The Trade Desk acquires Sincera

The deal will see Sincera’s tools integrated into The Trade Desk’s platform to allow advertisers to analyse data on advertising demand, ad buys and advertising fill rates, while publishers will be able to see what data signals are most highly valued by advertisers.

Mike O’Sullivan, co-founder and chief executive officer at Sincera, will report to The Trade Desk founder and chief executive Jeff Green and will be based in New York.

The acquisition is subject to customary closing conditions and is expected to close in the first quarter of 2025. 

Green 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.”

O’Sullivan added: “Sincera has become the go-to resource for advertisers and publishers looking for objective data on advertising value.

“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.”