Global ad tech firm Equativ enters Japan

Yesterday, February 11, 2025, independent advertising technology company Equativ announced its expansion into Japan, marking a strategic move into the world's fourth-largest digital advertising market. The expansion comes as Equativ has demonstrated substantial growth, having tripled in size during the past three years.

According to MAGNA's latest market analysis, the Asia-Pacific advertising sector is projected to experience a 5.9% growth in 2025, reaching a total market value of $289 billion. This expansion positions Equativ to capitalize on the increasing demand for programmatic advertising solutions in the region.

The company's entry into Japan adds to its existing APAC operations, which include established presence in Dubai, India, and Singapore. To lead the new Tokyo office, Equativ has appointed Philip Tabet as Managing Director of Equativ Japan. Tabet, who previously served as Managing Director of MOBKOI Asia, will report to Celine Gauthier Darnis, who holds the position of Executive Vice President for the Asia and Middle East Region.

In a statement regarding the expansion, Equativ CEO Arnaud Créput said: "Japan is a significant player in the APAC/MENA region, which already includes our operations in Dubai, India, and Singapore. This new office is part of our broader global expansion plan, investing in high-potential markets to drive growth and innovation for our clients. There is rising demand for programmatic solutions, which Equativ is strategically equipped to meet through its localized operations, global expertise, and premium products."

The company plans to introduce its curation platform, Maestro by Equativ, to the Japanese market. The platform recently received recognition as "Best Digital Product Innovation" by Digiday Europe. Maestro enables media buyers to access inventory with specific focus on transparency, brand safety, relevance, and sustainability features.

Chief Revenue Officer Parag Vohra provided technical insights about Maestro's capabilities: "Since launching Maestro in 2020, we've expanded globally to provide media buyers with innovative and sustainable solutions for reaching core audiences. By providing agencies with greater control over ad placements, our solutions can ensure campaigns align with brand standards while driving better outcomes. Today, Maestro is a trusted partner for more than 500 media agencies, including all of the Big Six Advertising Agencies."

To facilitate its entry into the Japanese market, Equativ has formed a strategic partnership with FastTrack, a specialized company focused on scaling Western ad tech businesses in the APAC region. This collaboration aims to establish strong connections within Japan's local adtech industry.

The expansion follows Equativ's recent corporate developments, including a merger with Sharethrough and the acquisition of Kamino Retail. These strategic moves have strengthened the company's position in programmatic video, Connected TV (CTV), and data-driven solutions. The company maintains operations across 19 countries with a workforce exceeding 750 employees.

Equativ's technical infrastructure supports various advertising technologies, including an advanced Supply-Side Platform (SSP), curation services, and retail media capabilities. The company's systems are designed to facilitate programmatic advertising while maintaining consumer privacy standards.

The Japanese office joins Equativ's global network of locations, which includes operational centers in major markets. The company maintains dual headquarters in Paris and New York, reflecting its international scope and commitment to serving diverse market needs.

This expansion represents a significant development in the programmatic advertising landscape, as it brings additional technological capabilities to Japan's digital advertising sector. The move aligns with broader industry trends toward increased automation and data-driven decision-making in advertising placement and optimization.