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Paris, 27 February 2023 - GP Bullhound acted as exclusive financial advisor to Bridgepoint Development Capital on its majority investment into Equativ.

Founded initially as Smart AdServer, the company expanded as a supply side platform (SSP), and continued to grow its vertically-integrated solutions with the acquisitions of LiquidM and DynAdmic, and an investment in Nowtilus – all leading up to the rebranding of the company as Equativ in 2022.

Equativ has become a global and complete adserver, SSP, and media buying solutions provider, offering a simpler, more transparent, and efficient advertising journey. Following its record growth in 2022, the company reached c.$100m in revenue, achieving year-on-year organic growth of 30%, and tripling its revenue over the past three years.

As a result of the newly formed partnership with Bridgepoint, the company will continue building its expanding tech stack, accelerating its geographic expansion across its core markets (particularly the US market, already representing 40% of revenue), and explore M&A opportunities.

Olivier Nemsguern, Partner at Bridgepoint Development Capital France, commented: “Even amid global economic instability, Equativ’s consistent success demonstrates the considerable and accelerating need for independent technology. We have been especially impressed by its emphasis on fuelling mutual gains for all sides of ad trading and providing greater flexibility, which are becoming crucial market priorities as advertisers, agencies, and publishers look to optimise returns and revenues. In that perspective, we look forward to working with the management as we are convinced that we can bring a lot to Equativ through our international platform, our expertise in buy-and-build, and our understanding of the adtech universe. Offering an alternative route to efficient advertising outside of walled gardens, Equativ is aligned with what global markets want and need in this fast-paced industry.”

Guillaume Bonneton and Joy Sioufi, Partners at GP Bullhound, commented: “We are delighted to have advised Bridgepoint Development Capital on their investment into Equativ. The company’s management will benefit from their global platform to further expand internationally and become one of the leading supply side platforms in the world.”

This transaction is further testament to GP Bullhound’s expertise in the digital advertising space, with more than 50 deals completed in the sector over the last four years, having advised on the sale of Adyoulike to OpenWeb, the sale of Bliss Point Media to Tinuiti, the sale of Byte to DEPT, the merger of Orca Pacific with S4 Capital, the investment in Jellyfish by Fimalac, the sale of Oliver to You & Mr Jones, and the investment in Venatus by Livingbridge, among many others.

For enquiries, please contact:
Guillaume Bonneton, Partner, at
Joy Sioufi, Partner, at
Kevin Siagam, Vice President, at

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 13 offices spanning Europe, the US and Asia. For more information, please visit

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