January 21, 2025 | SIGN UP

Ronan Shields

Ronan Shields
SENIOR REPORTER, AD TECH

The Trade Desk has issued a shot over the bow of those providing ad tech curation services, particularly sell-side players, with its latest (and rare) M&A move.

Of course, this references the purchase of Sincera for an undisclosed sum, albeit sources tell Digiday the fee could be anywhere in the ~$30 million-to-$40 million range.

Speaking of a need for a more "aggressive" play to rid the industry of needless intermediaries, The Trade Desk's Will Doherty described the term curation as often "vacuous."

Hence, many believe the latest play from The Trade Desk is one to see off sell-side challengers in what's increasingly becoming a game of winner-take-all.

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