\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
The Trade Desk, one of the largest demand-side platforms not named Google, has acquired the ad-tech data platform Sincera, the companies announced Wednesday.<\/p>\n
The terms of the deal, which is expected to close in the first quarter of the year, were not disclosed. As part of the arrangement, Sincera\u2019s co-founder and CEO, Mike O\u2019Sullivan, will report directly to The Trade Desk\u2019s CEO, Jeff Green.<\/p>\n
Sincera, which was founded in 2022, collects, organizes, and untangles the weedy supply chain of the programmatic ecosystem. It operates a platform that can unpack information, including a given publisher\u2019s ad-tech stack or how many alternative IDs are actually being bid on.<\/p>\n
Ad-tech companies can use this data to find the \u201ccompetitive gaps\u201d between companies, O\u2019Sullivan told Marketing Brew in 2023.<\/p>\n
The Trade Desk has worked with Sincera in the past, using the firm\u2019s data to inform its Sellers and Publishers Report, a curated tally of what it considers \u201cpremium\u201d inventory. In a press release announcing the deal, the companies said that Sincera\u2019s tools \u201cwill help advertisers get the clearest perspective on what they are buying\u201d and \u201cempower publishers to provide the right range of data signals to maximize advertising demand and ad fill rates.\u201d<\/p>\n
It\u2019s unclear exactly what the deal will mean for other ad-tech platforms\u2019 access to Sincera; in an email, Melinda Zurich, The Trade Desk\u2019s VP of communications, said the company “won\u2019t stop working with ad-tech companies\u201d but will \u201cevolve the way we work with them.\u201d<\/p>\n
\u201cWith 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,\u201d Green said in the press release.<\/p>\n
Rare deal: <\/strong>The Trade Desk isn\u2019t often a buyer. This is only the platform\u2019s second-ever acquisition after purchasing AdBrain in 2017, Digiday noted.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. The Trade Desk, one of the largest demand-side platforms not named Google, has acquired the ad-tech data platform Sincera, the […]<\/p>\n","protected":false},"author":1,"featured_media":21887,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21886","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21886\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21886\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-16T05:22:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-16T05:22:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/01\/1737004955_c18d267acf5107aec6111e5bc78b408f933b5f57-1500x1000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"The Trade Desk buys ad-tech intelligence firm Sincera\",\"datePublished\":\"2025-01-16T05:22:34+00:00\",\"dateModified\":\"2025-01-16T05:22:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886\"},\"wordCount\":362,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21886#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21886\",\"name\":\"The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2025-01-16T05:22:34+00:00\",\"dateModified\":\"2025-01-16T05:22:36+00:00\",\"description\":\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21886\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21886#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Trade Desk buys ad-tech intelligence firm Sincera\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary","description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21886","og_locale":"en_US","og_type":"article","og_title":"The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary","og_description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","og_url":"https:\/\/mysourcefunding.com\/?p=21886","og_site_name":"Brandiary","article_published_time":"2025-01-16T05:22:34+00:00","article_modified_time":"2025-01-16T05:22:36+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/01\/1737004955_c18d267acf5107aec6111e5bc78b408f933b5f57-1500x1000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21886#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21886"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"The Trade Desk buys ad-tech intelligence firm Sincera","datePublished":"2025-01-16T05:22:34+00:00","dateModified":"2025-01-16T05:22:36+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21886"},"wordCount":362,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21886#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21886","url":"https:\/\/mysourcefunding.com\/?p=21886","name":"The Trade Desk buys ad-tech intelligence firm Sincera | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2025-01-16T05:22:34+00:00","dateModified":"2025-01-16T05:22:36+00:00","description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21886#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21886"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21886#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"The Trade Desk buys ad-tech intelligence firm Sincera"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21886"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21886\/revisions"}],"predecessor-version":[{"id":21888,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21886\/revisions\/21888"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21887"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}