Equativ and Sharethrough have merged and aim to establish one of the largest global ad marketplaces, empowering advertisers, media owners, and technology partners to optimize programmatic value and scale. Omnichannel ad exchange Sharethrough and Equative, a global ad tech company, bring together complementary capabilities and inventory that will provide advertisers and media owners with an independent vertically-integrated alternative to walled gardens.
Equativ’s alternative IDs, first-party data activation, and proprietary contextual and semantic targeting solutions, combined with Sharethrough’s audience-based targeting solutions, will help advertisers reach audiences on a large scale, irrespective of the future of cookies. Leveraging the companies’ technological assets and commercial presence spanning 16 countries, the combined entity will offer a broader spectrum of services and sustainable media practices to optimize supply paths while executing high-performance campaigns.
In Q1 2024, Equativ and Sharethrough respectively achieved 16% and 20% growth year-over-year, driven by new strategic partnerships and increased revenue from curation, CTV, and green media products. Both companies collectively maintain complementary, long-standing relationships with major agency-holding companies, premium publishers, and Fortune 500 brands, including Marriott, Disney, Walmart, Comcast, Conde Nast, and Meredith.
Initially, both companies will continue to operate under their existing names as they work through the integration process. The current priority is to ensure a seamless integration of both organizations and to focus on delivering exceptional value to clients and partners. The name of the combined entity will be announced once all necessary steps have been completed. It will be led by a leadership team composed of executives from both companies.
Equitiv, headquartered in Paris and New York, operates globally with a team of over 550 employees. It is known for its server-side ad insertion (SSAI) and ad serving technology, which provides brand and privacy-safe programmatic video, CTV, and data-driven solutions that give advertisers the ability to achieve maximum impact, while respecting the rights of consumers. Its curation platform, Equativ Buyer Connect, delivers efficient and transparent transactions that streamline programmatic efficiency by enabling the creation of exclusive deals.
Montreal-based Sharethrough’s ad platform enables ads to be seamlessly enhanced for attention and performance with an omnichannel inventory focused on directness, sustainability, and quality. Advertisers can also reduce the carbon footprint while improving digital ad efficiency via the company’s industry-first Green Media Products (GreenPMP and GreenPMP+), launched in partnership with Scope3.
