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The Trade Desk Announces OpenSincera, a New Application that Delivers Greater Visibility into Advertising Performance and Health of the Digital Advertising Supply Chain

1. The Trade Desk launched OpenSincera for ad tech ecosystem insights. 2. OpenSincera offers metrics on advertising quality and transparency. 3. The platform enhances digital advertising data access industry-wide. 4. It includes a unique API for easier data service development. 5. Launch date set for June 6, 2025, enhancing competitive positioning.

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FAQ

Why Bullish?

Increased data accessibility strengthens TTD's market position, reminiscent of prior tech advancements that drove revenue growth.

How important is it?

The launch of OpenSincera represents a critical innovation that could significantly enhance TTD's competitive edge, affecting client retention and acquisition.

Why Long Term?

As OpenSincera's data integration improves the ad ecosystem, TTD may see sustained growth in client adoption and revenue.

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VENTURA, Calif.--(BUSINESS WIRE)--Global advertising technology leader The Trade Desk (NASDAQ:TTD) today announced OpenSincera, a new application that provides the ad tech ecosystem with Sincera’s rich advertising metadata to reveal deeper insights on advertising quality and health of the digital advertising supply chain. Free and open to all participants across the entire advertising industry, OpenSincera will provide metrics on the ad experience such as ads-to-content ratio, page weight, average ads-in-view, and ad refresh rate. The Trade Desk acquired Sincera earlier this year. In launching OpenSincera, The Trade Desk is extending the access of Sincera digital advertising data, making it more widely available to the industry than ever before. In addition, OpenSincera will launch alongside a new, first-of-its-kind API, a service that will enable ad-tech companies to build services based on the data easily and intuitively. “Sincera has arguably the industry’s richest, most unique data on digital advertising supply chains,” said Jeff Green, Founder and CEO, The Trade Desk. “We are embedding the full scope of that data across our Kokai platform so our clients can have as much information as possible on what they are bidding on. But with OpenSincera, we are opening much of this data to anyone in the industry that has an interest in improving the health of digital advertising, including our competitors. This is just the latest example of The Trade Desk offering a service to the industry that can help the industry build transparency, trust and growth that raises all boats and improve the open internet.” “Making OpenSincera available to everyone was critical for us to help improve the health of the advertising supply chain,” said Mike O’Sullivan, GM, Product, The Trade Desk. “We’re opening the door for everyone who wants to make advertising more transparent and efficient. The more data we can put into the hands of everyone in the advertising ecosystem the better it is for everyone and the open internet.” OpenSincera will be available at open.sincera.io, starting on June 6, 2025. About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

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