"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," The Trade Desk founder and CEO Jeff Green said in a statement. "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 helps advertisers optimize campaign investments by analyzing the quality of data provided by publishers, enabling them to more accurately value ad impressions. Its integration into The Trade Desk's platform will, in turn, help publishers understand which signals are the most highly valued by advertisers, the two companies said.
Sincera has been a useful, independent resource for publishers and advertisers to understand metadata, or the signals running in the code on web pages. It gained popularity a few years ago by ranking the alternative identifiers publishers deploy, like LiveRamp's RampID, ID5's identifier, or even The Trade Desk-backed Unified Identifier 2.0.
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