Equativ

Top-tier independent SSP and ad server provider, recognized as a leading alternative to Google and The Trade Desk in Forrester's SSP Wave

Equativ is a global independent advertising technology company headquartered in Paris, France, with a significant international presence across Europe, North America, and Asia-Pacific. The company provides a comprehensive suite of ad tech solutions including a supply-side platform (SSP), ad server, and programmatic marketplace, enabling publishers to maximize revenue across display, video, mobile, CTV, and audio channels. Equativ was formed through the rebranding and evolution of Smart AdServer, which merged with LiquidM and later with DynAdmic and Improve Digital to create a more expansive platform. Equativ positions itself as a privacy-first, independent alternative to the walled gardens, offering publishers full transparency and control over their inventory and data. Its platform supports both direct and programmatic sales, giving publishers a unified solution to manage their entire ad stack. The company's independence is a core differentiator, as it operates without the conflicts of interest that come from owning both buy-side and sell-side platforms simultaneously. In 2023, Equativ merged with Sharethrough, a leading omnichannel SSP known for its sustainable advertising and attention-based metrics, further strengthening its competitive position. The combined entity continues to operate under the Equativ brand and has grown into one of the top independent SSPs globally, recognized in analyst reports such as Forrester's SSP Wave. Equativ serves hundreds of premium publishers and thousands of advertisers, processing billions of ad requests daily.