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Equativ (formerly known as Smart Adserver until 2022) is a French advertising technology offering adserving and programmatic monetization solutions. Created in 2001 as part of the aufeminin group, it has been bought by private-equity fund Cathay Capital in 2015 for 37 million €, and then to Capital Croissance for a secondary LBO in 2021. As of 2017 the company had over 700 clients, operating more than 30 000 websites. Its activities are managed through a dozen local offices in Europe, USA, Latin America and Asia.

Equativ focuses on mobile and rich media platforms as well as on video, including solutions for Advanced TV and on premium publishers.

History
Equativ was created in 2001 by aufeminin.com in order to manage advertisements on the publisher's websites. It became an independent company within the same group in 2005, then expanded locally and internationally from 20 clients in 2006 to 145 in 2008.

Axel Springer, the largest digital publishing house in Europe, bought AuFeminin in 2007. Following that take-over, Equativ expanded into Europe, Latin America and the United States. In 2015, Axel Springer sold the company to private equity fund Cathay Capital for 37 million €. In 2021 private equity fund Capital Croissance became the new majority shareholder of the company for a secondary LBO, in a bid to accelerate the development of the company in the United States and in connected TV.

As of 2020, the company operates 11 local offices worldwide: Paris, Nantes, New York, Mexico, São Paulo, Berlin, Milan, Madrid, Warsaw, London and Singapore, with a management team split between Paris, New York and London. Smart has received the Great Place to Work label in 2017.