Promoting tech firm The Commerce Desk isn’t fascinated with snapping up firms—regardless of its current rare acquisition of data firm Sincera.

The Commerce Desk is the biggest impartial adtech agency, competing primarily towards Google and Amazon for programmatic advert {dollars}. However the big is notably not a purchaser of firms. In addition to 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 rapidly shut down hypothesis that its current acquisition might sign a shift in The Commerce Desk’s mergers and acquisitions technique.

“Sincera isn’t a giant staff,” Inexperienced mentioned, emphasizing The Commerce Desk’s concentrate on creating its personal tech slightly 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 mentioned they’re usually distractions. As an alternative, Inexperienced is betting on development of The Commerce Desk’s core enterprise, significantly as the corporate strengthens its function as a trusted companion for publishers.



Even so, Inexperienced acknowledged that the adoption of programmatic promoting has not grown as rapidly 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 tendencies to be careful for in 2025.

Adtech firms and publishers might win if Google loses

Inexperienced has lengthy been a critic of Google, which is each a competitor and companion to The Commerce Desk.

Google is at present ready for a ruling within the federal case accusing that its programmatic ad business is a monopoly.

Inexperienced believes Google will first negotiate with the federal government earlier than it’s pressured to breakup its advert trade enterprise. If that cut up involves move, Inexperienced sees it benefiting the open web, supply-side platforms, and publishers who’ve lengthy been beneath Google’s thumb.

“Google’s success has not been good for SSPs and publishers,” he mentioned, including that it makes strategic sense for Google to focus extra on YouTube slightly 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.”