The Trade Desk Announces Agreement to Acquire Sincera
The Trade Desk (Nasdaq: TTD) announced a definitive agreement to acquire Sincera, a digital advertising data company specializing in providing objective insights for the advertising ecosystem. The acquisition aims to help advertisers better understand publisher data quality and optimize ad impression valuation.
Sincera's integration with The Trade Desk's platform will enhance advertisers' perspective on their purchases and help publishers optimize their data signals to maximize advertising demand. The company's tools will show publishers which data signals are most valued by advertisers, particularly important as digital advertising channels expand into streaming TV, digital audio, and retail media.
The acquisition, led by Sincera's Co-founder and CEO Mike O'Sullivan who will report to TTD's CEO Jeff Green, is expected to close in Q1 2025. Financial terms were not disclosed.
The Trade Desk (Nasdaq: TTD) ha annunciato un accordo definitivo per acquisire Sincera, un'azienda di dati per la pubblicità digitale specializzata nella fornitura di approfondimenti oggettivi per l'ecosistema pubblicitario. L'acquisizione mira ad aiutare gli inserzionisti a comprendere meglio la qualità dei dati dei publisher e ottimizzare la valutazione delle impressioni pubblicitarie.
L'integrazione di Sincera con la piattaforma di The Trade Desk migliorerà la prospettiva degli inserzionisti sui propri acquisti e aiuterà i publisher a ottimizzare i loro segnali di dati per massimizzare la domanda pubblicitaria. Gli strumenti dell'azienda mostreranno ai publisher quali segnali di dati sono più apprezzati dagli inserzionisti, particolarmente importante poiché i canali di pubblicità digitale si espandono in TV in streaming, audio digitale e media retail.
L'acquisizione, guidata dal co-fondatore e CEO di Sincera, Mike O'Sullivan, che riporterà al CEO di TTD, Jeff Green, è prevista per la chiusura nel primo trimestre del 2025. I termini finanziari non sono stati divulgati.
The Trade Desk (Nasdaq: TTD) anunció un acuerdo definitivo para adquirir Sincera, una empresa de datos de publicidad digital especializada en proporcionar información objetiva para el ecosistema publicitario. La adquisición tiene como objetivo ayudar a los anunciantes a comprender mejor la calidad de los datos de los editores y optimizar la valorización de las impresiones publicitarias.
La integración de Sincera con la plataforma de The Trade Desk mejorará la perspectiva de los anunciantes sobre sus compras y ayudará a los editores a optimizar sus señales de datos para maximizar la demanda publicitaria. Las herramientas de la empresa mostrarán a los editores qué señales de datos son más valoradas por los anunciantes, lo que es particularmente importante a medida que los canales de publicidad digital se expanden a la televisión en streaming, audio digital y medios de retail.
La adquisición, liderada por el cofundador y CEO de Sincera, Mike O'Sullivan, quien informará al CEO de TTD, Jeff Green, se espera que se cierre en el primer trimestre de 2025. No se divulgaron los términos financieros.
The Trade Desk (Nasdaq: TTD)는 Sincera, 디지털 광고 데이터 회사와의 인수를 위한 최종 계약을 발표했습니다. Sincera는 광고 생태계를 위한 객관적인 통찰력을 제공하는 데 전문화되어 있습니다. 이 인수는 광고주가 퍼블리셔 데이터 품질을 더 잘 이해하고 광고 노출 가치를 최적화하는 데 도움을 줄 것입니다.
Sincera의 The Trade Desk 플랫폼과의 통합은 광고주의 구매에 대한 관점을 향상시키고 퍼블리셔가 데이터 신호를 최적화하여 광고 수요를 극대화하는 데 도움을 줄 것입니다. 회사의 도구는 퍼블리셔에게 어떤 데이터 신호가 광고주에게 가장 가치가 있는지를 보여줄 것입니다. 이는 디지털 광고 채널이 스트리밍 TV, 디지털 오디오 및 소매 미디어로 확대됨에 따라 특히 중요합니다.
이번 인수는 Sincera의 공동 창립자이자 CEO인 Mike O'Sullivan이 주도하며, 그는 TTD의 CEO인 Jeff Green에게 보고할 것입니다. 인수는 2025년 1분기 내에 마무리될 것으로 예상됩니다. 재무 조건은 공개되지 않았습니다.
The Trade Desk (Nasdaq: TTD) a annoncé un accord définitif pour acquérir Sincera, une entreprise de données publicitaires numériques spécialisée dans la fourniture d'informations objectives pour l'écosystème publicitaire. L'acquisition vise à aider les annonceurs à mieux comprendre la qualité des données des éditeurs et à optimiser la valorisation des impressions publicitaires.
