News Summary:
Equativ, LiquidM's parent company, joined a coalition of major European media owners, telecom operators, data firms, and adtech companies to launch the European Media Marketplace, as reported on July 13, 2026. This initiative aims to streamline digital advertising across the region and reduce fragmentation in media buying. Founding members include Deutsche Telekom's T Advertising Solutions, Experian, Orange Advertising, Vodafone, Virgin Media O2, Adevinta units leboncoin and Kleinanzeigen, Vinted, and lastminute.com. The marketplace, first announced on July 7, 2026, by a coalition of ten European groups, establishes an advertising framework intended to connect premium publishers, first-party data, and AI-powered activation into a single buying point for advertisers operating across the continent.
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