News Summary:
Equativ recently participated in a discussion on July 24, 2026, alongside leaders from Mediaplus and Truthset, focusing on establishing lasting AI foundations that prioritize adoption over acquisition and people over process. Earlier, on July 20, the company addressed CTV measurement as a significant concern in digital advertising, citing eMarketer's projection of U.S. CTV ad spending reaching $37.70 billion this year, reflecting a 13% year-over-year increase. This follows the July 7 launch of the European Media Marketplace, a joint initiative by a coalition of European media owners, telecom operators, data firms, and adtech companies, including Equativ. The marketplace aims to streamline digital advertising across the region and reduce media buying fragmentation, connecting premium publishers, first-party data, and AI-powered activation into a single buying point, as announced on July 11 by ten European groups. Previously, on July 9, Equativ collaborated with inPowered AI to explore how containerization is transforming the programmatic supply chain by integrating custom AI decisioning models directly into SSP environments.
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