Equativ (formerly known as Smart AdServer) is a French advertising technology company. Created in 2001 as part of
Aufeminin
Aufeminin is a digital media group based in Paris, France, founded in 1999. It is 78.43% owned by the TF1 (Télévision Française 1 S.A) and is publicly traded by Euronext Paris in compartment B. (MNEMO : FEM).
The group operates in 21 countr ...
, it was bought by private-equity fund Cathay Capital in 2015, and then by private-equity fund Capital Croissance for a secondary LBO in 2021. It operates mostly in the USA, Europe, Latin America and Asia.
History
Equativ was created in 2001 by aufeminin.com in order to manage advertisements on the publisher's websites. It became an independent company within the same group in 2005, then expanded locally and internationally
Axel Springer
Axel Cäsar Springer (2 May 1912 – 22 September 1985) was a German publisher and founder of what is now Axel Springer SE, the largest media publishing firm in Europe. By the early 1960s his print titles dominated the West German daily press ma ...
, the largest digital publishing house in Europe, bought AuFeminin in 2007. Following that take-over, Equativ expanded into Europe, Latin America and the United States. In 2015, Axel Springer sold the company to private equity fund Cathay Capital for 37 million €. In 2021 private equity fund Capital Croissance became the new majority shareholder of the company for a secondary LBO, in a bid to accelerate the development of the company in the United States and in
connected TV
A smart TV, also known as a connected TV (CTV), is a traditional television set with integrated Internet and interactive Web 2.0 features, which allows users to stream music and videos, browse the internet, and view photos. Smart TVs are a techno ...
.
The company operates an
adserver, an
SSP
SSP is an abbreviation that may stand for:
Arts and entertainment
* Silversun Pickups, an American alternative rock band
*Super Sonic Power, a line of toys by Kenner Products in the 1970s
Companies
*E. W. Scripps Company, stock symbol
*SSP Grou ...
and a
DSP and specializes in solutions for
Advanced TV and premium publishers. As of 2022, the company operates on 4 continents with a management team split between Paris, New York and London.
Acquisitions
In 2019, Equativ acquired LiquidM, a global Demand Side Platform (DSP) based in Berlin.
In 2021, Equativ acquired DynAdmic, a Cookie-Free CTV and Video Advertising Platform providing Managed DSP services.
In 2022, Equativ acquired Nowtilus, a German Advanced TV specialist.
See also
*
Supply-side platform
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web ...
*
Real-Time Bidding
Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction
An auction is usually a process of buying and selling goods or services by offering them u ...
References
{{reflist, 30em
Online advertising services and affiliate networks
Technology companies established in 2001
Companies based in Paris