Equativ vs MarkApp

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.

MarkApp Founder Named to Fortune Greece 40 Under 40

Sotiris Oikonomou, founder and managing director of MarkApp, has been named to Fortune Greece's 40 Under 40 list for 2026, recognizing his entrepreneurial achievements. The recognition comes alongside other accolades, including the European Video Awards' Emerging Entrepreneur of the Year and a spot in the FT1000 ranking. MarkApp, founded by Oikonomou at age 22 without external funding, has grown into a global ad tech company with offices in Athens, London, Limassol, and Dubai. The company's in-house platform includes Pantheon (contextual SSP), Harion (cross-device commerce DSP), and MarkDash (unified reporting). This recognition highlights MarkApp's focus on connected TV, contextual intelligence, and premium content environments, positioning it as a significant player in the ad tech industry.

• Sotiris Oikonomou, founder of MarkApp, was named to Fortune Greece's 40 Under 40 list for 2026.
• MarkApp's CEO also won Emerging Entrepreneur of the Year at the 2026 European Video Awards.
• MarkApp has offices in Athens, London, Limassol, and Dubai.

MarkApp: MENA Needs CTV Measurement, Verification Before Scale

In an interview ahead of ATS Dubai, Sotiris Oikonomou, managing director at MarkApp, argues that MENA's CTV market must not replicate US and European mistakes. He highlights that social video dominates MENA digital spend, with CTV growing but underdeveloped. Key concerns include the lack of household-level targeting, measurement, and verification, leading to inflated CPMs and unverified inventory. Oikonomou calls for industry-wide standards: declared supply paths, SupplyChain object usage, content metadata, and OM SDK compliance. He notes that CTV fraud in the US scaled 140% in Q1 2026, urging MENA to prioritize proof before scaling. IAB MENA is expected to release a household multiplier, and a language-based classification for Arabic content is needed. The market must educate both buyers and publishers to build trust and drive incremental growth.

• MarkApp's managing director Sotiris Oikonomou gave an interview ahead of ATS Dubai.
• MENA digital ad spend scaled ~18% year on year, with social media accounting for 60% of that growth.
• About 9% of users aged 18-34 in MENA use smart TV as first screen.