The Trade Desk has reached an agreement to acquire Sincera, a digital advertising data company known for its actionable insights. This acquisition aims to integrate Sincera’s data-driven tools into The Trade Desk’s platform, improving advertisers’ ability to assess ad impressions and optimize campaign investments.
Sincera’s expertise in providing objective data on publishers’ ad quality will enhance programmatic performance, especially as digital advertising channels like streaming TV and retail media grow. The partnership has already yielded positive results, notably in The Trade Desk’s recent report on the value of premium advertising.
Sincera’s CEO, Mike O’Sullivan, will continue leading the company post-acquisition, which is expected to close in Q1 2025. Financial details were not disclosed. The acquisition strengthens The Trade Desk’s position in the evolving digital advertising market by offering more precise insights to clients.