d-force vs Equativ

Virtual Minds: Building Interoperable Operating Model for Total Video

Virtual Minds argues that true convergence between linear TV and CTV advertising requires an interoperability layer rather than replacing existing systems, preserving the strengths of each environment. Managing Director Ricarda Jebsen and Business Development Manager Max Deyerl highlight that while audiences already consume video seamlessly, planning and measurement remain siloed. The company cites progress in Austria, where broadcasters under JIC AGTT have adopted digital buying logic, CPMs, and real-time HbbTV signals (Teletest 2.0) to optimize linear TV via Virtual Minds' Media Manager. The approach aims to extend this model to all video channels, including mobile and DOOH, and emphasizes that AI will only improve workflows if data silos are integrated first. Virtual Minds advocates for industry-wide collaboration to establish common standards and avoid fragmentation, positioning its infrastructure as the solution for a converged 'Total Video' operating model.

• Virtual Minds proposes an interoperable convergence layer for linear TV and CTV integration, preserving strengths of each environment.
• Since 2024, AGTT/Teletest members in Austria use Virtual Minds Media Manager for dynamic linear TV optimization using CPMs and real-time HbbTV signals.
• Ricarda Jebsen is Managing Director of Virtual Minds and d-force, while Max Deyerl is Manager Business Development.

Equativ Partners with DoubleVerify to Elevate Media Quality and Programmatic Curation Precision

Equativ announces a partnership with DoubleVerify to enhance media quality and programmatic curation precision.

Equativ brings contextual expertise to ChatGPT Ads

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.
• Equativ emphasizes its expertise in contextual and native advertising for ChatGPT Ads.

ChatGPT Ads Expands Partnerships; McDonald's Tests Drive-Thru Ads

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.
• Amazon Ads is beta testing ads in ChatGPT.