Equativ partners with Habu data clean room and Roqad identity graph


Equativ, the independent ad platform, has become the first industry supply-side platform to integrate with Habu, a data clean room provider.

Equativ has also partnered with Roqad, the identity solutions provider, to act as the bridge connecting anonymised data within the clean room, enabling accurate linkage across datasets.

These collaborations enable Equativ’s spectrum of partners, ranging from advertisers and publishers to retailers, to fully harness and optimise first-party data in a 100% secure data collaboration infrastructure to power efficient targeting, attribution, measurement, and audience insights.


Habu’s DCR will allow Equativ to bring together multiple parties in digital advertising transactions to match their respective first-party datasets with each other thanks to the use of advanced Privacy Enhancing Technologies (PETs), non-movement of data, and strict data minimisation controls.

By mapping different anonymised audiences to each other, new insights can be uncovered that will improve efficiency and efficacy for both targeting and measuring campaigns.

A key feature within this DCR collaboration will be the ability to leverage an ID graph that will match different types of identifiers to form a consistent, unified view of the customer and then use it for efficient advertising.


Roqad will be the first identity graph to power Equativ’s partnership with Habu enabling cross-device audience attribution and extension use cases.

Once matched, advertisers, publishers, and curators will be able to target the audience data across Equativ’s premium inventory by creating cross-publisher deal IDs and activating them on preferred DSPs.

All players can expect better match rates, more flexibility and improved addressability with a privacy by design approach compared to using traditional first-party data management and collaboration solutions.

“We are happy to launch this new partnership with Habu, a pioneer in data clean room technology, and Roqad, a global Identity Resolution adtech solution”, said Lucie Laurendon, Equativ, Product Marketing Lead-Supply.

“Habu’s offering aligns with our commitment to data-driven addressability that enhances shared business value for multiple players in our digital advertising ecosystem.

“Habu’s foundation was built on interoperability, which is critical in facilitating scale in digital advertising.

“Roqad’s cross-device scale and accuracy will provide vital enrichment of our client’s identity datasets providing them with a complete map of their customers’ online identifiers wrapped within privacy-safe user consent.”

Tim Norris-Wiles, Habu, Managing Director EMEA, said: “With our industry’s current focus in pushing towards creating privacy-first addressable solutions, responsibly harnessing first-party-data is of paramount importance to preserve and enhance the existing standard of digital advertising use cases from targeting to  measurement and attribution,”

“Equativ represents an exciting opportunity for collaboration as they share our vision of harmonizing business interests for all sides while placing consumer privacy above all else.”

Alasdair Cross, Roqad, VP of Sales, “said: The combination of Roqad’s future-proofing identity solutions and Habu’s leading Data collaboration tools provides a powerful, flexible process for Equativ’s clients to seamlessly onboard, segment and activate both offline and online customer data in a privacy-safe environment.

“We’re making a strong integration even stronger,”