Equativ
App monetization platforms
Publisher ad server software
Supply side platforms (SSP)
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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- Media and communications
- Arts, entertainment, and recreation
- Banking and insurance
What is Equativ
Equativ is a programmatic advertising platform that provides supply-side capabilities for publishers and media owners to sell digital ad inventory across channels such as web, mobile, and video/CTV. It combines an SSP with publisher ad serving and yield tools to manage inventory, connect to demand sources, and run programmatic deals. Typical users include digital publishers, broadcasters, and app publishers that need centralized control over monetization and reporting. The product is positioned as an independent ad tech stack that supports direct and programmatic sales workflows.
Omnichannel inventory monetization
Equativ supports monetization across multiple inventory types, including display, video, and connected TV environments, which helps publishers manage cross-channel yield in one platform. This is useful for organizations that operate both web and app properties and want consistent controls. The platform’s SSP focus aligns with programmatic selling and deal execution rather than only mediation-style app monetization.
Integrated ad serving and SSP
Equativ offers publisher ad serving capabilities alongside supply-side tools, reducing the need to stitch together separate systems for trafficking, delivery, and programmatic selling. This can simplify operations for teams that want unified forecasting, pacing, and reporting across direct and programmatic demand. It also supports workflows for private marketplace and programmatic guaranteed deals that many publishers use to diversify revenue.
Publisher controls and reporting
The platform provides controls relevant to publishers, such as inventory management, deal management, and performance reporting used for yield optimization. These capabilities help teams analyze demand performance and adjust floor prices, packaging, and routing decisions. Compared with app-only monetization tools, the feature set is oriented toward broader publisher operations and governance.
Complexity for smaller publishers
An SSP plus ad server stack typically requires more setup, trafficking discipline, and ongoing optimization than lightweight monetization tools. Smaller publishers or app developers with limited ad ops resources may find onboarding and day-to-day management demanding. Organizations may need vendor support or experienced programmatic staff to realize full value.
Ecosystem and demand variability
Programmatic outcomes depend on the breadth and quality of connected demand sources, buyer adoption of deals, and regional market dynamics. Performance can vary by geography, content category, and inventory type, and publishers may need to test and tune integrations. This is a common constraint for independent SSPs operating alongside large, vertically integrated ecosystems.
Not a pure app mediation focus
While Equativ supports mobile and app inventory, its core positioning centers on publisher ad serving and SSP capabilities rather than being a dedicated in-app mediation network. App-first teams that prioritize SDK-based mediation, rewarded formats, and network waterfall tooling may need additional components. Fit depends on whether the primary need is programmatic selling and ad serving versus app-network mediation.
Plan & Pricing
Pricing model: Custom / Contact sales (no public subscription tiers listed)
Publicly disclosed fees & example costs (from Equativ official site):
- Semantic & performance targeting: Standard segments €0.20/CPM; Custom segments €0.20/CPM; Language/COVID-19 exclusion €0.05/CPM. (semantic & performance targeting documentation)
- Currency conversion fee: 2.5% fee applied when publisher (network) currency differs from the demand partner (DSP) currency; applies to open auctions. (currency management documentation)
- Data marketplace / audience segment fees: Equativ displays a per-segment data fee in the UI; API/docs examples show audienceSegmentsDataCost values (example: 0.96 in API example). (audience targeting / API docs)
- Invalid traffic detection & filtering (HUMAN): stated as free of charge when using RTB+ in your network. (invalid traffic filtering documentation)
- Deal / API example prices: API documentation includes example deal prices/CPMs (examples shown include prices like 1.224 USD and 0.333 EUR) — these illustrate deal-level CPM values, not subscription pricing.
How to obtain product pricing:
- Equativ promotes enterprise access (Maestro, RTB+, SSP, Curation) with "Request demo" / contact sales CTAs; no public per-user or per-seat subscription pricing page was found on the official site.
Notes: All information above is taken from Equativ's official website (product pages and help/documentation). No public subscription tiers, monthly/annual plans, or free/trial plans were listed on the vendor site.
Seller details
Equativ
Paris, France
2006
Private
https://www.equativ.com/
https://x.com/equativ
https://www.linkedin.com/company/equativ/
