Adloox, the sole European and MRC-accredited ad-verification suite, and Equativ, the leading independent ad platform, announce today their partnership. This takes the shape of an official integration of Adloox measurement features directly into Equativ’s ad-server suite. It will enable publishers using Equativ to measure and verify the quality of the traffic going through their advertising channels.

Adloox measurement services for publishers

Adloox ad-verification suite allows publishers to measure all pre-bid and post-bid traffic going through their websites, including detection of invalid or non-human traffic and the viewability measure of location and each format available on their websites. In addition to this, it offers automatic upstream filtering of non-brand safe content and invalid traffic (IVT), thanks to brand safety and fraud exclusion segments that can be activated directly from the ad server. Finally, Adloox makes it possible to reach viewability objectives thanks to personalized segments that can be activated from the ad server as well

An easy, plug-and-play set up in Equativ

This integration makes it possible to meet the needs of publishers using Equativ's ad-server services. Until now, traffic teams using Adloox measurement services had to integrate the Adloox JS measurement tag manually, which can be a tedious and time-consuming process when dealing with a large number of creatives.

Now, an Adloox opt-in is directly available in the Equativ tool, at the request of the client. This allows their teams to select a partner measurement script (Adloox) when editing a creative, directly inside Equativ’s UI.

After extensive testing, Adloox and Equativ are confident of the positive impact this feature will have for publishers.

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About Equativ

Equativ is one of the leading independent adtech platforms built to serve the interests of both advertisers and publishers. Equativ provides brand and privacy-safe solutions that empower its clients to achieve maximum impact while respecting the rights of consumers, and combines client expertise and engineering excellence to serve the interests of both the supply-side and demand-side with equal professionalism and technical sophistication. Headquartered in Paris and New York, Equativ operates globally with a team of more than 550 in 20 offices. Equativ offers the market its own independent ad server, SSP, buyer tools, and media services to fulfill the promise of advertising technology.

Learn more at equativ.com