Equativ

Consumer trust in AI search is growing; “containerization” is the new ad industry buzzword; and publisher collectives fight back against AI.

AdExchanger and Equativ are partnering to power live content, executive conversations and multi-channel distribution from Cannes Lions 2026.

Classify is entering a crowded space of AI-powered contextual curation offerings. But the company is already teasing some high-profile integrations thanks to its network of well-connected advisors.

Equativ is now blocking made-for-advertising content from all exchange activity, marking a larger trend of pushing to eliminate MFA sites.

If an alternative identifier is present in the bidstream, and no one transacts on it, does it make a sound? The availability of alt IDs in open auctions has steadily increased, but demand has yet to catch up with supply.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

Meet Greenbids, a Paris-based startup that helps intermediaries reduce carbon in the bid stream using predictive machine learning.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Apple’s Bite Apple will now let paid subscription apps (think The Economist or meditation app Calm) offer audio content exclusively for their subscribers, a trendy tactic in Podcast Land. Spotify has a similar idea, but it partners with the subscription service Patreon. And […]

Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?

In theory, there is a lot a publisher may know about how audiences interact with their content that doesn’t fit neatly into the way cookies operate or the broader categorization schemas that are used today. This is where SDAs can make all the difference, writes Andrew Rosenman, global product marketing lead for advanced TV and video at Equativ.

How will the high-stakes game of antitrust chicken between Google and the US Department of Justice play out? It could be a first important proactive step toward true structural change – not just at Google but across many of the biggest players in the industry, writes Arnaud Créput, CEO of Equativ.