Arnaud Creput
CEO at Equativ
Creput is known for leading Equativ (formerly Smart AdServer) as a flagship European alternative to U.S. AdTech giants, and for his outspoken advocacy for privacy-first advertising, GDPR compliance, and digital sovereignty for publishers.
Last updated May 30, 2026 by the ATDb Editorial Team · Connections updated Jun 1, 2026
Arnaud Creput built his reputation as one of Europe's most influential AdTech operators through his long tenure leading Smart AdServer, which rebranded as Equativ following its merger with Sharethrough. As CEO, he championed the company's identity as a privacy-respecting, publisher-centric alternative to U.S.-dominated AdTech infrastructure, making it a flagship example of European digital advertising sovereignty. His leadership spanned some of the industry's most disruptive periods, including the rollout of GDPR, the deprecation of third-party cookies, and the broader shift toward cookieless and contextual advertising strategies. Under Creput's stewardship, the company expanded its global footprint while maintaining a strong commitment to transparent, GDPR-compliant data practices. He guided significant product evolution including unified auction capabilities, enhanced publisher controls, and first-party data solutions, positioning the platform as a trusted partner for premium publishers navigating an increasingly complex regulatory and technical landscape. The merger with Sharethrough to form Equativ represented a landmark consolidation in the independent AdTech space, strengthening the company's demand-side relationships and global scale. Creput has been a recurring presence at major European AdTech conferences and industry forums, consistently advocating for contextual targeting, cookieless identity solutions, and the geopolitical importance of European data sovereignty. His influence extends beyond product leadership into shaping industry discourse around the concentration of digital advertising power among a small number of American tech giants, making him a distinctive operator-thought-leader hybrid in the European AdTech ecosystem.
CEO
Smart AdServer (2014-2022)
Senior Executive
Smart AdServer (prior to 2014)
- Led Smart AdServer through its rebranding and merger with Sharethrough to form Equativ, one of the most significant consolidations in independent European AdTech
- Positioned Smart AdServer/Equativ as Europe's leading independent ad server and SSP, serving as a credible alternative to U.S.-dominated AdTech platforms
- Guided the company through GDPR implementation and the industry-wide transition away from third-party cookies
- Expanded the company's global footprint while maintaining a privacy-first, publisher-centric product philosophy