Trade Desk acquires digital advtg data firm Sincera

Mike O’Sullivan, Co-founder and CEO, Sincera will report directly to Jeff Green, Founder and CEO, The Trade Desk

by e4m Staff
Published: Jan 16, 2025 10:49 AM | 2 min read

The Trade Desk has announced a definitive agreement for the acquisition of Sincera, a digital advertising data company.

The integration of Sincera tools with The Trade Desk’s platform will help advertisers get the clearest perspective on what they are buying.

“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,” said Jeff Green, Founder and CEO, The Trade Desk. “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 has become the go-to resource for advertisers and publishers looking for objective data on advertising value. We have retained that objectivity by ensuring our focus on being an expert data company, rather than a data provider,” said Mike O’Sullivan, Co-founder and CEO, Sincera.
“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 fueled by a transparent and fair marketplace based on objective data.”

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.