The Trade Desk Buys 'No Spin' Media Data Firm Sincera

Independent ad tech company The Trade Desk has agreed to acquire Sincera, which aggregates and supplies metadata and media telemetry data for the advertising ecosystem. Financial terms were not disclosed.

The Trade Desk, based in Ventura, CA and with offices across North America, Europe and Asia Pacific, operates a self-service platform allowing ad buyers to create, manage and optimize digital campaigns across ad formats and devices. In June last year it expanded its partnership with broadcasting group FOX Corporation, to help advertisers reach their audiences and measure campaign performance.

Sincera helps advertisers to evaluate the success of their ad impressions, by understanding the quality of data provided by an ever-broader range of publishers, content providers and channels. The two firms have been partnering closely in recent years and The Trade Desk says the buy will help advertisers get the clearest perspective on what they are buying, but should also empower publishers to provide the right range of data signals to maximize advertising demand and ad fill rates.

The deal is expected to close this quarter. Sincera co-founder and CEO Mike O'Sullivan (pictured), who is based in New York and will now report to The Trade Desk's founder and CEO Jeff Green, comments: '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. 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'. Green adds: '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'.

Web sites: www.thetradedesk.com and www.sincera.io .