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