Reinventing Advertising for Japan: Equativ’s Curation
Equativ has landed in Japan.
If you’re in digital advertising, this is a move worth paying attention to.
In a recent podcast hosted by Build+, Equativ’s CEO Arnaud Créput shared why now is the right time for their entrance into the Japanese market and how their unique approach to curation will reshape programmatic in Japan.
You can watch it here:
From Finance to Adtech
Arnaud Créput didn’t start in advertising.
His early career was in investment banking.
After pivoting into the startup world, he quickly became passionate about the potential of digital advertising and rose to become CEO of what was formerly Smart AdServer—now Equativ.
Under his leadership, Equativ has grown into one of the world’s largest independent ad tech platforms, with operations in over 18 countries.
So why Japan, and why now?
Why Japan, and Why Now?
According to Arnaud, there are two clear reasons for the move:
Market potential: Japan is the fourth-largest advertising market in the world, but until now has remained relatively underdeveloped in terms of open web programmatic.
Cultural admiration: Arnaud calls Japan “one of the most inspiring and beautiful countries in the world.” This isn’t just business—it’s a long-held ambition to be here.
Despite the market size, programmatic in Japan hasn’t evolved in the same way it has in the US or Europe. Much of the market is still dominated by managed service models and direct campaigns via insertion orders, especially with premium publishers.
Jumping Over Step Two: Why Japan Can Skip the Open Market Mess
What’s fascinating is Equativ’s belief that Japan can leapfrog over the problematic phase of open programmatic markets—what Arnaud calls “step two”—and jump straight to programmatic direct via curation.
“Step two is full of challenges: ad fraud, intermediaries, lack of transparency. Japan can skip that.” — Arnaud Créput
What curation brings to Japan:
Higher quality: For both advertisers and publishers.
More transparency: Know exactly where your ads are running—and who’s profiting.
Direct relationships: Between brands and premium publishers.
Better monetization: Higher CPMs and more control over inventory.
The Future is Curated
Equativ’s vision centers around curated marketplaces, something already driving 30% of their global business—a figure that was just 5% two years ago.
In Japan, they’re starting by integrating with the top 15–20 premium publishers, building a trusted, high-quality inventory pool right from the start. This focus on brand suitability, not just brand safety, is especially compelling for luxury and high-end advertisers.
“If I had to start Equativ from scratch, I’d do it the way we’re doing it in Japan.” — Arnaud Créput
Navigating Privacy in Japan
With global experience navigating GDPR, Equativ is well-prepared for Japan’s privacy landscape, including its own APPI regulations. Their approach includes:
Consent-based targeting
First-party data activation
Contextual targeting with advanced engines for CTV and video
Retail media integrations to leverage commerce data
High-Impact Formats: The Next Wave
While scale and simplicity are vital, Equativ also sees ad format innovation as key. Japan’s audiences are receptive to interactive, attention-grabbing formats—especially as traditional “boring banners” become less effective.
Expect to see more:
Vertical, social-style formats
Attention-based metrics
Rich media experiences across premium web content
Why This Matters for Japan’s Digital Marketers
Whether you’re an agency leader or a brand marketer, Equativ’s arrival signals a shift in what’s possible in Japan’s open web. It’s no longer a question of either managed services or the walled gardens. There’s a third way: premium, curated, scalable programmatic.
Joining Equativ Japan: Who They’re Looking For
If you’re curious about working at Equativ, Arnaud shared some insight into the team culture:
Be brave – Take initiative and push boundaries.
Be thoughtful – Practice transparency and empathy.
Stronger together – Embrace global collaboration and diversity.
They're actively hiring in Japan and building a local team passionate about transforming digital advertising.
