Jordan Bevan
Supply-side platform Equativ (formerly Smart Ad Server) has announced its merger with omnichannel ad exchange Sharethrough to establish one of the world’s largest ad marketplaces and platforms.
The terms of the deal were not disclosed.
With over 720 employees across 18 countries and a combined net recurring revenue exceeding $200 million, the newly formed entity will provide a robust, independent alternative to walled gardens, Equativ said.
Equativ’s acquisition of Sharethrough is strategically aimed at expanding its presence in the US market, according to Adweek. Currently, only about 40% of Equativ’s business is in the US, while Sharethrough’s clientele is predominantly based in North America.
“The merger with Sharethrough marks a significant milestone in Equativ‘s history,” said Arnaud Créput, CEO of Equativ. “The exceptional complementarity and minimal overlap between our platforms will propel us among the top three independent SSPs worldwide, meeting the needs of advertisers, media owners, and consumers for greater control and simplicity in programmatic advertising.”
Sharethrough collaborates with top-tier U.S. publishers and generates its revenue evenly across display, native, and video advertising formats. In contrast, Equativ’s revenue distribution consists of 60% from display ads, 25% from online video, and 15% from connected TV.
In 2023, Equativ secured Bridgepoint as its primary investor, tripling in size over the past three years. In the first quarter of 2024, both Equativ and Sharethrough reported significant year-over-year growth—16% and 20%, respectively—spurred by strategic partnerships and increased revenue from curation, connected TV (CTV), and green media products. Together, they maintain strong relationships with major agency-holding companies, premium publishers, and Fortune 500 brands.
JF Cote, President & CEO of Sharethrough, added, “Our company cultures are exceptionally compatible. This merger allows us to create commercial and operational efficiencies and reach new levels of scalability, positioning us as industry leaders to our top-tier demand and supply-side partners.”
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