The Trade Desk to acquire Sincera.

The Trade Desk, a real-time programmatic marketing automation company, agreed to acquire Sincera, a digital advertising data company. Financial terms were not disclosed. “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. Sincera has done an amazing job of serving this expanding ecosystem with the right data that can improve performance for all participants in the ad tech supply chain. 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,” Jeff Green, The Trade Desk Founder and CEO.