Global advertising technology leader The Trade Desk has launched OpenSincera, a groundbreaking application aimed at enhancing transparency and efficiency across the digital advertising ecosystem. Built on the foundation of data from Sincera acquired earlier this year by The Trade Desk – OpenSincera is now freely available to all participants in the ad tech industry, including competitors, advertisers, and publishers.
This initiative marks a significant step toward improving the quality, trust, and health of the digital advertising supply chain, aligning with The Trade Desk’s ongoing commitment to fostering a transparent and open internet.
Features and Capabilities of OpenSincera
- Comprehensive Advertising Metadata Access
OpenSincera provides deep insights into the advertising experience, including:- Ads-to-content ratio
- Page weight
- Average ads-in-view
- Ad refresh rate
These metrics offer a granular view of the ad supply environment to help advertisers make more informed bidding decisions.
- Open and Free for All
OpenSincera is not limited to The Trade Desk clients. By making these insights available to the entire industry, The Trade Desk aims to promote widespread improvements in digital advertising quality. - API Launch for Seamless Integration
Alongside OpenSincera, The Trade Desk is introducing a first-of-its-kind API, empowering ad-tech platforms to build tools and services using Sincera’s high-value data. This API enables easy access and real-time integration for developers and platforms seeking to build transparency-focused solutions.
Leadership Perspective
Jeff Green, Founder and CEO of The Trade Desk, emphasized the broader mission:
“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… to help the industry build transparency, trust and growth that raises all boats and improves the open internet.”
Mike O’Sullivan, GM of Product at The Trade Desk, added:
“Making OpenSincera available to everyone was critical for us to help improve the health of the advertising supply chain… The more data we can put into the hands of everyone in the advertising ecosystem the better.”
The launch of OpenSincera signifies a bold move by The Trade Desk to democratize access to critical advertising supply chain insights. In doing so, the company continues its leadership role in advocating for an open, transparent, and high-performing digital advertising ecosystem. By prioritizing transparency over exclusivity, The Trade Desk is setting a new standard for collaborative innovation in AdTech.
