The Trade Desk intends to acquire ad data firm Sincera, marking only its second acquisition since it launched in 2009 — a rare move for a company that usually builds, not buys.
Financial terms weren’t disclosed, but when the deal closes, expected in the first quarter, Sincera’s co-founder and CEO, Mike O’Sullivan, will report directly to The Trade Desk’s CEO, Jeff Green.
Why The Trade Desk acquisition breaks its ‘build over buy’ habit
The move arms the ad tech vendor with more data to convince publishers that ads running through its platform outperform the rest of the programmatic market. In fact, Sincera’s data powered The Trade Desk’s recent “Sellers and Publishers,” spotlighting where advertising value is migrating across the premium, open internet.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
