Sharethrough Review

Editorial Review by TopAdNetworks

Sharethrough’s core identity is making standard ads perform better without requiring new creative. Its Dynamic Ad Template takes any standard display or outstream video asset. It automatically renders it to fit the context and look of any publisher page, turning a generic banner into a native-style placement without additional production work. This is repeatedly cited in G2 reviews as the platform’s primary operational differentiator.

The June 2024 Equativ merger added Equativ’s SSAI for CTV, its Equativ Buyer Connect curation platform, and European publisher relationships alongside Sharethrough’s attention infrastructure and GreenPMP products. In Q1 2024, Sharethrough achieved 20% year-over-year growth driven by curation, CTV, and green media, trends that have continued into 2025 and 2026.

An IPG Media Lab eye-tracking study found consumers engage with native ads 52% more than standard display. ORION applies those insights to inventory selection, building deal packages from supply paths with verified attention characteristics.

GreenPMP, built with Scope3, has attracted more than 15,000 brands and claims a 25% carbon reduction per impression, making Sharethrough the primary destination for buyers with sustainability KPIs.

The persistent limitation, flagged consistently in G2 reviews, is reporting: the platform’s reporting requires scheduled exports rather than live in-dashboard views, which adds friction for traders managing multiple active deals. Some buyers also note that creative execution options outside of native and CTV remain narrower than broader omnichannel DSPs, and that the CTV overlay formats, while innovative, could support a wider range of execution options.

Company Overview

Sharethrough was founded in 2011 in San Francisco, later relocating its headquarters to Montreal, Canada.

On June 12, 2024, Sharethrough completed its merger with Equativ, with Bridgepoint as the primary investor. The merger created a vertically integrated independent alternative to walled gardens, combining Sharethrough’s exchange and attention technology with Equativ’s ad server, SSP, DSP, and SSAI capabilities.

The combined entity operates with 720-plus employees across 18 countries and offices in New York, Paris, London, and Montreal. Sharethrough continues as a distinct brand under the combined group. Industry recognition includes Best Sustainable Ad Tech Platform (Digiday), Best Sustainable Initiative (Performance Marketing World Awards), 2024 Top Programmatic Power Players (AdExchanger), and a top-5 US web SSP ranking (Pixalate H2 2024).

Key clients include Air Canada Vacations, Spark Foundry, 360i, Freestar, Havas Media, and Bidtellect. DSP integrations span Prebid, Google Ad Manager, Amazon TAM and UAM, FreeWheel, and The Trade Desk.

How The Platform Works

Sharethrough operates as an SSP and omnichannel ad exchange, connecting publisher inventory to DSP demand through real-time bidding. Publishers integrate via Prebid or server-to-server connections. The Dynamic Ad Template automatically renders any eligible display or outstream creative as a native-style placement suited to the page context, without requiring the buyer to provide separate native assets.

Advertisers and traders access Sharethrough through DSPs, including The Trade Desk, DV360, Amazon DSP, and MediaMath. Curated inventory is available through PMP deals: ORION attention packages and GreenPMP sustainability deals routed through Scope3-vetted, low-carbon supply paths.

Advertiser Onboarding

Sharethrough does not offer a self-serve advertiser interface. Advertisers access inventory through existing DSP seats, making Sharethrough relevant for programmatic buyers already active in trading workflows rather than direct-buy advertisers.

• Activate Sharethrough as a supply source within The Trade Desk, DV360, Amazon DSP, MediaMath, or other integrated DSP
• Contact Sharethrough sales to request ORION attention or GreenPMP sustainability deal IDs
• Configure PMP or preferred deal targeting within the existing DSP seat
• Dynamic Ad Template applies automatically to eligible display and outstream creatives once live

Ad Formats And Placement

• Native: in-feed and in-article placements automatically rendered to match publisher page context
• Display: standard IAB units enhanced via Dynamic Ad Template for native-style performance
• Outstream video: automatically enhanced with dynamic captions for improved attention and completion
• CTV: pre-roll and overlay formats including dynamic captioned video and QR code overlays
• Mobile: in-app and mobile web formats with native rendering across device types

