The Trade Desk Acquires Sincera to Enhance Ad Quality Analysis

The acquisition aims to improve programmatic advertising by providing deeper insights into data signal quality and publisher value.

The Trade Desk has announced its acquisition of Sincera, marking only its second acquisition since its founding in 2009.
Sincera's technology analyzes the quality of data signals from publishers, enabling advertisers to better evaluate and value ad impressions.
The integration of Sincera's analytics will help The Trade Desk provide more actionable insights for both advertisers and publishers in the programmatic ecosystem.
The acquisition is intended to address increasing complexity in the ad supply chain and to combat low-quality advertising practices, such as made-for-advertising sites.
Sincera's CEO, Mike O’Sullivan, will join The Trade Desk and report directly to CEO Jeff Green, with the transaction expected to close in the first quarter of 2025.