In a strategic move that promises to reshape the digital advertising landscape, Equativ, a global leader in independent ad technology, has announced significant upgrades to its Equativ Buyer Connect (EBC), a self-service curation platform designed for enhanced control and simplicity. This timely enhancement addresses the industry’s urgent need for innovative solutions in the wake of the diminishing reliance on third-party cookies.
The EBC platform is uniquely positioned to provide agencies, data providers, and media owners with a comprehensive toolkit that aids in the creation, enrichment, and scaling of media products. This toolkit is engineered to boost performance and facilitate business growth within an evolving identity landscape. The latest enhancements focus on increasing addressability, offering direct, efficient, and transparent transactions that benefit both buyers and sellers.
With the phasing out of third-party cookies, Equativ has placed a significant investment in EBC, elevating the platform’s capabilities to include an array of features that drive innovation and competitive differentiation at scale. One of the key advancements is the simplified creation of data-enriched deals across multiple media owners, allowing for expansive reach. Buyers now have direct access to high-quality supply directly from Equativ’s marketplace, while media owners can tap into incremental demand, thereby enhancing the value distributed across the advertising ecosystem.
The platform also introduces several new benefits, including:
- Creative Versatility: Advertisers can target diverse audiences across a variety of high-quality inventory and creative formats such as connected TV (CTV), online video, and display.
- Efficient Deal Management: EBC enables the packaging of multiple deals under a single deal ID, facilitating strategic marketplace building around core strategies like CTV and sustainability. This feature enhances transparency in the supply path.
- Future-Proofed Media Buying: The platform incorporates privacy-first solutions, including contextual targeting and partnerships with leading clean rooms, enabling the secure and seamless activation of first-party audience data.
- Agnostic Identity Approach: EBC supports advertising use cases such as data onboarding and frequency capping across any demand-side platform (DSP), ensuring enhanced delivery and measurement of performance metrics.
Leaders in the advertising industry, such as Omnicom Media Group, have already capitalized on these enhancements. Carlos Aguilar, Head of Programmatic at Omnicom Media Group, praised EBC’s capabilities, noting that “Equativ’s SSP successfully drove 50% of our campaigns in 2023, aligning with Omnicom’s principles of transparency, premium inventory selection, and optimization of competitive costs.”
Additionally, forward-thinking data providers like Audigent are exploring the potential of these curation tools. Chris Meredith, GM of Supply Side Partnerships at Audigent, commended Equativ’s leadership in curation, highlighting their significant investments that unlock the full potential of these tools for partners and clients alike.
Parag Vohra, Chief Revenue Officer at Equativ, commented on the platform’s strategic vision, stating, “The addition of further curation capabilities to the EBC platform helps drive our goal to streamline supply paths by facilitating clear, straightforward, and flexible deal creation, as well as smart data-led targeting.”
With headquarters in Paris and New York, and operations across 16 global offices, Equativ is setting a new standard for the ad tech industry, championing solutions that respect both consumer privacy and the needs of advertisers and publishers alike.