Lara Krumholz de Equativ
Equativ, a recently launched company following the fusion of DynAdmic, LiquidM and Smart AdServer, is looking to be an alternative to those walled-off spaces, and instead be transparent, respectful and resolute in providing technology to build a bridge between supply and demand. According to Lara Krumholz, Equativ’s EVP for Latin America, her strength is her focus on transparency and privacy. “Our main objective is making sure that advertisers pay a fair price for their audiences, for their media purchase, while also being sure that the editors get a fair share of that advertising budget,” she said. “Our chief mission is really to offer increased harmony, equity and transparency for all those providing online advertising.” Another area of Equativ’s investment is in addressable TV, where it seeks to be one of the principal associates of broadcasters and content producers in order to monetize its enterprise and so have a new source of income from addressable TV. “And the next opportunity we’re seeing is in retailer media where the idea is the same – to balance the interests of the largest retailers who need better buys and must centralize their operations to protect their data, since they now have very valuable data, and must activate their campaigns, but also have the chance to monetize their own ecommerce sites through associates that sell through their ecommerce markets.”
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