Equativ Unveils Upgraded Adtech Platform For Programmatic Campaign Management

KUALA LUMPUR, Jan 23 (Bernama) -- Equativ, a global independent adtech company, has unveiled significant upgrades to its all-in-one curation platform, Equativ Buyer Connect (EBC), now renamed Maestro by Equativ.

According to the company in a statement, the platform centralises programmatic campaign management, offering ad buyers direct access to high-quality, scaled supply.

“As the market and client needs evolved, we refined our intuitive, all-in-one curation platform to offer ad buyers unmatched control, enabling them to streamline omnichannel strategies, leverage first-party data, and scale campaigns more effectively while still supporting the broader ecosystem,” said Equativ Chief Revenue Officer, Parag Vohra.

Since launching its curation platform four years ago, Equativ has gathered insights from over 500 media agencies, including all six of the Big Six Advertising Agencies, as well as publishers and data curators. This feedback has played a crucial role in refining Maestro by Equativ, which now provides curators with enhanced control through a more optimised interface.

The new version of Maestro allows users to set precise criteria for ad placements, ensuring that campaigns adhere to brand safety, relevance, and sustainability standards, ultimately driving better outcomes.

Maestro’s global reach includes integration with over 70 demand-side platforms (DSPs) and 30 data providers like LiveRamp and Lotame, maximising campaign efficiency.

The platform features an intuitive interface and offers personalised support across 19 countries. Key improvements include advanced data capabilities, meta deals for better optimisation, and direct campaign activation using Equativ’s premium inventory.

Equativ’s future updates will also introduce creative enhancements backed by research, as well as the GreenPMPs feature, allowing curators to reduce emissions by filtering out high-emission sites.

-- BERNAMA