ShareThrough
Price:
Ease of Use:
4.1
Sharethrough does one thing exceptionally well: native advertising that doesn’t look like advertising. Their formats integrate organically within editorial content rather than interrupting it. CTRs and engagement duration consistently outperform standard display units because the placements actually fit where they appear.
The Equativ merger changed their scope significantly. What started as a native specialist evolved into a comprehensive SSP with video, CTV, and display capabilities spanning 18+ countries. That expansion brings real scale ($200M+ annual revenue through thousands of premium publisher relationships) without sacrificing the inventory quality that built their reputation.
Here’s what matters operationally: standard DSP connectivity with zero workflow modification. Your existing Trade Desk, DV360, or Amazon seats access Sharethrough inventory seamlessly through Green PMPs that bypass intermediary layers. No platform switching. No special integrations. Just direct publisher relationships that improve supply path efficiency.
The attention-based filtering is a legitimate innovation. Their proprietary Attention Score quantifies impression quality beyond viewability, and research validates linear relationships between these metrics and conversion outcomes. When native inventory performs measurably better post-click, that performance advantage translates directly to client results.
For agencies running omnichannel campaigns where native, video, and CTV matter, Sharethrough delivers reliable inventory access without operational friction. Mid-tier because they’re not pioneering breakthrough features, but solid execution counts.
Price: 2.0/5 ($$) – No advertiser platform fees. That’s the headline.
Standard DSP charges apply, but Sharethrough adds zero SSP markups. Their publisher revenue-sharing model keeps buy-side budgets cost-neutral. Direct supply path emphasis removes intermediary layers that typically inflate costs. When you compare total campaign expenses against what you’d pay routing through multiple resellers, the savings become immediately apparent.
Premium native and video inventory pricing competes favorably against social platforms. Floor price opportunities exist on publisher unsold inventory for efficient CPM acquisition. Exchange fees match or undercut major competitors while providing what clients consistently describe as superior inventory access.
Budget efficiency stems from what you’re not paying rather than aggressive discounting. That distinction matters when you’re calculating true working media percentages.
Innovation Potential: 4.0/5 – The merged entity achieved independent SSP status with meaningful innovation funding. Multi-format auction development, server-side ad insertion, and emerging channel integration across DOOH, in-game, and connected audio. These align with where programmatic is actually expanding.
Attention-based currency development could fundamentally alter impression valuation. Right now, we buy impressions. What if we bought attention instead? Sharethrough’s research investments position them to lead that shift if it happens. GreenPMP sustainability integration creates unique market differentiation that resonates increasingly with brand advertisers.
Quality-focused innovation culture balances advertiser effectiveness with user experience preservation. That philosophy produces incremental improvements rather than disruptive features, which fits their positioning perfectly.
Ease of Use: Easy – Standard DSP workflows with familiar interfaces. Your traders already know how to execute these buys.
Deal UI setup for PMPs is straightforward. Analytics dashboards support self-service reporting without requiring specialized training. When complexity arises, account management provides hands-on support for bid optimization and inventory troubleshooting. Platform training accelerates team onboarding, but most agencies find the learning curve minimal.
The simplicity reflects strategic choices. Sharethrough optimized for buyer accessibility rather than building proprietary platforms that require dedicated expertise. For agencies juggling multiple SSPs and supply sources, that operational efficiency is valuable beyond whatever feature differentiation they might sacrifice.
Pricing ($$)
Publishers pay Sharethrough, not advertisers. You access inventory through your DSP at no additional platform fee.
Direct paths lower effective costs by eliminating supply chain bloat. Native and video inventory is competitively priced, often at better CPMs than social platforms. No hidden costs beyond standard exchange fees (which match or undercut Google’s).
Premium placements at efficient CPMs. That’s the value proposition. That’s what you get.
Data Quality (4.0/5)
Sharethrough is an SSP that’s obsessed with one thing: premium supply. Native ads, video, and display are all designed to blend into content rather than interrupt it. The result? Engaged, in-context impressions from top-tier publishers.
Unlike DSPs that generate audience data, Sharethrough curates what matters most: quality inventory. They pioneered enhanced ad IDs for cookie-less targeting (crucial as third-party cookies disappear), and their merger with Equativ unlocked first-party publisher data. Translation: sharper targeting, better outcomes.
