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Equativ Unveils Maestro by Equativ: Its Most Advanced End-to-End


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A pioneer in curation technology unveils a next-generation solution designed to enable efficient, transparent transactions and fair distribution of value across the digital advertising ecosystem.

Equivalentglobal independent adtech company, announced major upgrades to its all-in-one curation platform Equativ Buyer Connect (EBC), now renamed Maestro by Equativ, which centralizes programmatic campaign management and gives ad buyers direct access to high-quality, scalable delivery. Since launching its curation platform four years ago, Equativ has collected feedback from more than 500 media agencies (including all six of the Big Six advertising agencies), publishers and data curators – who have collectively created more than 30,000 curation deals – to help drive improvements. and the unveiling of Equativ’s upgraded Maestro. This evolution gives curators more control through an optimized interface that allows them to define precise criteria for ad placement while ensuring campaigns meet safety, relevance and brand sustainability standards, ultimately leading to better results.

“We are grateful to Equativ for their support in managing inventory for our campaigns, resulting in better CTR, more views and wider reach,” said Sebastián Orduvini, Head of OMG Marketplace, Programmatic. “This highlights both Maestro’s impact and Equativ’s commitment to excellence and innovation in advertising.”

Maestro by Equativ boasts a global reach that includes direct integration with over 70 DSPs and over 30 data providers such as LiveRamp, Lotame, IAS and Audigent and more to maximize campaign effectiveness. Its intuitive interface and personalized support in 19 countries ensure easy adoption and operation worldwide. Some of the enhanced features of Equativ’s enhanced Maestro include:

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  • Advanced data options: Seamless first-party data integration, cookie-free solutions, alternative IDs, and data provider-agnostic support for various use cases such as targeting and frequency capping.
  • Meta bids for optimization: Advanced store management tools to enable more efficient operations and better results for end buyers.
  • Campaign activation: Curators have the ability to make direct deals using Equativ’s premium direct inventory.

Additionally, new Sharethrough legacy features will be released in the near future:

  • Creative Enhancement: Exclusive research-backed creative solutions designed to increase performance and engagement.
  • GreenPMPs™: With a simple and unique toggle, curators can reduce their campaign emissions by removing climate-risk sites with unnecessarily high emissions as measured by Scope3.

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“When we developed our first-generation curation technology in 2020, our goal was to create value for both media buyers and publishers,” said Parag Vohra, Chief Revenue Officer at Equativ.. “As the market and client needs have evolved, we’ve refined our intuitive all-in-one management platform to offer ad buyers unmatched control, enabling them to streamline omnichannel strategies, leverage first-party data and scale campaigns more efficiently, while still supporting a broader ecosystem.”

“Maestro helps us reach more users and use different advertising formats, both domestically and internationally,” said Piotr Wiktor, head of programmatic trading and partnerships at IPG Mediabrands. “The platform’s testing capabilities allow us to better allocate client budgets, and by benchmarking performance through our DSP, we select platforms with the best ROI. Equativ’s solutions often outperform the competition and we have always been satisfied with their support in helping our business grow in the right direction.”

“Equativ has been fantastic, providing invaluable training and support,” said Alyssa Allen, VP of Commercial Operations for Frameplay. “They’ve helped us activate in-game brand campaigns at a fraction of the traditional cost to reach a highly engaged audience.”

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