Smart AdServer

Equativ, formerly Smart AdServer, is a vertically integrated ad tech platform. It combines an ad server, a supply-side platform, a demand-side platform, curation and CTV ad insertion, with a focus on premium publishers and Advanced TV. Customers include publishers, advertisers, agencies and retailers. It earns money from technology and media-services fees on programmatic and direct ad transactions. Smart AdServer was created in 2001 inside aufeminin.com and became independent in 2015. It was sold to Cathay Capital in 2015 and to Capital Croissance in 2021. It rebranded as Equativ in 2022 after acquiring DynAdmic and LiquidM, and Bridgepoint became majority shareholder in 2023. Net recurring revenue was over $200M in 2024, and the company reports 800+ employees (2025).