Their attention metrics act as a quality filter. Low-performing impressions don’t make the cut. What you buy is what actually performs. Viewability and accurate delivery aren’t promises here; they’re baked into the infrastructure.
Integration (4.3/5)
Already using Trade Desk? DV360? Amazon DSP? Good. Sharethrough’s already integrated. No new seats to negotiate, no platforms to learn. Just target their inventory through your existing DSP.
Their Green PMP™ deals cut straight to publishers, eliminating intermediaries that bloat costs and slow delivery. The Equativ merger created a vertically-integrated stack that actually simplifies buying instead of complicating it.
On the tech side: alternative IDs? Supported. Contextual targeting? Built in. Some publishers even white-label Sharethrough as their own exchange. Their APIs handle custom integrations when standard setups won’t cut it. The promise of “plays well with others” actually delivers.
Scalability (4.2/5)
18+ countries. $200M+ net revenue. One of the largest independent global ad marketplaces. That’s the scale you’re working with when you tap Sharethrough and Equativ.
Here’s what matters: performance doesn’t degrade as you scale. Enhanced ad rendering boosts viewability. Attention-optimized formats drive higher CTRs and longer dwell times than standard display. CTV and video supply expand your reach without expanding your headaches.
The data backs it up. Internal studies show attention scores correlate directly with conversion performance. Scale up your spend, and the outcomes scale with it. Linear, predictable, reliable.
Compliance (4.5/5)
Sharethrough moved early on GDPR. They embraced IAB’s Transparency & Consent Framework before it was cool. Their Green Media Products reduce carbon and fraud. This is ethics meeting performance.
Alternative identifiers? Implemented. First-party data activation? Privacy-safe and aggregate-only. They’ve partnered with clean-room providers for secure data matching, and Digiday named them Best Sustainable Ad Tech Platform.
CCPA compliance is locked in. They’ve even commissioned consumer privacy studies to inform their roadmap. If you’re worried about compliance exposure, Sharethrough eliminates most of it.
ROI (4.0/5)
Same spend and better engagement is Sharethrough’s pitch. Native and high-attention formats outperform standard banners on post-click metrics. More conversions per dollar.
Their Attention Score quantifies impression quality, moving beyond vanity metrics. The Equativ curation platform surfaces fees and supply paths. No murky auctions, no surprise costs. You know where your money goes.
Direct paths and curated deals mean more budget reaches working media instead of intermediary pockets. Sustainability and directness aren’t just brand positioning. They reduce waste and hidden fees. Campaigns consistently deliver strong engagement ROI and conversion performance. Transparency isn’t aspirational here; it’s operational.
Customer Support (4.0/5)
720+ employees globally. Sizable client services team. Accessible account reps who actually solve problems.
Need help with a PMP deal? They’ll walk you through setup. Low win rates? They’ll troubleshoot. Native ad creative underperforming? They’ll provide guidance. Campaigns under-delivering get proactive outreach, whether that’s alternative inventory or creative optimization, whatever it takes.
User feedback: “Great at listening to concerns and actively trying to remedy situations.” Self-service analytics exist, but human support is always available. Training on Deal UI and reporting tools comes standard. Timely, knowledgeable, proactive—the trifecta agencies actually need.
Innovation (4.2/5)
The Sharethrough-Equativ merger creates a top-3 independent SSP globally. More resources. Bigger ambitions.
Expect innovation in cross-format auctions, advanced TV (SSAI tech via Equativ), and privacy-first targeting. Omnichannel expansion into DOOH and in-game inventory is likely. Attention trading as a currency? It’s coming.
Their sustainability focus will produce unique products. Imagine AI that optimizes for carbon footprint and performance simultaneously. They’re not following the innovation curve. They’re bending it.
Reviews
“New ways of advertising… dynamic captioned videos and QR codes for CTV… unique offerings… best reps.”
– G2 review
“I like the inventory quality and the customer service.”
“High CPMs are difficult to sell through to clients.”
“Healthy mix of inventory… as well as contextual categories.”
“Front end performance can come in under benchmark… depending on additional targeting.”
“Client Service team is amazing and always responsive and proactive.”
“Very competitive marketplace… need to focus on advancing products… into CTV and digital OOH.”
– G2 review