‘Curation can be a vacuous term’: The Trade Desk plans to redefine ad quality outside the walled gardens with Sincera

In advertising circles, a quiet theory has been gaining traction: The Trade Desk, it’s said, isn’t exactly enamored with curation — a targeting strategy that could redirect valuable ad spend elsewhere. This week’s acquisition of Sincera added fuel to the narrative. But The Trade Desk has dismissed the rumors outright.

As vp of inventory development Will Doherty put it plainly: “We don’t think a lot about curation.”

Instead, the deal, according to Doherty, is aimed at something far more ambitious. 

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