The Current Report

The illusion of precision in digital advertising

Episode Summary

Mike O’Sullivan, CEO of data firm Sincera, joins The Current Report to break down why quality advertising is at a premium, made for advertising sites (MFAs), and the top 100 publishers list Sincera and The Trade Desk recently came out with.

Episode Notes

Mike O’Sullivan, CEO of data firm Sincera, joins The Current Report to break down why quality advertising is at a premium, made for advertising sites (MFAs), and the top 100 publishers list Sincera and The Trade Desk recently came out with.

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The Current is owned and operated by The Trade Desk, Inc.

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To read the full stories included in this episode:

• The successor to viewability is not a metric — it’s a methodology: https://www.thecurrent.com/opinion-viewability-metric-methodology-sincera-mike-osullivan
• The value of the open internet is growing in the eyes of advertisers: https://www.thecurrent.com/report-open-internet-digital-advertisers
• Despite pressure to tighten budgets, marketers still invest in authenticated digital channels like CTV: https://www.thecurrent.com/marketing-authenticated-digital-channels-ctv

The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR