rob haile

Huge congrats to @aperiamventures portfolio company Sincera on their acquisition by @TheTradeDesk! @mikeosullivan and Ian Meyers are two of the strongest founder/operators in ad tech. In a remarkably a short period of time Sincera has established itself as a critical player in our ecosystem. I first encountered Sincera at an ID5.io event in 2022, which I believe marked their official launch. I was very impressed by the industry-level identity data they were collecting. This was new stuff. It reminded me of the early days of MOAT in terms of its innovation and potential impact. Fast forward to 2023: I was at the LUMA Partners DMS event in NYC, while having ongoing conversations with Mike and Ian about participating in their Seed round. I vividly remember sitting next to Mike in the back of a session, head down, as he intensely worked on his laptop. Not long after, we made the investment. Later that year, Ari and I both independently named Sincera the Marketecture “Hottest Startup” of the year. Joe declared 2024 the "year of quality and outcomes". Sincera was at the forefront of that movement. They became synonymous with quality as their data powered TTD’s SP500+, IAS’s anti-MFA and Quality Attention products, and more. Mike also joined us on the podcast to discuss the challenges of marketing as an early-stage startup building a new category. This conversation became one of our most popular episodes of the year. Congratulations to Mike and Ian on pioneering a new category, building a business, and achieving the significant milestone of an acquisition by one of the most important companies in ad tech. We’re proud to have been investors and can’t wait to see what you accomplish at TTD. Congrats as well to Rohit Dube, Jeff Green, and the TTD team on a fantastic acquisition.