Equativ
Equativ is a programmatic adtech platform spanning SSP, DSP, retail media and CTV.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 28 Jun 2026Equativ is solidifying its position following its merger with Sharethrough, recently appointing new leadership to its Americas and global divisions. The platform is advancing its AI capabilities as an early participant in the IAB Tech Lab’s Agent Registry and through a partnership with SofiaPulse to integrate creative intelligence into its omnichannel offering. Additionally, Equativ has expanded its high-impact reach by joining Shinka’s mediation layer for GSTV and supporting Adelaide’s attention metrics, reinforcing its focus on premium CTV and digital out-of-home monetisation.
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Key insights about Equativ
Subsidiaries
Equativ operates a network including LiquidM, Nowtilus, Sharethrough.
Competitors
Key competitors include Smartly, Vibe, zMaticoo.
Similar Companies
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Acquisitions
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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.
Equativ: About
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.
How Equativ Works & Monetises
Business model analysis and core revenue streams
Equativ primarily uses a percentage take-rate on programmatic media transactions flowing through its SSP, curation and advertiser-side platforms. It also appears to generate 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 likely a mix of usage-based media fees and recurring enterprise software fees, with higher spend volume and wider module adoption increasing account value.
Revenue Channels
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Products & Services in Categories
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Technology
Equativ: Key Subsidiaries & Acquisitions
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Programmatic DSP technology for advertisers, agencies and trading desks.
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SSAI and OTT monetisation infrastructure for broadcasters and streaming platforms.
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Programmatic SSP and ad exchange focused on curated, sustainable supply.
Equativ: Key Competitors & Alternatives
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Cross-channel advertising software for creative, media and measurement.
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Self-serve CTV advertising platform for brands, marketers and agencies.
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Mobile-first programmatic ad platform for in-app buying and monetisation.
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Independent ad tech stack for buying, serving and monetising media.
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Public adtech company running DSP, SSP and monetisation infrastructure.
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Recent Signals (Equativ)
Equativ’s Michael Lehman Optimistic on AI and Open Web
At Cannes Lions 2026, AdExchanger interviewed Michael Lehman, President, Americas at Equativ. Speaking aboard Equativ’s yacht, Lehman offered an optimistic view of AI’s impact on the open web, publisher futures and programmatic advertising. He compared current AI concerns to early RTB anxiety, argued for greater transparency in programmatic supply chains, and warned that pausing marketing spend now could be regrettable in a few years. The piece is an opinion/interview published by AdExchanger Content Studio on July 2, 2026.
Read original sourceCannes 2026: Authenticity Amid AI Advertising Buzz
At Cannes Lions 2026 AdExchanger reported conversations around authenticity in advertising as AI accelerates creative and audience tactics. The AdExchanger team met aboard the Equativ yacht, where Lynne d Johnson (AdExchanger head of programming) emphasized that both data and its use must be authentic. The article notes OpenAI held a press briefing at Cannes outlining plans for its advertising business, and it highlights that measurement — proving creative outcomes and incremental business impact — remained a central industry concern throughout the festival.
Read original sourceGSTV Chooses Shinka Mediation Layer for Omnichannel Programmatic
On 2026-06-24 GSTV, the US national on-the-go video network, announced it has selected Shinka as its independent mediation layer. The agreement gives GSTV agnostic, omnichannel connectivity to multiple SSPs and DSPs (including Equativ, Madhive, Magnite, Nexxen and OOH Connect) to maximise programmatic yield across its national DOOH/video footprint. Shinka’s platform runs auctions outside traditional ad servers and provides real-time, bid-level transparency and a single neutral integration point. Under the partnership GSTV will receive real-time bid reporting, transparent auction mechanics and programmatic demand activation via Shinka’s infrastructure, with both companies aiming to drive incremental yield and operational efficiency.
Read original sourceEquativ: Frequently Asked Questions
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.
Company Facts
- Founded
- 2012
- Headquarters
- France
- Core Segment
- AdTech Vendor
- Company Size
- 501–1,000
- Official Link
- equativ.com