Equativ integrates with NinaData

The integration will make NinaData’s contextual targeting and buying intent tools available on Equativ’s Buyer Connect digital advertising curation platform.

The companies said the integration would allow media buyers to target audience segments with relevant advertising without using third-party cookies or first-party data.

NinaData uses a large language model (LLM) to make buying intent predictions and demonstrate to advertisers where audiences can be reached.

Valtteri Pukander, chief executive at NinaData, said: “We’re thrilled to partner with Equativ and bring our contextual LLM targeting capabilities to the company’s platform – by leveraging our buying intent targeting alongside Equativ’s Buyer Connect platform, advertisers can automate and streamline the ad buying process at scale, saving time and resources.”

Matthew O’Reilly, senior director, platform partnerships at Equativ, added: “By bringing together a portfolio of partners that offer industry-leading data solutions, such as NinaData, our Equativ Buyer Connect offers media buyers seamless access to a multitude of targeting options designed to meet the needs of today’s privacy-centric marketers.

“Together, we are delivering high-performing contextual ads that drive results for advertisers and publishers while protecting consumer privacy.”