Equativ enhances curation offering to drive greater accessibility in a changing identity environment

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Equativ , the independent global advertising technology company , today announced the latest enhancements to Equativ Buyer Connect (EBC) , its self-service curation platform built for control and simplicity. EBC provides agencies, data providers and media owners with a comprehensive tool to create, enrich and scale media products that can help boost performance and grow their businesses.

Following significant investment over the past year, and with the increasing importance of controlled media buying solutions due to the loss of third-party cookies , the platform now offers expanded targeting options , facilitating more direct, efficient and transparent transactions for both buyers and sellers.

The offering also features a number of features that drive innovation at scale and unlock competitive differentiation using tailored media buying products. This includes simplified creation of data-enriched deals across multiple media with substantial reach. Buyers gain direct access to the high-quality offering of the Equativ marketplace , while publishers who make their inventory available for curation can gain incremental demand , generating equitable value across the ecosystem.

Additional benefits of the platform include:

Creative versatility: Audience segmentation through high-quality inventory and high-impact creative formats, spanning connected TV (CTV), online video and display.
Effective deal management : Possibility of grouping several deals into a single deal ID to create a specific Marketplace based on key strategies such as CTV and sustainability, with greater transparency in the supply chain.
Future-proof media buying: Privacy-first solutions like contextual targeting ensure secure targeting at scale, while Equativ’s partnerships with leading clean rooms enable seamless, secure activation of first-party audience data.
Identity-agnostic approach: Offering advertising use cases (data integration, frequency capping) using alternative IDs on any demand-side platform (DSP), facilitating improved delivery and measurement of key performance metrics.
Omnicom Media Group is among the leading media and marketing agencies using EBC curation tools to build marketplaces that maximize performance against their global advertising objectives. Highlighting their recent campaign successes, Carlos Aguilar , Head of Programmatic at Omnicom Media Group , shares that: “In 2023, Equativ SSP successfully powered 50% of our campaigns with its focus on curated inventory, ensuring our ads are high-quality and cost-effective. This approach is also aligned with Omn cambodia whatsapp data icom’s key principles: supply chain transparency, premium inventory selection, customer protection and brand safety, and competitive cost optimization.”

Audigent is one of a number of forward-looking data providers exploring the potential that curation creates to drive privacy-centric, transparent and sustainable data usage. Commenting on the company’s long-standing collaboration with Equativ, Chris Meredith , GM of Supply Side Partnerships at Audigent , says: “Partners like Equativ demonstrate their leadership in curation through their investment in integration and infrastructure, which are serving to unlock the full potential of curation for their partners and customers.”

“The addition of new curation capabilities to the EBC platform helps achieve our goal of simplifying supply paths by facilitating the creation of clear, direct and flexible deals, as well as intelligent data-driven segmentation,” said Parag Vohra , Chief Revenue Officer at Equativ . “In the near future, the addition of instant campaign activation capabilities will make Equativ the only end-to-end curation platform.”

About Equativ
Equativ is an independent advertising technology platform built to serve the interests of both advertisers and publishers . Equativ provides brand- and privacy-safe solutions that enable its clients to achieve maximum impact, while respecting consumer rights, and combines customer experience and engineering excellence to serve the interests of both the supply and demand sides with equal professionalism and technical sophistication.

Headquartered in Paris and New York , Equativ operates globally with a team of over 550 employees across 16 offices. Equativ offers the market its own independent ad server, SSP, buyer tools and media services to deliver on the promise of adtech.