LiquidM

Roqad: Pioneering Privacy-First Identity Solutions for AdTech

Roqad is an identity-focused adtech company that builds privacy-first identity solutions for anonymized users and cookieless environments. The About page describes the company’s mission to address multi-device fragmentation and churn by providing tools and insights for identity resolution while complying with global privacy regulations. The page profiles senior leadership and sales/execution teams, including Co-Founder & CEO Carsten Frien and other executives with backgrounds across adtech, data, and product (LiquidM, madvertise, Adjust, Quantcast, Anonos, Verve Group, Zeotap Data, Advendio). It also references a commercial/organizational change tied to Zeotap Data and emphasizes partnerships and data-product development for programmatic and social advertising ecosystems.

Smart Adserver Rebrands to Equativ

Smart Adserver, a publisher-focused ad server and SSP, has rebranded to Equativ and will operate as a unified business with LiquidM and DynAdmic, which it acquired in 2019 and 2021 respectively. The move relocates the company’s positioning from primarily sell-side to an end-to-end ad tech platform. Equativ states the brand underscores equal treatment of clients and aims to promote openness, fairness, and accountability while facilitating direct interaction between buyers and sellers in a simpler, more transparent advertising journey. Prior to the rebrand, Smart Adserver already worked closely with LiquidM (DSP) and DynAdmic (contextual targeting/CTV); the three will now formally operate as one entity, described as a relaunch of Equativ’s global presence. CEO Arnaud Créput emphasizes a unified team under the Equativ umbrella. Independence remains a core theme as Equativ positions itself as a transparent alternative to monopolistic walled gardens, with a focus on privacy and first-party data activation.

Smart Adserver Acquires DynAdmic

Smart Adserver, a French ad-tech firm operating an integrated ad server, SSP, and DSP, has announced the acquisition of DynAdmic, a French specialist in contextual targeting for video and CTV. The deal will integrate DynAdmic’s technology into Smart’s stack to offer contextual targeting and brand-safety tools for video buys, and to strengthen cookie-free targeting across Smart’s Buyer Connect DSP. DynAdmic uses audio recognition to analyze spoken content and derive contextual categories. The acquisition aims to expand Smart’s footprint in the USA, where DynAdmic generates the majority of its sales (around 60%), and DynAdmic also maintains offices in Germany, Mexico, Brazil, Colombia, Dubai, with headquarters in France. Smart has been positioning for a post-cookie era and recently signed a deal with identity specialist ID5; Arnaud Creput, Smart’s CEO, stated the acquisition complements existing cookie-free and CTV strengths.