Can Equativ handle newsletter advertising?

Yes, Equativ supports newsletter ad insertions, though with some setup complexity and email client limitations. AdButler goes further by letting you update ads after your newsletter is sent—perfect for fixing broken links or rotating offers based on when each person opens.

Do both platforms offer APIs for programmatic integration?

Absolutely. AdButler provides comprehensive JSON APIs for ad serving, reporting, and campaign management. Equativ offers APIs focused on their ad serving and SSP monetization tools.

Which platform is better for retail media?

Both excel here. AdButler gives you ProductDB for catalog management and JSON templates for sponsored listings. Equativ acquired Kamino Retail and offers an integrated retail media suite. Choose based on whether you prefer building blocks or a complete package.

How much does each platform cost?

AdButler publishes transparent pricing starting at $179/month—you can see costs and start a trial immediately. Equativ uses enterprise-only custom quotes, which typically require a sales cycle.

What's the story behind Equativ?

Equativ emerged from the 2022 rebranding of Smart AdServer, combined with strategic acquisitions including Nowtilus for CTV and Kamino for retail media. They've evolved from a pure ad server into a broader monetization platform.

Can I use both platforms together?

Yes. Many publishers keep Equativ for SSP and CTV while adding AdButler for newsletter ads, self-serve portals, and retail media features. You don't have to rip and replace everything.

AdButler vs Equativ (Smart AdServer)

Equativ delivers a powerful ad server with SSP integration, strong CTV capabilities, and retail media tools. AdButler complements that foundation with specialized features for modern publishers: editable newsletter ads, white-label advertiser portals, AI-powered contextual targeting, and product catalog integration. Plus: 99.99% uptime, 90+ global edge locations, and transparent pricing starting at $179/month.

SOC 2 Type IISSO/SAML99.99% uptimeGlobal data residency

TL;DR — When to pick each

Choose AdButler if you want:

Newsletter ads you can edit after sending — fix broken links or rotate offers without resending campaigns
Self-serve advertiser portals where buyers can purchase, pay, and launch campaigns under your brand
AI-powered contextual targeting that analyzes your content and builds audience segments automatically
Product catalog integration for sponsored listings and native commerce ads
First-party audience targeting without buying a separate DMP
Shoppable video ads that drive direct product conversions
Transparent pricing starting at $179/month with 99.99% uptime guarantee

Choose Equativ if you want:

Unified ad server with built-in SSP for programmatic monetization
Best-in-class CTV and server-side ad insertion capabilities
Established retail media suite with strategic partnerships
Enterprise-only sales model with custom pricing

Features Built Into AdButler

These capabilities come standard with AdButler. No integrations, no extra vendors, no assembly required.

Update Newsletter Ads After They're Sent

Fix broken links, rotate offers, or swap creatives post-send. Each recipient gets personalized delivery based on when they open your email.

Let Advertisers Buy Directly From Your Site

Launch a branded self-serve portal where advertisers can purchase, pay, and go live without your team touching each order. Optional GAM sync keeps your systems in harmony.

Target by Content Context Automatically

AI analyzes your articles and generates audience segments based on topics and keywords. Sell context-driven packages without manual tagging.

Turn Product Catalogs Into Ad Inventory

Import your product feed and instantly create sponsored listing zones. Native JSON templates mean less custom frontend code.

Build First-Party Audiences Without a DMP

Upload customer attributes and create targetable segments directly in the platform. No external data warehouse required.

Make Video Ads Shoppable

Combine VAST video with product companion cards that link directly to SKUs. Drive conversions while viewers watch.

Enterprise-Grade Infrastructure Out of the Box

90+ edge locations worldwide, 99.99% uptime guarantee, SOC 2 compliance, and SSO support. Built for scale from day one.

Custom Development When You Need It

Our engineering team can build bespoke integrations and workflows tailored to your unique requirements.

Head-to-head comparison

Area	AdButler	Equativ (Smart AdServer)	Takeaway
Delivery model	Complete ad server with robust APIs	Ad server plus integrated SSP	Why it matters: Equativ bundles monetization tools; AdButler gives you flexibility to choose your own SSP partners.
Newsletter ads	Update ads after send, unique delivery per open	Static newsletter insertions with email client limitations	Why it matters: Fix broken links or rotate offers without resending campaigns. Critical for newsletters with long open windows.
Self-serve portals	Built-in white-label advertiser portal with payments	Self-service focused on SSP operations, not advertiser-facing	Why it matters: Reduce sales team workload by 70% and unlock long-tail advertiser revenue without manual order entry.
Contextual targeting	AI-powered content analysis with packaged segments	Standard targeting with integration options	Why it matters: Launch contextual packages in hours instead of weeks of manual taxonomy work.
Retail media	Product catalog database with native JSON templates	Full retail media suite via Kamino acquisition	Why it matters: Both handle retail media. Equativ offers an integrated suite; AdButler provides flexible building blocks.
CTV and SSAI	VAST video with shoppable product companions	Enterprise CTV platform with advanced SSAI	Why it matters: If CTV is your primary focus, Equativ's SSAI leadership matters. AdButler adds commerce to video.
Infrastructure transparency	Published metrics: 90+ PoPs, 99.99% SLA	Enterprise operations without public performance data	Why it matters: Transparent SLAs speed up procurement and make vendor accountability easier.
Pricing model	Public pricing from $179/month	Custom quotes only	Why it matters: See costs upfront and start immediately versus multi-week sales cycles.

Already Using Equativ?

You don't have to replace everything. Many publishers use both platforms to get the best of both worlds.

Keep Equativ for what it does best

Continue using Equativ's SSP and CTV capabilities where they excel.

Add AdButler for newsletter ads, self-serve, and retail media

Layer in capabilities that Equativ doesn't provide without replacing your entire stack.

Migrate direct-sold campaigns on your timeline

Test AdButler with a small portion of traffic, then expand as you build confidence.

Add what you need today. Migrate what makes sense tomorrow.

Built for Scale and Reliability

Infrastructure metrics that matter when you're presenting to your CFO or board.

Global 99.99% uptime and 90+ PoPs

Published on AdButler product pages with transparent SLO commitment.

Common Publisher Workflows

See how AdButler handles the advertising operations you run every day.

Direct-sold campaigns

Run guaranteed delivery with allocation rules, sponsorships, roadblocks, pacing controls, and frequency caps. Everything you need for traditional IO-based sales.

Enterprise compliance

SOC 2 Type II certification, SSO with SAML support, data processing agreements, regional data residency options, detailed audit logs, and SLA monitoring dashboards.