Equativ vs Virtual Minds

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

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.

European netID Exec Discusses Deterministic IDs and AI's Impact

In an interview, Daniel Dagehus, CTPO of the European netID Foundation, discusses the evolving role of deterministic identifiers in the open web. He argues that while AI and probabilistic models are useful for planning and simulation, deterministic IDs remain essential for campaign activation and delivery to real people across devices. netID has integrated with major ad tech platforms, including The Trade Desk, enabling advertisers to target deterministic segments. Dagehus emphasizes the importance of publisher login relationships to maintain direct user contact and independence from tech providers, especially as AI chatbots change the customer journey. He also highlights FedCM as a standard that can simplify logins and support publisher strategies for direct audience relationships.

• Daniel Dagehus is CTPO of the European netID Foundation.
• netID has integrated with The Trade Desk, allowing booking of netID and Utiq segments in its Data Marketplace.
• netID is a deterministic identifier tied to user accounts and email addresses, providing cross-device identity.

Broadcasters Can Compete with Big Tech, Says Expert

An article published by VideoWeek on 2026-07-13 reports Dirk von Borstel, Managing Director at Virtual Minds, saying European broadcasters can compete with large technology companies if they pick the right battleground. Von Borstel argues broadcasters should leverage local knowledge rather than trying to match Silicon Valley on metrics like unique users, measurement, or spending. The short piece was filmed in Cannes and is presented as an analysis/interview segment on VideoWeek.

• Article published on 2026-07-13 by VideoWeek.
• Dirk von Borstel is Managing Director at Virtual Minds and is quoted saying, "big tech is everywhere, and everywhere is nowhere."
• The piece was filmed in Cannes.