Equativ

Equativ, a supply-side platform, lets publishers sell web, app and CTV inventory programmatically, with Maestro deal curation and quote-based terms.

Equativ runs the auctions and deals through which publishers sell advertising space on websites, apps and connected TV to programmatic buyers. It gives a publisher one place to connect demand, set the rules of each sale and keep bad ads and bot traffic out. The platform is built by Equativ, the Paris and New York adtech company known as Smart AdServer until 2022. Bridgepoint, a private equity firm, is its majority shareholder. Monetization, the SSP at its core, takes bids through Prebid.js, Prebid Server, Prebid Mobile and Google Open Bidding. Equativ's in-app SDKs bring display and in-stream video from mobile apps. Sellers open private auctions and preferred deals, or book programmatic guaranteed deals at a fixed price with one buyer. Delivery rules set floor prices by site, format, buyer or country. Confiant scans creatives and blocks malicious ones, and HUMAN screens display, video and server-side traffic before an impression serves. Maestro handles curation and activation, where meta-deals add targeting to existing deals under a new deal ID. The platform suits publishers, app developers, broadcasters and media owners who sell inventory programmatically and want direct deals beside the open auction. Ad operations teams set it up and run it, while sales teams use it to package inventory for named buyers. Buyers and curators reach that supply through Maestro. Access starts by contacting Equativ, and the platform is sold by quote. On the web, the ad ops team adds Equativ as a bidder in its Prebid wrapper, or moves the auction to Prebid Server to take load off the page. The same team keeps ads.txt and app-ads.txt files clean in the ads.txt control center, while Equativ's sellers.json lets buyers verify the supply path. Seller defined audiences pass first-party segments into bid requests. When a buyer questions a result, raw report logs, switched on by an Equativ contact, show the winning price and DSP for each call. For a broadcaster, the daily job is selling CTV ad breaks through server-side ad insertion to buyers who book them as private or guaranteed deals.