Equativ vs T Advertising Solutions

European Media Marketplace appoints Christophe Parcot as Non-Executive Chairman to accelerate its next phase of growth

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 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.
• Shoppable ads integrate real-time product data from retailer catalogs to drive engagement off-site.

Genius Sports and Equativ Bring Live Sports Moment Targeting to StackAdapt

In the News September 10, 2026: Genius Sports and Equativ Bring Live Sports Moment Targeting to StackAdapt

European Media Marketplace Shapes Up Before September Launch

The European Media Marketplace, announced in July, is a cross‑border initiative led by ten companies to create a unified access point for Open Web inventory, first‑party data and activation across Europe. Equativ will provide and operate the technical infrastructure, connecting the marketplace to demand via leading DSPs and enabling purchases across CTV, online video, display, native and retail media. Founding members include telecoms, commerce and media companies such as Orange Advertising, Vodafone, Vinted and Virgin Media O2. The initiative claims over 200 addressable audience segments (signals covering ~100 million people) and inventory reach reportedly exceeding 10,000 sites/apps and ~60 million internet‑connected TV households. First cross‑border campaigns from global advertisers are slated to start in September, while pricing, launch advertisers and detailed results remain unpublished.

• The European Media Marketplace initiative was announced in July and aims to create a common access to Open Web inventory and first‑party data across Europe.
• Founding members include Equativ, T Advertising Solutions, Experian, Lastminute.com, Leboncoin, Kleinanzeigen, Orange Advertising, Vinted, Virgin Media O2, and Vodafone.
• Equativ provides and operates the technical infrastructure and connects the initiative to demand from leading Demand‑Side Platforms (DSPs); supported channels include CTV, online video, display, native and retail media.

Companies Underestimate First‑Party Data Value — Peter Lorenz

In an interview, Peter Lorenz (Director Business Development and Product Marketing at emetriq / T Advertising Solutions) argues that companies often undervalue their first‑party data and should prioritise data quality, consent and matchability over raw volume. He explains emetriq’s consent‑based approach: hashed login and web movement data from premium partners are matched via a Trusted Third Party to create seed audiences that can be scaled into lookalikes and activated on DSPs or matched to services like Utiq and SSP Equativ. Lorenz sees AI and large language models as both an opportunity for new audience modelling and a privacy/data‑sovereignty risk. He recommends advertisers: (1) inventory and understand existing data, (2) run small tests (e.g., reactivation campaigns), and (3) measure outcomes to prove value. He also defends the open web as a competitive advertising channel when combined with proper identity and data activation solutions.

• Peter Lorenz has worked at Emetriq (the umbrella brand of T Advertising Solutions) since late 2012 and is Director Business Development and Product Marketing.
• Emetriq uses consent‑based login and web movement data from premium partners; data are hashed and processed via a Trusted Third Party so emetriq never sees cleartext email addresses.
• After matching, emetriq builds a seed audience, scales via lookalike models, and activates segments on DSPs; segments can also be matched on Utiq and offered as curated deals on SSP Equativ.

T Advertising Solutions to Sell Lieferando's DOOH Screens

T Advertising Solutions, a subsidiary of Deutsche Telekom, will take exclusive responsibility for commercialising Lieferando's digital out-of-home (DOOH) displays in German restaurant shop windows across major cities. The offering uses a hybrid sales model: direct sales via T Advertising Solutions' teams and programmatic buying through Vistar Media's DOOH platforms. Lieferando says campaigns can be optimised in real time using anonymised mobile (telco) data. The network currently comprises about 500 screens across seven cities, with plans to more than double by end-2026 and expand to 2,000 dynamic displays by end-2027.

• T Advertising Solutions, a subsidiary of Deutsche Telekom, will take exclusive commercialisation of Lieferando's digital advertising displays in Germany.
• The sales model is hybrid: direct sales by T Advertising Solutions' teams and programmatic access via Vistar Media's DOOH platforms.
• Lieferando states campaigns can be optimised in real time using anonymised mobile network (telco) data.