Summary:
The Trade Desk announces acquisition of Sincera, a metadata startup.
Ad tech metadata provides essential insights into digital advertising.
Sincera maintains its independent stance post-acquisition.
Access to transaction data will enhance Sincera's capabilities.
Both companies share a vision for a strong open internet.
The Trade Desk's Acquisition Plans
On January 15th, 2025, The Trade Desk (TTD) announced its plan to acquire Sincera, a startup that specializes in aggregating and supplying metadata and media telemetry data to ad tech companies. While the deal price remains undisclosed, this marks TTD's second public acquisition, following their purchase of Adbrain in 2017.
What is Ad Tech Metadata?
Ad tech metadata refers to data about data, which is crucial for understanding the digital advertising landscape. Sincera has emerged as a reliable source of this data, providing insights into bid requests, ad refresh rates, inventory quality, and consent collection.
Commitment to Independence
Despite the acquisition, Sincera's founders, Mike O’Sullivan and Ian Meyers, assure that the company will maintain its objectivity and independence. They emphasize that TTD's interest lies in ensuring actionable insights for all stakeholders in the supply chain.
Unlocking New Insights
With the acquisition, Sincera will gain access to new data signals, including transaction data on bids, which will enhance their ability to assess inventory quality and ad performance. O’Sullivan notes that this data, when combined with TTD's resources, can lead to significant improvements in ad spend and revenue strategies for publishers.
A Shared Vision for the Open Internet
Both companies share a vision of supporting the open internet and maximizing ad revenue for publishers. TTD's Chief Commercial Officer, Tim Sims, describes Sincera and TTD as kindred spirits, united in their mission to enhance the digital advertising ecosystem.
Future Collaborations
Sincera plans to continue working with its current customers and adapt its offerings to integrate with TTD’s extensive network. The founders are excited about the potential for innovative data-driven solutions that will emerge from this partnership, stating, "What kind of alchemy can we brew up when we mix this data together?"
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