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 generated revenue of around $250 million in 2022. Its primary offerings include real-time bidding (RTB) and programmatic advertising solutions, encompassing independent ad servers, supply-side platforms (SSPs), buyer tools, and media services.
On May 16, 2025, Equativ announced a platform-wide ban on Made-for-Advertising (MFA) inventory across its global exchange, encompassing both Equativ and Sharethrough platforms. This action, announced at the Jounce SPO Summit in NYC, follows a 2023 decision to block MFA from all private marketplace deals. The company expanded the ban to include all exchange activity, including the open exchange. Separately, the IAB Tech Lab launched an open-source server-side ad management framework in collaboration with Equativ. This new tool, called Trusted Server, aims to enhance programmatic buying by shifting advertising functions from a browser to a publisher-operated infrastructure.
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 AT&T, Verizon Consumer and T-Mobile. Equativ has commercial and technical partners like Adelaide, Deutsche Telekom and Harmonic.
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