Equativ is growing by sheer force, damnit.
The French adtech company, formerly known as Smart AdServer, doesn’t just own an ad server, it also operates an SSP and provides solutions for buyers. Today, it announced the acquisition of Kamino Retail, an SSP for retail media networks. Kamino Retail enables both on-site and off-site monetization while supporting programmatic demand.
Equativ says, in its press release, that the acquisition “marks a major step forward” in its retail media push. “Kamino Retail’s flexible and interoperable solutions,” the release reads, “combined with Equativ’s adtech expertise, now enable retailers to benefit from a centralized technology platform that brings together the best of on-site and off-site monetization with access to all demand sources, including programmatic.”
Terms of the deal were not disclosed.
Why This Matters:
Does this qualify as a buying spree? This is Equativ’s second major deal of the year, following its acquisition of native and video-focused SSP Sharethrough over the summer. That move reportedly placed Equativ among the top three independent SSPs worldwide, expanding its global and U.S. footprint.
Now, Equativ is acquiring Kamino Retail as it seeks to capture not just video and CTV revenue but also retail media. According to the release, the deal reflects “Equativ’s commitment to innovation and growth within the retail media sector, expected to capture $166 billion globally by 2025.” In short, Equativ is scaling up and positioning itself in two key growth areas: CTV/video and retail media.
Equativ is backed by private equity firm, Bridgepoint, who acquired a majority stake in the business in 2023. At the time, the CEO of Equativ said, “Bridgepoint… will help to provide additional resources to accelerate our investments and achieve our ambitions.” Deutsche Telekom also revealed it was backing Equativ earlier this year. All of that support is now paying off.
Experts React:
Arnaud Créput, Equativ’s CEO, says the Kamino Retail deal, alongside its merger with Sharethrough, strengthens the company’s “commitment to driving innovation and strategic growth within key sectors of the digital advertising landscape.”
Meanwhile, Marianne Schneider, co-founder of Kamino Retail, said, “Equativ’s global presence, combined with their strategic partnerships, provides a significant boost to our international deployment and our technological roadmap.” Basically, a big partner helps them scale and grow their product.
Our Take:
We’re seeing more adtech companies this year double down on their focus on retail media. Beyond Equativ, players like The Trade Desk, Yahoo, and Perion have all been outspoken about retail media as a priority. We can expect more specialized solutions, like Kamino Retail, to emerge as retailers look for support, while larger companies may seek them out as potential partners or acquisition targets.
