
The deal-making in the ad tech market is continuing into the new year as The Trade Desk has announced an agreement to buy Sincera, a digital advertising data company that provides objective, actionable insights to the advertising ecosystem. With more advertisers embracing programmatic advertising on the open internet, the companies say the integration of Sincera tools with The Trade Desk’s platform will help advertisers get the clearest perspective on what they are buying.
Sincera helps advertisers understand the quality of data provided by publishers and content providers, which allows advertisers to value ad impressions more accurately. And as the number of digital advertising channels proliferates, and as the range of advertising data sources expands, The Trade Desk says those objective data insights become increasingly valuable for advertisers looking to optimize campaign investments.
“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,” says Jeff Green, CEO of 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 already been working with The Trade Desk in recent years, and its data informed the recent The Sellers and Publishers Report, which highlighted where advertising value is shifting on the premium, open internet. Now with the integration of Sincera tools with The Trade Desk, they say it will also empower publishers to provide the right range of data signals to maximize advertising demand and ad fill rates. And it will also show publishers which data signals are most highly valued by advertisers.
“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,” CEO Mike O’Sullivan says in the joint announcement. “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 once the deal closes. Financial terms of the acquisition were not disclosed. It is expected to close in the first quarter.
The Trade Desk has increasingly had a role in audio, as companies like iHeartMedia and SiriusXM Media’s Pandora Media have adopted Unified ID 2.0 — or UID2.0 — the open-source identity framework pioneered by The Trade Desk. It leverages encrypted email and phone number data to create a privacy-conscious identity standard without the need for third-party cookies.
The Trade Desk has also been working with Barometer as it developed a new brand suitability and contextual targeting engine that will use artificial intelligence to help advertisers meet their brand suitability guidelines even when placing buys programmatically.
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