Curated Deals at the Heart of the Collaboration Between Weborama & Equativ
by on 8th Sep 2022 in News
Weborama and Equativ (formerly Smart) are strengthening their partnership to serve publishers, advertisers, and agencies. The semantic analysis specialist has chosen the independent ad tech’s curation solution to exploit and activate its semantic, cookieless and consentless contextual segments directly on Equativ’s premium inventory. This offer will be fully secured through the creation of curated deals.
The goal of both partners is to offer media buyers direct access to data-driven, multi-publisher inventory packages, and thus enhance the value of an increasingly premium advertising ecosystem.
Thanks to its proprietary Semantic artificial intelligence algorithm, Weborama creates segments that offer a refined understanding of the audience and enable targeting, even in cookieless and consentless environments. These segments were already available to Equativ’s publishers on its ad monetisation platform. With this extension of the partnership between the two players, the data can now be activated by media buyers in unique inventory packages, combining media and data. Through its curation solution, Equativ allows Weborama to maximise the exploitation of its data by creating custom multi-publisher deals that can be activated within all DSPs.
Media buyers benefit from the power of Weborama’s audience data and contextual semantic signals, combined with Equativ’s powerful targeting parameters and ecosystem. This collaboration allows advertisers and their agencies to optimise their media investments and significantly improve the operational management of campaigns, without compromising performance and while respecting users’ privacy choices.
“This partnership combines the precision of Weborama’s advanced targeting and the power of semantic contextual data with the reach of premium inventory to deliver to create high-performance campaigns for advertisers and agencies. The Equativ platform (SSP and Curation) makes it easy and intuitive to create deals that combine data and media.” Mykim CHIKLI, CEO EMEA, Weborama.
“In an increasingly fragmented and complex advertising ecosystem, we are delighted to extend our partnership with Weborama, which shares our vision of a more transparent and secure value chain. Our goal is to provide the market with a clear and readable view of transactions, while providing control over data and financial flows. That’s what our curation offering is all about.“ David PIRONON, executive vice president strategic, data & platform partnerships, Equativ.
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