Equativ vs Walmart Connect

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.

Walmart outlines plan to dominate TV advertising

Walmart is aggressively expanding its retail media ambitions into TV advertising. The retailer, which acquired Vizio for $2.3 billion two years ago, is now building a streaming ecosystem that includes the recent acquisition of adtech firm Vibe.co for $1.4 billion. Walmart Connect, the retailer's ad business, is pitching itself to non-endemic advertisers, leveraging Vizio's smart TV OS and Vibe.co's performance-focused streaming platform. New partnerships with Skydance and Spotify aim to extend reach, and the Yahoo DSP integration is moving to alpha. Walmart's U.S. ad business grew 38% YoY in Q2, and the company is positioning its first-party commerce data as the key differentiator for TV ad targeting and measurement, even for brands that don't sell at Walmart.

• Walmart acquired Vizio for $2.3 billion two years ago to build a streaming ecosystem.
• In August, Walmart acquired adtech firm Vibe.co for a reported $1.4 billion.
• Walmart Connect is pitching non-endemic advertisers, with new partnerships with Skydance and Spotify.

Walmart Connect Expands to Linear TV with WBD

Walmart Connect announced a partnership with Warner Bros. Discovery to bring its shopper data to linear TV, enabling addressable advertising on channels like TBS and Food Network through Walmart DSP. The deal uses a private marketplace powered by FreeWheel, offering closed-loop sales measurement. Separately, Zeta Global agreed to acquire Digital Audience, a data infrastructure firm, to enhance its identity and activation capabilities across channels. Ofcom has opened an investigation into Meta over its Instagram Instants feature, examining whether risk assessments were conducted before launch, with potential fines if breaches are found.

• Walmart Connect partners with Warner Bros. Discovery for linear TV addressable advertising.
• The deal runs via a private marketplace in Walmart DSP, powered by FreeWheel.
• Zeta Global agrees to acquire Digital Audience for undisclosed terms.

Quartile Becomes Technology Partner for ChatGPT Advertising

Quartile, a retail media optimization platform, announced it has become a technology partner supporting advertising in ChatGPT. This partnership enables participating advertisers to access ChatGPT Ads through Quartile's existing tools and workflows, expanding its AI-powered advertising capabilities into conversational discovery. ChatGPT, with over 1 billion weekly active users, is increasingly used by consumers for product discovery and purchase decisions. The integration allows brands to incorporate advertising in ChatGPT into their broader media strategies, leveraging Quartile's technology and expertise. Quartile emphasizes its 'experts + AI' approach, combining AI-driven scale and speed with strategic human judgment. The company supports thousands of brands and manages billions in annual ad spend across major commerce and digital advertising channels.

• Quartile announced a technology partnership supporting advertising in ChatGPT.
• ChatGPT has more than 1 billion weekly active users.
• The partnership enables advertisers to access ChatGPT Ads through Quartile's tools.