief that a fair and transparent marketplace, driven by objective data, will foster trust and growth within the programmatic ecosystem.

O’Sullivan will continue to lead Sincera from its New York office and will report directly to Green post-acquisition. The financial terms of the deal were not disclosed, and the acquisition is expected to close in the first quarter of 2025, pending customary closing conditions.

This acquisition marks another step for The Trade Desk in strengthening its position in the ever-evolving digital advertising landscape by offering more precise data insights to its clients, ultimately enhancing the programmatic advertising experience for all stakeholders involved.