Sincera provides free API access to important metrics

The recent acquisition of Sincera by The Trade Desk had left the advertising industry in anticipation of how the acquired company’s valuable analytics could be utilized. One clear indication of this utilization is the introduction of OpenSincera, a free API integration that provides essential ad impression data on publishers and technology vendors. It includes valuable metrics such as ad format classifications, the number of ads on a page, and the refresh rates of those ads.

Mike O’Sullivan, the co-founder and CEO of Sincera, mentioned that the team began working on OpenSincera immediately after joining forces with The Trade Desk. This integration, according to O’Sullivan, could be considered a “crown jewel” for the startup, providing vital information to the entire advertising ecosystem.

The introduction of OpenSincera marks a significant transformation in how Sincera functions. Previously, the company offered a freemium product with a limited scope of data through a dashboard, aiming to attract enterprise customers. The new OpenSincera portal replaces this model with a live feed of data that can be seamlessly synced through an API with programmatic technology. O’Sullivan emphasized that the free portal aims to benefit stakeholders across the industry, enabling agencies to update blocklists, publishers to understand their sites from the buy-side perspective, and advertisers to uncover hidden intricacies in ad placements.

Sincera’s data collection, which includes extensive public and open-source web and app data, lacked a concrete feedback loop for verifying online ad campaign results. The reluctance of agencies and tech platforms to share campaign data with external vendors created a barrier for Sincera to deliver transparent analytics. However, under The Trade Desk, Sincera now has access to comprehensive campaign results, allowing it to enhance bidding algorithms, SSPs, DMPs, and other DSPs.

The overarching goal of OpenSincera and Sincera’s synergy with The Trade Desk is to elevate the standards of open programmatic advertising, ensuring a fair distribution of ad spend across various platforms. By leveraging TTD’s resources, Sincera can establish a clearer understanding of key metrics like ad impressions and ad refresh rates, ultimately improving CPMs and campaign attribution. This shift towards transparency in programmatic advertising is crucial for balancing investments between walled gardens and the open internet, and providing users with a more equitable online experience.