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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Programmatic

Equativ

Paid

Equativ is an independent end-to-end media platform formed around its ad server, sell-side, buying, curation, and creative technology businesses. It serves publishers, advertisers, agencies, and commerce media operators with programmatic marketplaces, direct campaign management, connected television and video tools, data activation, retail media infrastructure, and creative enhancements, and fully unified Sharethrough under the Equativ brand in 2025. It fits organizations seeking an independent alternative that can connect direct sales, programmatic demand, supply monetization, and campaign execution.

Setupmedia platformsell-side platformad serverprogrammatic marketplace

What it does

Equativ is an independent advertising platform built around a single tech stack that connects publishers, advertisers, and curators without belonging to a walled-garden owner. It runs a sell-side platform and ad server for monetizing inventory, a buy-side and curation layer for assembling targeted deals, and a creative toolset for dynamic formats. Because it is media-owner neutral, it appeals to buyers and sellers who want an alternative to the largest platforms and value transparency in the supply chain. The 2023 merger with Sharethrough widened its reach, particularly in North America, and strengthened its position in curation and outcome-based deal packaging across display, video, and CTV.

Where it fits

Equativ sits across both sides of the programmatic supply chain, linking publisher inventory to curated demand as an independent alternative to walled gardens.

Core features

  • Independent ad server and sell-side platform for publishers
  • Buy-side and curation layer for assembling targeted deals
  • Dynamic creative formats across display, video, and CTV
  • Supply-path transparency without walled-garden ownership
  • Combined reach following the Sharethrough merger

Best for

  • Publishers wanting an independent monetization stack
  • Buyers seeking curated deals outside the largest platforms
  • Teams that prioritize supply-chain transparency

Beginner notes

  1. Decide which side you are on first — Equativ serves publishers, buyers, and curators differently, so scope your account to your actual role.
  2. Lean on curation features if you want targeted deals without building audiences from scratch inside a big DSP.
  3. Compare its CTV and video reach against your existing partners, since the Sharethrough merger reshaped where its strength sits.
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Concepts behind this tool

Supply-Path Optimization

Supply-path optimization is the practice of choosing the cleanest, most direct routes to buy the same ad impression, cutting out redundant intermediaries that add cost and risk.

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