Global advertising technology company The Trade Desk is acquiring Sincera, a digital advertising data company that provides insights to the advertising ecosystem.
This is one of a few acquisitions The Trade Desk has made in its 16-year history; the company acquired marketing insights firm AdBrain in 2017, with AdExchanger reporting that a third deal happened in between then and now, but the name of the company was never disclosed and remains unknown.
The Trade Desk founder and CEO, Jeff Green, said in recent years, the digital advertising landscape has expanded rapidly with the emergence of new channels such as streaming TV, digital audio and retail media.
"Sincera has done an amazing job of serving this expanding ecosystem with the right data that can improve performance for all participants in the ad tech supply chain,” he 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.”
Sincera co-founder and CEO, Mike O’Sullivan, said the company is excited to bring its perspective and insights to The Trade Desk.
'We have a shared belief that trust and growth in the programmatic ecosystem will be fueled by a transparent and fair marketplace based on objective data," he said.
Based in New York, O’Sullivan will report directly to Green. 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.
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