Equation is set to acquire Sharethrough in a strategic move aimed at standing out in the crowded supply-side platform (SSP) market. The merger will result in a combined company with a net recurring revenue exceeding $200 million. This acquisition marks a significant step in Equation’s efforts to enhance its competitive edge and offer more differentiated services in the digital advertising landscape.

Equativ, a supply-side platform with bases in Paris and New York, is set to acquire Sharethrough, an SSP known for its strong presence in North America and expertise in native advertising.

While the financial details of the deal remain undisclosed, the merger will result in a combined net recurring revenue exceeding $200 million. The acquisition is being financed by Equativ’s majority owner, private equity firm Bridgepoint, which acquired its stake in Equativ in February 2023 in a deal valued at approximately $370 million, according to Business Insider. This strategic move aims to bolster Equativ’s market position and enhance its service offerings in the digital advertising space.