Equativ, formerly known as Smart AdServer, is a privately owned advertising technology company founded in 2001 and headquartered in France. Employing approximately 550 people, the company provides a range of services within the real-time bidding (RTB) and programmatic advertising space, including independent ad servers, supply-side platforms (SSPs), buyer tools, and media services. In 2024, Equativ's revenue was less than $500 million.
On September 10, 2025, Equativ released survey data indicating 75% of consumers show an appetite for non-invasive ads, and that consumers increasingly rely on AI for product discovery, answers, and summarization. This research, titled “The Impact Of AI On The Consumer’s Browsing Behavior,” highlights AI's influence on information-seeking habits, particularly among younger demographics. Separately, on September 16, 2025, Equativ announced a strategic partnership with Trainline, Europe’s top independent rail and coach travel app. This collaboration provides access to Trainline’s in-app and web display inventory in the UK and key European markets through header bidding integration within Equativ’s media platform, Maestro.
Equativ offers 4 products in the ad tech industry. Equativ's product portfolio comprises of RTB and programmatic.
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Equativ's revenues were less than $500M in 2024. Caretta Research has split Equativ's revenue into 3 different product categories, the largest of which is ad exchange. For full access to Equativ's revenue breakdown subscribe to Caretta Portal.
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Equativ's customers primarily consist of telecoms and telecoms services companies. Examples of Equativ's customers include T-Mobile, AT&T and Verizon Consumer. Equativ has commercial and technical partners like Deutsche Telekom, Harmonic and Adelaide.
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