Equativ updates Maestro platform for better ad management

Equativ has announced significant updates to its curation platform, now called Maestro by Equativ, aimed at improving campaign management and providing advertisers with direct access to high-quality supply.

Having launched its curation platform four years ago, Equativ has since collected feedback from over 500 media agencies, publishers, and data curators, which has shaped the developments in the new iteration of Maestro by Equativ. The enhancements are intended to give curators more control, allowing them to specify exact criteria for ad placements, ensure alignment with brand safety, and maintain relevance and sustainability, aiming for improved campaign results.

"We are grateful to Equativ for their support in curating inventory for our campaigns, leading to better CTR, increased views and broader reach," said Sebastián Orduvini, OMG Marketplace Lead, Programmatic. "This highlights both Maestro's impact and Equativ's commitment to excellence and innovation in advertising."

Maestro by Equativ now has global integration, featuring connections with over 70 Demand Side Platforms (DSPs) and more than 30 data providers, including LiveRamp, Lotame, IAS, and Audigent. The platform supports intuitive operation across 19 countries, supported by personalised service to ensure smooth adoption.

Some of the enhanced features include advanced data capabilities with support for first-party data, cookieless solutions, alternative IDs, and agnostic data provider support tailored to various use cases such as targeting and frequency capping. Meta deals for optimisation allow for advanced deal management to streamline operations further.

Additional features set to be released include creative enhancements and GreenPMPsTM, which allow curators to reduce campaign emissions through an exclusive toggle feature.

"When we developed our first-generation curation technology in 2020, our goal was value creation for both media buyers and publishers," said Parag Vohra, Chief Revenue Officer at Equativ. "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."

Piotr Wiktor, Head of Programmatic Trading & Partnerships at IPG Mediabrands, commented, "Maestro helps us reach more users and utilize various ad formats, both domestically and internationally. The platform's testing options let us better allocate clients' budgets, and by comparing performance through our DSP, we choose platforms with the best ROI. Equativ's solutions often outperform competitors' and we've always been satisfied with their support, helping our business grow in the right direction."

Alyssa Allen, Vice President of Commercial Operations of Frameplay said, "Equativ has been fantastic, providing invaluable training and support," noting how the system helped "activate in-game brand campaigns at a fraction of traditional costs, reaching highly engaged audiences."