# Equativ
*Also known as Equativ*

- Website: https://www.equativ.com
- Location: Paris, France
- Agent profile: https://directory.haycion.ai/agents/equativ-com

> Equativ is a global, independent ad tech company that helps advertisers, publishers, and retailers reach audiences effectively while maximizing revenue and campaign quality.

Equativ is a global, independent ad tech company that provides an end-to-end media platform designed to power attention, quality, and outcomes across the advertising ecosystem. Working with advertisers, publishers, and retailers, Equativ helps maximize inventory value, optimize revenue, and improve campaign effectiveness through data-driven, cross-channel solutions. The company emphasizes transparency, governance, sustainability, and responsible advertising, and operates with a worldwide network of offices and a commitment to collaboration, DEIB, and client partnership.

**Mission:** To power attention, quality and outcomes in advertising by delivering independent, globally scaled technology and services that support sustainable, transparent, and effective media experiences for diverse partners.

## Products & Services

### [Maestro by Equativ](https://www.equativ.com/advertisers/curation/ai)
*Platform*
Optimize advertising campaigns efficiently with comprehensive AI-driven solutions.

- **AI Agents** — Enhance Campaign Planning
- **Omnichannel Scale** — Maximize Reach
- **Campaign Activation** — Efficient Campaign Management
- **Live Reporting** — Gain Real-Time Insights
- **Real-Time Inventory Insights** — Support Strategic Decisions
- **Self-Serve** — Empower Advertisers
- **Alternative IDs** — Maintain Audience Targeting
- **Flexible Pricing Rules** — Optimize Profitability
- **PMP/Deal Automation** — Streamline Deal Processes
- **CTV Ads** — Access Premium Inventory
- **GreenPMPs** — Promote Sustainable Advertising
- **Video Ads** — Capitalize on Dynamic Content
- **Display Ads** — Leverage Visual Engagement
- **Native Ads** — Enhance User Experience

### [Equativ Retail Media Platform](https://www.equativ.com/retail-media)
*Platform*
Maximize retail advertising effectiveness with an all-in-one self-serve platform for on-site and off-site campaigns.

- **Direct Access to Premium Inventory** — Unlock High-Quality Inventory
- **Unified Reporting and Attribution** — Optimize Campaign Performance
- **CTV Shoppable** — Enhance Viewer Interaction
- **Omnichannel Retail Media** — Broaden Audience Reach
- **Ad Gallery** — Create Engaging Visuals
- **Display Shoppable** — Drive Direct Sales
- **Video Shoppable** — Integrate Shopping into Content
- **Self-Serve Platform** — Empower Marketers
- **Sponsored Products** — Boost Product Visibility

### [Server-Side Ad Insertion (SSAI)](https://www.equativ.com/publishers/ctv)
*Product*
Enhance ad revenue and viewer experience with seamless, server-side ad insertions.

- **Easy Ecosystem Integration** — Integrate With Existing Systems
- **Future-Proof Monetization** — Enable Scalable Revenue Streams
- **Seamless Ad Experiences** — Ensure Smooth Viewing
- **Personalized Addressable Campaigns** — Deliver Targeted Ad Experiences
- **Real-Time Decisioning** — Optimize Campaign Engagement

## Market Segments

- **Retail Media**: Capabilities for centralized on-site and off-site retail advertising that enable shoppable formats, sponsored product placements, unified reporting, and incremental revenue measurement for retailers and brands.
- **Programmatic Media Buying**: Automated planning, activation, and optimization of display, video, native, and CTV campaigns via AI-driven bidding, PMP/deal automation, real-time inventory insights, and omnichannel marketplaces for agencies and advertisers.
- **Connected TV Advertising**: Advertising and monetization across CTV/OTT including shoppable CTV, in‑stream video, addressable campaigns, and live reporting to reach viewers on AVOD/FAST and connected devices.
- **Server-Side Ad Insertion**: Server-side ad stitching and real-time decisioning that deliver personalized, broadcast‑quality ad experiences and scalable monetization for AVOD, FAST, and CTV publishers with easy ad‑ecosystem integration.

## Ideal Customer Profiles

### Retailers And Brands
Retail brands and retailers monetizing digital shelf space across omnichannel campaigns.
- Industry: Retail, Advertising, E-commerce
- Geography: Global
- Pain points: Limited visibility into incremental revenue, fragmented inventory, and attribution challenges.
- Business goals: Increase incremental revenue, scale omnichannel programs, improve measurement.
- Positioning: Unified, self-serve retail media solution enabling omnichannel campaigns, direct access to premium inventory, transparent reporting, and AI-driven optimization to grow incremental revenue.

