Equativ adds DoubleVerify media-quality controls to Maestro curation

Equativ is integrating DoubleVerify into its SSP and its Maestro curation platform, bringing DV pre-bid brand suitability, contextual activation, Universal Attention and historical viewability signals to curated deals. Media-quality selection can now happen on the supply side when building deals, adding another control point alongside existing DSP settings. The announcement does not specify Belgian inventory coverage or commercial terms.

Impact

Medium to high impact for programmatic buying: supply-side quality filters can overlap with DSP settings and add fees. Attention filtering is not proof of incremental sales.

Recommendations

Compare a curated deal against a comparable baseline on delivery, effective CPM, viewability and business outcomes.
Check for overlapping SSP and DSP filters, and total fees, before activation.
Confirm Belgian inventory coverage and commercial terms with Equativ before recommending a pilot.

Source: Equativ