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The world leader in advertising technology Business counter announced a definitive agreement to acquire Sincera, a leading digital advertising data company that provides objective and actionable insights into the advertising ecosystem.
“Sincera has become the go-to resource for advertisers and publishers looking for objective data on ad value. We have maintained this objectivity by focusing on being an expert data company, not a data provider.
Sincera helps advertisers understand the quality of data provided by publishers and content providers, allowing advertisers to more accurately price ad impressions. As the number of digital advertising channels increases and the range of ad data sources expands, Sincera’s objective data insights become increasingly valuable to advertisers looking to optimize campaign investments.
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As more advertisers embrace programmatic advertising on the open internet, the integration of Sincera’s tools with The Trade Desk’s leading platform will help advertisers gain the clearest view of what they are buying. It will also allow publishers to provide the right range of data signals to maximize ad demand and ad fill rates. With this acquisition, The Trade Desk platform will show publishers which data signals advertisers value most.
“In recent years, the field of digital advertising has expanded rapidly with the emergence of new channels such as streaming television, digital audio and retail media. Sincera has done an amazing job serving this growing ecosystem with the right data that can improve the performance of all participants in the ad tech supply chain,” said Jeff Green, founder and CEO of The Trade Desk. “With this acquisition, we will expand Sincera’s impact in a way that improves programmatic performance for everyone, and in particular the quality of the data signals that advertisers receive from publishers.”
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Sincera has been a key business partner of The Trade Desk in recent years. Indeed, Sincera’s data informed The Trade Desk’s recent The Sellers and Publishers Report, which highlighted where advertising value is moving on the premium, open Internet.
“Sincera has become the go-to resource for advertisers and publishers looking for objective data on ad value. We’ve maintained this objectivity by focusing on being an expert data company rather than a data provider,” said Mike O’Sullivan, co-founder and CEO, Sincera. “We are excited to bring our perspective and insights to The Trade Desk. We share the belief that trust and growth in the programmatic ecosystem will be supported by a transparent and fair market based on objective data.”
Based in New York, O’Sullivan will report directly to Green. The financial terms of the acquisition were not disclosed. The acquisition is subject to customary closing conditions and is expected to close in the first quarter of 2025.
