Equativ expands the curation offering, increasing addressability in a changing identity landscape

Equativ , the global, independent adtech company, announced the latest optimizations to Equativ Buyer Connect (EBC), a self-service curation platform focused on control and simplicity is designed. EBC offers agencies, data providers and publishers a comprehensive toolkit for creating, enriching and scaling media products. After significant investments last year and given the increasing importance of controlled media buying solutions due to the elimination of 3rd party cookies, the platform offers now expanded targeting options, enabling more direct, efficient and transparent transactions for buyers and sellers.

In addition, the expanded offering offers a variety of features that drive innovation on a large scale and enable differentiated competitive positioning through tailored media products. This also includes the simplified creation of data-enriched deals across multiple publishers with a wide reach. Buyers gain direct access to high-quality offers from the Equativ marketplace while publishers making their inventory available for curation offers can generate additional demand to create fair value across the ecosystem.

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Other advantages of the platform:

• Format versatility: Diverse audience targeting via high-quality inventory and impactful creative formats covering Connected TV (CTV), online video and display.
• Efficient deal management:  The ability to bundle multiple deals into a single deal ID to build strategic marketplaces around key strategies such as CTV and sustainability with greater visibility into delivery channels.
• Future-proof media buying: Privacy-focused solutions like contextual targeting enable secure responsiveness at scale, while Equativ’s partnerships with leading clean rooms enable secure and seamless activation of first-party data.
• Agnostic Identity Approach:   Deliver advertising applications (data onboarding, frequency capping) using alternative IDs across any demand-side platform (DSP) for improved delivery and measurement of key performance metrics.

Omnicom Media Group  is among the leading media and marketing agencies leveraging EBC curation tools to build marketplaces that maximize performance against their global advertising objectives. Highlighting their recent campaign successes, Carlos Aguilar , Head of Programmatic at Omnicom Media Group, says:  “In 2023, Equativ’s SSP successfully drove 50% of our campaigns as it focuses on curated inventory, ensuring that our advertising efforts are high quality and cost effective. This approach is also consistent with Omnicom’s key principles: supply chain transparency, superior inventory selection, customer protection and security of quality brands, and optimization of competitive costs.”

Audigent is one of the forward-thinking data providers exploring the potential of data curation to promote privacy-friendly, transparent and sustainable data use. Commenting on the company’s long-standing collaboration with Equativ, Chris Meredith , GM of Supply Side Partnerships at Audigent, said:  “Partners like Equativ demonstrate their leadership in curation through their significant investments in integration and infrastructure designed to unlock the full potential of curation for to tap into your partners and customers.”

SOURCE: PRNewswire