Equativ Unveils Maestro by Equativ: A Cutting-Edge End-to-End Curation Platform

Equativ, a leading global independent adtech company, has announced significant upgrades to its comprehensive curation platform, previously known as Equativ Buyer Connect (EBC). Rebranded as Maestro by Equativ, the platform now offers advertisers an advanced solution for managing programmatic campaigns while providing direct access to high-quality, scalable supply.

Since its initial launch four years ago, Equativ has incorporated valuable insights from over 500 media agencies, including all six of the Big Six Advertising Agencies, as well as publishers and data curators. This collective feedback has led to the creation of more than 30,000 curated deals and played a critical role in refining Maestro by Equativ. The platform’s enhanced interface offers curators greater control, enabling precise ad placement criteria while ensuring alignment with brand safety, relevance, and sustainability standards. These improvements ultimately deliver superior campaign outcomes. “We are grateful to Equativ for their support in curating inventory for our campaigns, leading to better CTR, increased views and broader reach,” said Sebastián Orduvini, OMG Marketplace Lead, Programmatic. “This highlights both Maestro’s impact and Equativ’s commitment to excellence and innovation in advertising.”

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Maestro by Equativ features an extensive global reach, integrating directly with over 70 DSPs and more than 30 data providers, including industry leaders like LiveRamp, Lotame, IAS, and Audigent. Its intuitive design and personalized support, available across 19 countries, make it easy for users to adopt and operate the platform. Key features of the upgraded Maestro by Equativ include:

• Advanced Data Capabilities: Seamless integration of first-party data, cookieless solutions, alternative IDs, and support for diverse use cases such as targeting and frequency capping.
• Meta Deals for Optimization: Robust deal management tools that simplify operations and deliver improved outcomes for buyers.
• Campaign Activation: Curators can execute direct deals through Equativ's premium direct inventory.

In addition, upcoming features inspired by Sharethrough’s expertise will further enhance the platform, including:

• Creative Enhancements: Exclusive, research-driven creative solutions aimed at boosting engagement and performance.
• GreenPMPs™: A unique toggle feature that allows curators to minimize campaign emissions by excluding climate-risk sites with high emissions, as measured by Scope3.

“When we developed our first-generation curation technology in 2020, our goal was value creation for both media buyers and publishers,” said Parag Vohra, Chief Revenue Officer at Equativ. “As the market and client needs evolved, we refined our intuitive, all-in-one curation platform to offer ad buyers unmatched control, enabling them to streamline omnichannel strategies, leverage first-party data, and scale campaigns more effectively while still supporting the broader ecosystem.” “Maestro helps us reach more users and utilize various ad formats, both domestically and internationally,” said Piotr Wiktor, Head of Programmatic Trading & Partnerships at IPG Mediabrands. “The platform’s testing options let us better allocate clients' budgets, and by comparing performance through our DSP, we choose platforms with the best ROI. Equativ’s solutions often outperform competitors’ and we’ve always been satisfied with their support, helping our business grow in the right direction.” “Equativ has been fantastic, providing invaluable training and support,” said Alyssa Allen, Vice President of Commercial Operations of Frameplay. “They’ve helped us activate in-game brand campaigns at a fraction of traditional costs, reaching highly engaged audiences.” With its innovative features and commitment to empowering advertisers, Maestro by Equativ sets a new benchmark in programmatic campaign management, offering unparalleled control, efficiency, and results.