Equativ
Programmatic adtech platform spanning SSP, DSP, retail media and CTV.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Smart AdServer, SAS
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- France
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Official website
- equativ.com
What Equativ does
Equativ runs a multi-sided adtech platform. On the supply side, it helps publishers and media owners monetise inventory programmatically through its SSP, ad serving and yield tools. On the demand side, it gives advertisers and agencies software to curate inventory, activate campaigns and improve targeting across channels. It also extends into retail media infrastructure and creative tooling, allowing retailers and brands to run on-site and off-site commerce advertising. Value is created by aggregating monetisable inventory, connecting it to demand, improving match quality with curation and identity, and increasing campaign performance through creative and measurement-oriented workflow layers.
Category differentiation
Equativ is an adtech infrastructure and software company, not a consumer media publisher or a single-purpose DSP only. It should be distinguished from standalone SSPs, pure retail media vendors and agency trading desks because it operates across multiple programmatic layers.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Equativ is a France-based adtech company that operates a multi-product programmatic advertising stack for both the sell side and buy side. Its products include an SSP for publishers, a buyer-facing curation and activation platform, retail media technology, a CTV ad server, identity and addressability tooling, and creative orchestration capabilities. The company sells software and transaction-enabled infrastructure to digital publishers, media owners, app developers, advertisers, agencies, trading desks, broadcasters and retailers. It makes money primarily by taking fees on media spend or monetised inventory flowing through its SSP, curation and advertiser products, while also charging software or platform fees for modules such as retail media, ad serving and advanced activation capabilities. The business is built around connecting supply and demand more efficiently across open web, in-app, CTV and commerce media environments, with transparency, privacy compliance and workflow unification as recurring product themes.
Company news briefing
Briefing updated:
Following its Sharethrough merger, Equativ has expanded its strategic footprint by partnering with OpenAI to integrate contextual expertise into ChatGPT Ads and launching initial campaigns with brands like BNP Paribas. The company appointed Christophe Parcot as Non-Executive Chairman of the European Media Marketplace, while CEO Arnaud Créput contributed industry perspectives on ad tech antitrust rulings. Additionally, Equativ advanced its platform capabilities through a partnership with Genius Sports to bring live sports moment targeting to StackAdapt and collaborated with Valiuz to introduce retail media Shoppable Ads.
Business model & monetisation
Equativ primarily uses a percentage take-rate on programmatic media transactions flowing through its SSP, curation and advertiser-side platforms. It also generates SaaS-style platform revenue from retail media technology, ad serving, identity and creative modules, either as software licensing, platform access fees or bundled enterprise contracts. In practice, monetisation is a mix of usage-based media fees and recurring enterprise software fees, with higher spend volume and wider module adoption increasing account value.
- Programmatic SSP transaction fees
- Percentage take-rate on monetised publisher inventory
- Buyer-side curation and activation fees
- Percentage take-rate embedded in campaign spend
- Retail media platform revenue
- SaaS licensing plus media-spend-linked fees
- CTV ad serving and advanced modules
- Software fees or enterprise platform pricing
- Identity and creative solution upsell
- Module-based software monetisation
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Equativ
IAB vendor record: 45
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1
- Indexed sellers.json entries
- 2,790 · equativ.com
Products & market categories
Technology
Competitors & alternatives
- Magnite
Independent sell-side ad tech platform for publishers and streaming inventory.
- PubMatic
Independent adtech platform for publisher monetisation and programmatic supply.
Side-by-side comparisons
Subsidiaries & acquisitions
- LiquidM
Programmatic DSP technology for advertisers, agencies and trading desks.
- Nowtilus
SSAI and OTT monetisation infrastructure for broadcasters and streaming platforms.
- Sharethrough
Programmatic SSP and ad exchange focused on curated, sustainable supply.
Featured market maps
- Market Map CTV Commerce
A comprehensive market map of the CTV Commerce ecosystem.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Equativ brings contextual expertise to ChatGPT Ads
AI & Advertising · Recorded impact score: 4/5
Equativ, an adtech provider, has joined OpenAI's partner network for ChatGPT Ads, leveraging its expertise in contextual and native advertising. The company has developed its own campaign tool called Ad Studio, which advises advertisers on adapting messages and creatives to different stages of the purchase decision. A first campaign with BNP Paribas, its direct bank Hello Bank, and agency Havas Media France was implemented, targeting students and their families. OpenAI expanded ChatGPT Ads to 31 European markets in August and has been building a network of technology partners, including Criteo, StackAdapt, and Adform. Equativ's partnership focuses on campaign planning and design, while ad delivery remains with OpenAI, which decides which ads appear based on signals and bids. The partnership covers markets including Germany, France, the UK, and the US.
