Equativ

European Media Marketplace Shapes Up Before September Launch

The European Media Marketplace, announced in July, is a cross‑border initiative led by ten companies to create a unified access point for Open Web inventory, first‑party data and activation across Europe. Equativ will provide and operate the technical infrastructure, connecting the marketplace to demand via leading DSPs and enabling purchases across CTV, online video, display, native and retail media. Founding members include telecoms, commerce and media companies such as Orange Advertising, Vodafone, Vinted and Virgin Media O2. The initiative claims over 200 addressable audience segments (signals covering ~100 million people) and inventory reach reportedly exceeding 10,000 sites/apps and ~60 million internet‑connected TV households. First cross‑border campaigns from global advertisers are slated to start in September, while pricing, launch advertisers and detailed results remain unpublished.

IAB TCF Vendor List and Consent Disclosures Published

The ExchangeWire digest and registry page (published in August 2026) provides a primarily machine-readable IAB Transparency & Consent Framework (TCF 980) vendor disclosure listing dozens-to-hundreds of adtech, martech, measurement and publisher vendors. For each company the registry records declared Purposes (Consent vs Legitimate Interest), Special Purposes/Features, data categories processed (device, identifier, interaction, etc.), tracking methods, per-vendor consent expiry and data retention periods — including specific retention examples for some vendors. The alphabetical roster names major providers such as Branch Metrics, 33Across, Adobe Advertising Cloud/Audience Manager, Amazon Ads, Google Advertising Products, Criteo, LiveRamp and PubMatic. Intended as a machine-readable transparency resource for publishers, CMP operators and privacy/compliance teams, the page shows explicit publication timestamps in August 2026 (2026-08-12, 2026-08-13, 2026-08-19 and 2026-08-20).

Teads Sues Google Over Ongoing Ad Auction Abuses

Teads filed an 85‑page antitrust lawsuit in the U.S. District Court for the Southern District of New York alleging Google/Alphabet maintained anti-competitive ad‑tech practices after promising reforms. The complaint accuses Google of tying Google Ads to AdX, preserving auction mechanics such as Last Look/First Look and a bid‑rigging scheme dubbed 'Project Bernanke,' and asserts those practices deprived rival exchanges of scale — roughly 6.88 trillion impressions from 2017–2023 (methodology not disclosed). Teads seeks treble, punitive and other restitutionary damages, warned of investor risk ahead of Q2 results, and notes it still maintains commercial ties with Google. The filing follows a federal ruling in the Eastern District of Virginia finding Google liable for monopolising the open‑web display exchange market, joins suits by other SSPs, and comes amid EU and UK regulatory scrutiny; Google calls the claims meritless and has moved to dismiss.