Equativ, the global independent ad tech company, announced the strategic acquisition of Kamino Retail, the flexible and agnostic on-site retail media platform designed for retailers. Supported by Bridgepoint, its primary investor, Equativ has tripled in size over the last three years, driving significant growth and innovation across the ad tech landscape. 

This expansion enhances Equativ’s retail media capabilities and expands upon the company’s recent merger with Sharethrough, which created one of the largest global independent ad marketplaces. With more than 20 years of experience in ad tech, Equativ, present in 18 countries, has also established strategic relationships with the largest international advertising agencies, premium publishers, and Fortune 500 brands. The acquisition marks a major step forward in Equativ’s commitment to innovation and growth within the retail media sector, expected to capture USD$166bn (£124.6bn) globally by 2025. Kamino Retail's flexible and interoperable solutions, combined with Equativ's ad tech expertise, now enable retailers to benefit from a centralised technology platform that brings together the best of on-site and off-site monetisation with access to all demand sources, including programmatic. 

For retailers: A complete suite of solutions: Through the acquisition, Equativ and Kamino Retail provide retailers with independent, transparent on-site and off-site solutions that unlock the potential of their advertising space and shopper data. Retailers can enrich their media with innovative formats like video, activate first-party data, and build a customisable, API-driven media stack. This allows for greater control over technology and brand relationships, streamlined campaign management, and enhanced shopper experiences with personalised, native ads. The platform supports both endemic and non-endemic brands, automating programmatic demand to drive revenue growth.

For agencies and brands: Simplicity and performance: Agencies and brands benefit from flexible media activation with their choice of DSP, while leveraging Kamino Retail’s algorithms for optimised campaign performance. Equativ’s technology integrates seamlessly across web, mobile, and in-app environments, enhancing engagement with high-funnel formats like retail media video. The platform also provides a scalable, centralised solution for both on-site and off-site retail media success.

"The acquisition of Kamino, alongside our recent merger with Sharethrough, reinforces our commitment to driving innovation and strategic growth within key sectors of the digital advertising landscape," says Arnaud Créput, Equativ’s CEO. "This integration of shared strengths allows Equativ to provide even stronger value for our partners. Offering access to a comprehensive, transparent, results-driven, and ever-expanding suite of solutions ensures we can both continuously cater for evolving needs and enhance our position in the global ad market."

"More than a choice, this strategic acquisition was an obvious choice for us! Equativ’s proven off-site technology suite, combined with Kamino Retail’s expertise and unique platform, allows us to provide our customers with ever more efficient, agnostic, interoperable and integrated solutions," says Elie Aboucaya, co-founder of Kamino Retail. "Equativ’s global presence, combined with their strategic partnerships, provides a significant boost to our international deployment and our technological roadmap," adds Marianne Schneider, co-founder of Kamino Retail.

Jean-Baptiste Salvin, partner at Bridgepoint Development Capital, adds: "We are thrilled to support Equativ’s acquisition of Kamino Retail, a pivotal move that combines Equativ’s programmatic advertising expertise with Kamino’s cutting-edge retail media solutions. We are confident that this collaboration will unlock significant value for retailers and stakeholders alike, reshaping the future of programmatic advertising with a unified, results-driven approach."

Equativ

Equativ is the new single name for Smart Adserver, DynAdmic, and LiquidM — three proven innovators in advertising technology. The vertically integrated company provides brand and privacy-safe solutions that empower its clients to achieve maximum im...

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