Equativ, a leading global independent adtech company, has unveiled significant upgrades to its all-in-one curation platform, now renamed Maestro by Equativ. This evolution centralizes programmatic campaign management and provides ad buyers with direct access to high-quality, scalable inventory. Building on feedback from over 500 media agencies, including the Big Six Advertising Agencies, publishers, and data curators, Maestro enhances campaign control, ensuring precision, brand safety, and sustainability standards—driving better outcomes for ad buyers.

1. Transforming Ad Campaign Management

• Maestro by Equativ offers an optimized interface, providing curators with greater control over ad placements. This ensures campaigns align with brand safety standards and are relevant to target audiences.
• The platform has gained significant traction globally, with over 30,000 curated deals already created. It now integrates with more than 70 DSPs and 30 data providers such as LiveRamp, Lotame, IAS, and Audigent.

2. Key Features and New Enhancements

• Advanced Data Capabilities: Seamless integration of first-party data, cookieless solutions, alternative IDs, and agnostic data providers, which supports a range of use cases such as targeting and frequency capping.
• Meta Deals for Optimization: New advanced deal management tools streamline operations and ensure better results for ad buyers.
• Campaign Activation: Curators can now directly activate deals, utilizing premium direct inventory from Equativ to drive better campaign performance.

3. Legacy Expertise and Upcoming Features

• The inclusion of Sharethrough's legacy expertise brings valuable enhancements such as:
  • Creative Enhancements: Research-backed creative solutions designed to boost ad performance and engagement.
  • GreenPMPs™: This feature enables curators to reduce emissions from campaigns by excluding high-emission sites, thus promoting more sustainable advertising practices.

4. Client Testimonials Highlighting Success

• Sebastián Orduvini, OMG Marketplace Lead at Programmatic, praised Maestro for driving better CTR, increased views, and broader reach, emphasizing Equativ’s commitment to excellence.
• Piotr Wiktor, Head of Programmatic Trading & Partnerships at IPG Mediabrands, acknowledged the platform's ability to optimize ad budgets, with Maestro outperforming competitors and offering greater ROI.
• Alyssa Allen, VP of Commercial Operations at Frameplay, highlighted how Equativ helped deliver in-game brand campaigns at a fraction of traditional costs, reaching highly engaged audiences.

5. Equativ’s Vision for the Future

• Parag Vohra, Chief Revenue Officer at Equativ, emphasized how the platform’s evolution aligns with the market’s evolving needs. With enhanced control and streamlined omnichannel strategies, Maestro by Equativ supports the broader ad ecosystem while enabling ad buyers to scale campaigns effectively and leverage first-party data.

The upgraded Maestro by Equativ offers a powerful, all-in-one platform for programmatic advertising, providing ad buyers with unprecedented control over their campaigns. With advanced data capabilities, enhanced creative tools, and sustainability features like GreenPMPs™, Maestro not only drives better outcomes but also empowers businesses to execute more efficient and responsible advertising strategies.