Promoting tech firm The Commerce Desk isn’t fascinated with snapping up corporations—regardless of its latest uncommon acquisition of information agency Sincera.
The Commerce Desk is the biggest unbiased adtech agency, competing primarily towards Google and Amazon for programmatic advert {dollars}. However the big is notably not a purchaser of corporations. Moreover Sincera, The Commerce Desk’s solely different acquisition to this point was its 2017 acquisition of Adbrain.
Whereas talking on the Interactive Promoting Bureau’s Annual Management Assembly, Inexperienced shortly shut down hypothesis that its latest acquisition might sign a shift in The Commerce Desk’s mergers and acquisitions technique.
“Sincera isn’t a giant workforce,” Inexperienced stated, emphasizing The Commerce Desk’s concentrate on growing its personal tech relatively than integrating new companies. Monetary phrases of the Sincera acquisition weren’t disclosed on the time of the annoucement.
Whereas Inexperienced acknowledged that acquisitions typically make sense, he stated they’re typically distractions. As an alternative, Inexperienced is betting on development of The Commerce Desk’s core enterprise, notably as the corporate strengthens its function as a trusted associate for publishers.
Even so, Inexperienced acknowledged that the adoption of programmatic promoting has not grown as shortly as he had hoped—presenting a problem as the corporate continues pushing for a extra open and aggressive digital advert ecosystem.
Inexperienced additionally damaged down 4 adtech traits to be careful for in 2025.
Adtech corporations and publishers might win if Google loses
Inexperienced has lengthy been a critic of Google, which is each a competitor and associate to The Commerce Desk.
Google is at present ready for a ruling within the federal case accusing that its programmatic advert enterprise is a monopoly.
Inexperienced believes Google will first negotiate with the federal government earlier than it’s compelled to breakup its advert alternate enterprise. If that break up involves move, Inexperienced sees it benefiting the open web, supply-side platforms, and publishers who’ve lengthy been below Google’s thumb.
“Google’s success has not been good for SSPs and publishers,” he stated, including that it makes strategic sense for Google to focus extra on YouTube relatively than the open web—one thing that its demand-side platform, DV360, already prioritizes. “It’s the place all their privateness and antitrust dangers come from, but it surely’s not the place all the cash comes from.”