- Equativ has become a technology partner for ChatGPT Ads as part of OpenAI's partner network.
- Equativ developed its own campaign tool called Ad Studio for ChatGPT Ads.
ChatGPT Ads Expands Partnerships; McDonald's Tests Drive-Thru Ads
Platform · Recorded impact score: 3/5
This article from AdExchanger's daily roundup covers multiple advertising technology developments. Key points include the expansion of ChatGPT Ads' partner ecosystem with Equativ and Quartile joining the technology partner program, Adform partnering to sell ChatGPT's agentic conversation ads in Europe, and Amazon Ads beta testing ads in ChatGPT. Additionally, McDonald's is testing ads on digital menu boards at drive-thru windows, leveraging first-party customer data to create a new revenue stream. The article also mentions YouTube's new features announced at Made on YouTube event, including TV-focused enhancements and a Coachella streaming rights deal through 2030. Other news includes Scope3 rebranding to Apostra, Disney raising streaming prices, and Pluto TV launching a new ad campaign.
- Equativ and Quartile joined ChatGPT Ads' technology partner program.
- Adform signed on to sell ChatGPT's agentic conversation ads in Europe.
European Media Marketplace appoints Christophe Parcot as Non-Executive Chairman to accelerate its next phase of growth
Recorded impact score: 3.5/5
Equativ's press page features a new press release: European Media Marketplace appoints Christophe Parcot as Non-Executive Chairman to accelerate its next phase of growth, dated September 17, 2026. Also new: Genius Sports and Equativ Bring Live Sports Moment Targeting to StackAdapt (Sept 10, 2026) and Equativ et Valiuz offrent de nouveaux leviers de performance en Retail Media avec les Shoppable Ads (Sept 8, 2026).
Retail Media Expands Beyond Retailer Websites to Off-Site Channels
Retail Media · Recorded impact score: 2/5
Retail media is evolving from a focus on on-site advertising to a more integrated approach that includes off-site channels. In Europe, the share of buyers allocating over 41% of their digital retail media budget to off-site increased from 30% in 2024 to 46% in 2025, according to IAB. On-site ads capture high-intent users near the point of purchase, while off-site extends retail audiences into the broader digital ecosystem using first-party data activation across display, video, and CTV. This approach builds brand awareness and consideration earlier in the customer journey. Shoppable ads with dynamic product feeds enhance engagement, and incrementality measurement helps assess true campaign impact. A holistic omnichannel strategy connects online and offline touchpoints, leveraging retailer data to unify the journey from discovery to purchase.
- IAB: European buyers allocating >41% of retail media budget to off-site rose from 30% (2024) to 46% (2025).
- Off-site retail media uses retailer first-party data to target audiences across display, video, CTV, and DOOH.
Genius Sports and Equativ Bring Live Sports Moment Targeting to StackAdapt
Recorded impact score: 3.5/5
In the News September 10, 2026: Genius Sports and Equativ Bring Live Sports Moment Targeting to StackAdapt
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Technical Support, Manager, Americas(Manager) | Customer Success | Sao Paulo | |
| Sales Director, Japan(Director) | Sales | Tokyo | |
| Team Lead, Account Manager(Lead) | Demand | Mexico City | |
| Account Manager, Programmatic(Mid-Level) | Sales | Los Angeles | |
| Sales Enablement Manager - APAC/MENA(Mid-Level) | Demand | Dubai |
Explore company relationships
Questions about Equativ
What is Equativ?
Equativ is a business-focused adtech platform that provides publisher monetisation, buyer activation, retail media, CTV ad serving, identity and creative tools.
Who uses Equativ?
Its users are publishers, media owners, app developers, broadcasters, advertisers, agencies, trading desks, retailers and retail media teams.
How does Equativ make money?
It mainly earns transaction fees on media flowing through its programmatic platforms and software fees for products such as retail media, ad serving, identity and creative modules.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
Continue your research on Equativ
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.