#### Persona: Retail Media Manager
- Needs: Efficient platform access, transparent reporting, impact measurement
- Goals: Maximize incremental revenue, improve ROAS
- Challenges: Internal alignment, data silos, cross-channel attribution complexity
- Pain points: Manual reporting, data latency, inconsistent data
- Solution: Equativ Retail Media Platform enables unified reporting and direct inventory access; Maestro by Equativ delivers AI-driven optimization and real-time insights to accelerate performance.

#### Persona: E-commerce Director
- Needs: Visibility into incremental revenue, integration with ecommerce analytics, scalable campaigns
- Goals: Drive revenue uplift, reduce CAC, increase AOV
- Challenges: Data integration, attribution gaps, budget tension
- Pain points: Fragmented analytics, slow decision-making
- Solution: Maestro by Equativ provides AI-optimized planning and activation with real-time reporting; Equativ Retail Media Platform supports cross-channel reach and measurement.

#### Persona: Finance Controller
- Needs: Clear ROI, predictable spend, governance and compliance
- Goals: Minimize waste, ensure cost efficiency, track expenditure
- Challenges: Budget approval cycles, misalignment with marketing metrics
- Pain points: Opaque attribution, delay in reporting
- Solution: Maestro by Equativ offers transparent cost rules and real-time decisioning; unified reporting helps govern spend and demonstrate value.

### Brand And Agency Campaign Teams
Brands and agencies needing scalable, AI-driven cross-channel planning and activation.
- Industry: Advertising, Marketing, Technology
- Geography: Global
- Pain points: Disparate platforms, cross-channel optimization gaps, manual workflows
- Business goals: Improve campaign performance, reduce planning time, demonstrate ROI
- Positioning: A scalable cross-channel advertising solution delivering AI-assisted planning, activation, and optimization with real-time insights and automation.

#### Persona: Media Planner
- Needs: Forecasting, cross-channel attribution, automation
- Goals: Deliver strong ROAS, meet KPIs
- Challenges: Data silos, complex attribution
- Pain points: Manual setup, data delays, inconsistent data
- Solution: Maestro enables AI-assisted planning and automated activation; SSAI provides seamless ad insertion; access to premium inventory via the platform.

#### Persona: Ad Operations Specialist
- Needs: Operational efficiency, real-time data, workflows
- Goals: Launch campaigns on time, optimize delivery
- Challenges: Partner integrations, tag management
- Pain points: Manual reporting, data lags
- Solution: Maestro automates activation and reporting; SSAI supports scalable streaming ads for reliable delivery.

#### Persona: Marketing Director
- Needs: Visibility into cross-channel performance, scalable solutions
- Goals: Scale campaigns, maximize ROI
- Challenges: Budget allocation, alignment across teams
- Pain points: Inconsistent cross-channel data
- Solution: Unified platform with AI-driven optimization and real-time insights to align investments.

### Streaming Platform Operators
Streaming platforms and AVOD services seeking seamless ad insertion and addressable monetization.
- Industry: Media, Streaming, Entertainment
- Geography: Global
- Pain points: Seamless ad stitching, addressable targeting, latency, monetization across devices
- Business goals: Maximize ad revenue, improve viewer experience, scale addressable campaigns
- Positioning: A reliable, server-side solution enabling addressable, seamless ads across streaming devices, with real-time decisioning and easy integration into existing ad servers and demand partners.

#### Persona: Monetization Manager
- Needs: Seamless SSAI integration, addressable ad experiences, performance metrics
- Goals: Maximize ad revenue, improve viewer engagement
- Challenges: Latency, measurement misalignment
- Pain points: Latency in ad stitching, revenue leakage
- Solution: Server-Side Ad Insertion enables seamless ads; Maestro provides real-time decisioning and optimization; direct inventory access supports efficient monetization.

#### Persona: Platform Strategy Lead
- Needs: Cross-platform measurement, integration with ad tech
- Goals: Scale monetization across platforms
- Challenges: Interoperability, data governance
- Pain points: Fragmented data, slow integration
- Solution: Maestro enables cross-channel optimization; SSAI integrates with ad servers and demand partners for cohesive monetization.

#### Persona: Ad Operations Lead
- Needs: Operational reliability, tagging and reporting
- Goals: Ensure campaigns deliver as planned
- Challenges: Latency, ad quality
- Pain points: Ad load failures, inconsistent metrics
- Solution: SSAI provides seamless ad insertion; Maestro offers real-time decisioning and robust reporting.