Equativ Names Seekr its Exclusive Brand Suitability Partner

Equativ, the global leading independent ad platform, announced today (January 31st, 2024) that it has partnered exclusively with Seekr, an artificial intelligence company specialising in transparent content evaluation and generation, to give brands greater reach and unprecedented visibility into the suitability of content within its brand safe environments.

The partnership, which is Seekr’s first integration with a supply-side platform (SSP), enables Equativ’s clients to identify more brand-suitable advertising opportunities within its premium, brand-safe inventory. Equativ clients can leverage Seekr’s content analysis and scoring capabilities in their private marketplaces to offer advertisers highly desirable brand-suitable environments, enabling them to expand their audience reach, which ultimately benefits both advertisers and responsible publishers.

Seekr is an industry leader in responsible, trusted, explainable AI. The company combines its expertise in web-scale search, content processing, pattern recognition, and signals analysis with a task-oriented large language model that truly understands language – not only the meaning of words, but also context and nuance in both written text and spoken language. Seekr’s proprietary AI algorithms detect a variety of signals in online content that indicate the presence of brand suitability risk. These signals include clickbait, unattributed or poorly sourced assertions, hostility and incivility, subjectivity, and exaggeration, among others.

Equativ’s partnership with Seekr solves a persistent pain point in ad tech: the challenge of evaluating content at scale with contextual clarity and transparency. Conventional brand-safety solutions have employed blunt, overly broad approaches that are unreliable and confusing. This confusion creates paralysis by analysis for brands, depriving advertisers of high-value impressions – even entire categories – while costing publishers nearly USD$3bn (£2.4bn) in lost revenue. 

These challenges are exacerbated by the proliferation of Made for Advertising sites – websites that prioritise revenue over content quality, and subsequently diminish the credibility of brands and reduce the effectiveness of ad campaigns.

“The industry is crying out for ways to address advertising’s effectiveness issues, while maintaining quality inventory,” said Gregg Rogers, senior director, curation & demand partnerships at Equativ. “Our commitment to addressing this challenge means we’re determined to maximise the value that direct access to our quality, brand-suitable inventory offers. Our partnership with Seekr is a big step forward in cleaning up digital advertising because it gives advertisers more transparency and contextual clarity into online content, which brands need to confidently and safely reach new audiences.”
Its partnership with Equativ comes on the heels of Seekr’s formal unveiling of Align, a leading AI-powered tool that enables advertisers to evaluate and rate podcast content at scale against unique brand safety and suitability criteria. The Align platform, which was introduced earlier this month, will soon expand to evaluate and score all types of web content – including audio, text and video – making it the most comprehensive and advanced multi-channel brand suitability tool on the market.

“Explainability and transparency are critically important in cultivating trust. Seek’s brand suitability solution evaluates web-based content accurately, uniformly, and quickly, and importantly, it allows every stakeholder – advertisers, publishers, and other content producers – to understand exactly what factors are impacting content ratings,” said Rob Clark, president & chief technology officer at Seekr. “We’re thrilled to integrate our brand suitability capabilities into Equativ’s platform, which runs more than 120 billion auctions daily. Our partnership with Equativ will allow more brands to maximise the impact of their advertising and reach new audiences, with the confidence that their investments are brand safe and brand aligned.”


Equativ is the new single name for Smart Adserver, DynAdmic, and LiquidM — three proven innovators in advertising technology. The vertically integrated company provides brand and privacy-safe solutions that empower its clients to achieve maximum im...
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