The Trade Desk launches OpenSincera to expose ad supply chain metrics and push industry-wide transparency

The Trade Desk has unveiled OpenSincera, a new platform providing free and open access to Sincera’s rich metadata on digital advertising. This move marks a shift toward greater visibility across the advertising supply chain, allowing all stakeholders—from publishers and advertisers to tech vendors and agencies—to evaluate key performance metrics such as ad density, refresh rates, and ads-in-view.

OpenSincera emerges as one of the first major integrations following The Trade Desk’s acquisition of Sincera in early 2025. Prior to the acquisition, Sincera operated on a freemium model that offered limited dashboard access to select clients. Now, that model has been replaced with a fully open and live API-driven platform, allowing real-time data access and sync capabilities for programmatic tools and analytics stacks.

The new API delivers insights into how ads behave on webpages, offering detailed breakdowns such as how many ads appear, how often they refresh, and the ratio of ads to content. Agencies could use this to fine-tune blocklists or identify wasteful ad practices. For publishers, it offers a clearer view into the true behavior of their pages from the advertiser’s perspective—something that has often been obscured due to third-party tech overlays or vendor interference.

This kind of visibility was previously elusive. Sincera’s role as an external vendor limited its access to campaign-level outcomes. Under The Trade Desk, however, the integration with its Kokai platform opens a firehose of campaign result data. This allows Sincera to validate which page and ad attributes directly impact media performance metrics like CPMs and attribution, refining what it once referred to as its “Goldilocks zone” of optimal ad experience.

Mike O’Sullivan, former Sincera CEO and now GM of Product at The Trade Desk, emphasized the practical impact of these insights. Publishers may discover discrepancies between their intended ad refresh rates and actual implementation by third-party scripts. Such transparency is aimed at correcting inefficiencies that skew campaign results and mislead buyers.

The release also signals a broader strategic push by The Trade Desk to support open programmatic advertising against the dominance of closed ecosystems. By raising data visibility and providing universal access to supply chain health metrics, OpenSincera aims to level the playing field across the ecosystem. The Trade Desk benefits from this broader data parity, but so do rival DSPs, SSPs, and ad-tech startups—particularly those developing custom bidding algorithms or managing supply path optimization.

OpenSincera will be accessible to all industry participants starting June 6, 2025, via open.sincera.io.