Prioritize quality ad experiences with Sincera inventory controls

What it is

Supply chain quality is essential to advertising performance. Prioritizing premium, transparent ad environments allows advertisers to place messages alongside trusted content and experiences that consumers are more receptive to. Higher-quality supply paths can reduce waste, improve viewability and attention, and foster real engagement, leading to better performance for advertisers. 

What’s new 

Buyers can now activate Sincera-powered inventory signals directly within Inventory Controls to better identify and prioritize higher-quality ad environments. By integrating Sincera data into existing trader workflows, this update enables buyers to apply bid factors and optimization strategies based on signals such as ads to content ratio, ads in view, and ad refresh — helping balance inventory quality goals with performance outcomes. 

This enhancement seamlessly powers Sincera signals in a workflow within Kokai that traders are familiar with, making it easier for traders to optimize for high-quality ad environments that can drive performance. 

What is Sincera? Sincera, acquired by the Trade Desk in 2025, provides rich, objective metadata signals across more than 400,000 publishers. This rich data set helps stakeholders across the open internet understand the signals that define quality ad experiences and apply this data within their own systems. 

How to get access

To take advantage of this update: 

1. Navigate to the Inventory Controls (Inv) tile in Kokai 

2. Select the “Ad and page quality” settings 

4. Click into each setting to specify your benchmarks, view impact on total avails, and assign bid factors 
 

This information is provided solely for background and is not a representation or guarantee of any future performance.