L'intégration de Sincera avec la plateforme de The Trade Desk améliorera la perspective des annonceurs sur leurs achats et aidera les éditeurs à optimiser leurs signaux de données pour maximiser la demande publicitaire. Les outils de l'entreprise montreront aux éditeurs quels signaux de données sont les plus valorisés par les annonceurs, ce qui est particulièrement important à mesure que les canaux de publicité numérique s'élargissent aux télévisions en streaming, à l'audio numérique et aux médias de détail.
L'acquisition, dirigée par le co-fondateur et PDG de Sincera, Mike O'Sullivan, qui fera rapport au PDG de TTD, Jeff Green, devrait se conclure au premier trimestre 2025. Les termes financiers n'ont pas été divulgués.
The Trade Desk (Nasdaq: TTD) hat eine endgültige Vereinbarung zum Erwerb von Sincera, einem Unternehmen für digitale Werbedaten, das sich auf die Bereitstellung objektiver Einblicke für das Werbeökosystem spezialisiert hat, bekannt gegeben. Die Übernahme zielt darauf ab, den Werbetreibenden zu helfen, die Datenqualität der Publisher besser zu verstehen und die Bewertung von Werbeeinblendungen zu optimieren.
Die Integration von Sincera mit der Plattform von The Trade Desk wird die Perspektive der Werbetreibenden auf ihre Käufe verbessern und den Publishern helfen, ihre Datensignale zu optimieren, um die Werbefrage zu maximieren. Die Tools des Unternehmens werden den Publishern zeigen, welche Datensignale von den Werbetreibenden am meisten geschätzt werden, was besonders wichtig ist, da sich die digitalen Werbekanäle auf Streaming-TV, digitales Audio und Einzelhandelsmedien ausweiten.
Die Übernahme, die von Mike O'Sullivan, dem Mitbegründer und CEO von Sincera, geleitet wird, der an den CEO von TTD, Jeff Green, berichten wird, soll im ersten Quartal 2025 abgeschlossen werden. Die finanziellen Bedingungen wurden nicht bekannt gegeben.
- Strategic acquisition enhances TTD's data analytics capabilities
- Expands service offering in growing digital advertising channels
- Integration will improve programmatic performance and data signal quality
- Strengthens existing business partnership with Sincera
- Financial terms not disclosed, impact on balance sheet unknown
- Long completion timeline (Q1 2025) creates execution uncertainty
Insights
The Trade Desk's acquisition of Sincera represents a strategic move to enhance its data analytics capabilities and strengthen its position in the programmatic advertising ecosystem. The integration will give TTD a significant competitive advantage by providing advertisers with better tools to evaluate ad impression quality and optimize campaign ROI. Key synergies include improved data signal quality assessment, enhanced publisher insights and scaled implementation of Sincera's proven technology across TTD's extensive platform.
The timing is particularly strategic as the digital advertising landscape becomes increasingly fragmented across streaming TV, digital audio and retail media channels. This acquisition will help TTD capitalize on the growing demand for objective data insights in these emerging channels. While financial terms weren't disclosed, the deal's value likely reflects Sincera's established partnership with TTD and its unique position as an objective data analytics provider rather than a data seller.
This acquisition addresses a critical pain point in programmatic advertising: the need for transparent, objective data quality assessment. By integrating Sincera's capabilities, TTD will offer advertisers unprecedented visibility into publisher data quality, potentially increasing advertiser confidence and spending on the platform. For publishers, this means clearer guidance on which data signals drive advertiser demand, leading to optimized inventory monetization.
The strategic importance lies in TTD's ability to now provide end-to-end solutions that combine campaign execution with data quality verification. This vertical integration could create significant barriers to entry for competitors while improving TTD's platform stickiness. Think of it as adding a built-in quality control system to their advertising marketplace - a feature that becomes increasingly valuable as digital ad channels multiply.
Sincera helps advertisers understand the quality of data provided by publishers and content providers, and in doing so, enables advertisers to value ad impressions more accurately. As the number of digital advertising channels proliferates, and as the range of advertising data sources expands, Sincera’s objective data insights become increasingly valuable for advertisers looking to optimize campaign investments.
With more advertisers embracing programmatic advertising on the open internet, the integration of Sincera tools with The Trade Desk’s industry-leading platform will help advertisers get the clearest perspective on what they are buying. It will also empower publishers to provide the right range of data signals to maximize advertising demand and ad fill rates. With this acquisition, The Trade Desk’s platform will show publishers which data signals are most highly valued by advertisers.
“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 been a key business partner of The Trade Desk in recent years. Indeed, Sincera data informed The Trade Desk’s recent The Sellers and Publishers Report, which highlighted where advertising value is shifting on the premium, open internet.
“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.”
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About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250115855183/en/
Media Contact
Melinda Zurich
The Trade Desk
melinda.zurich@thetradedesk.com
Source: The Trade Desk
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