Targeting And Optimization

• ORION attention curation: deal packages built from supply paths with verified attention characteristics
• GreenPMP: curated low-carbon inventory deals in partnership with Scope3, claiming 25% carbon reduction per impression
• GreenPMP+: premium tier of sustainability-verified inventory for brands with strict environmental KPIs
• Contextual alignment: Dynamic Ad Template adapts creative to page context without cookie dependency
• PMP and preferred deals: custom-curated deal packages for agency and direct advertiser buyers
• Equativ Buyer Connect (EBC) integration: streamlined curation and SPO deal creation post-merger

Key Differentiators

Sharethrough’s competitive position is built on three structural differentiators: attention-based creative enhancement that requires no additional production work, industry-first sustainable media products with verified carbon reduction, and the scale added by the Equativ merger across CTV, SSAI, and global publisher reach.

1. Dynamic Ad Template: Performance Without New Creative

The Dynamic Ad Template renders standard display and outstream into native-style placements automatically. Buyers target Sharethrough as a standard source; the enhancement applies without additional creative work. G2 reviewers consistently cite this as the primary operational benefit.

2. GreenPMP: Industry-First Sustainable Programmatic

GreenPMP and GreenPMP+, built with Scope3, give buyers low-carbon inventory deals with a claimed 25% carbon reduction per impression. With 15,000-plus brands using GreenPMP as of 2025 and awards from Digiday and Performance Marketing World, it is the most scaled sustainability product in programmatic.

3. ORION Attention Curation Engine

ORION builds deal packages from supply paths with verified attention characteristics, drawing on Sharethrough’s IPG Media Lab research showing 52% higher visual engagement for native versus standard display, giving buyers a data-driven path to high-attention inventory without manual publisher negotiation.

4. Equativ Merger: CTV, SSAI, and Global Scale

The June 2024 merger added Equativ’s SSAI for CTV, the Equativ Buyer Connect curation platform, and European publisher relationships. The combined 720-plus employee entity with $200 million-plus in net recurring revenue is one of the largest independent ad platforms globally.

Ideal Use Cases

Sharethrough is best suited for programmatic buyers seeking attention-based native performance, agencies with sustainability KPIs, and publishers adding premium demand to their header-bidding stack.

• Publisher monetization: web and app publishers adding Sharethrough to their header bidding stack for premium demand access
• Native programmatic at scale: DSP traders wanting native performance from existing display and video assets without new creative production
• Sustainability campaigns: brands with carbon reduction KPIs using GreenPMP and GreenPMP+ deals
• CTV attention campaigns: buyers wanting dynamic captioned video and QR code overlay formats alongside standard pre-roll
• Supply path optimization: agency trading desks curating direct, transparent supply paths via ORION and Equativ Buyer Connect

Target Clients

Advertisers

Advertiser and agency clients include Amnet, Spark Foundry, 360i, Havas Media, and Fortune 500 brands such as Marriott, Disney, Walmart, Comcast, and CarMax. All access Sharethrough through their existing DSPs rather than a direct self-serve interface.

Publishers

Publisher clients include Freestar, Condé Nast, Meredith, and Bidtellect, as well as independent publishers using Prebid. Publishers benefit from Sharethrough’s premium demand network, Dynamic Ad Template CPM improvements, and access to the ORION and GreenPMP deal pools, thereby attracting brand-safety- and sustainability-focused buyers.

Pricing & Business Model

Sharethrough earns revenue through a take rate on gross programmatic spend through its exchange; the exact rate is not publicly disclosed. Publishers receive a net revenue share of the cleared CPM after Sharethrough’s margin, with the split negotiated at onboarding based on traffic quality and integration method.

Advertisers do not pay Sharethrough directly; the fee is reflected in the supply-path margin between DSP bid and publisher net payment. GreenPMP and ORION deal packages activate via standard PMP deal IDs within DSP platforms. No separate subscription or platform fee applies to buyers.

Pricing Structure

• CPM (cost per mille): primary pricing model; all inventory transacts on a CPM basis through programmatic auction mechanics.
• Exchange take rate: Sharethrough retains a percentage of the gross CPM clearing price; exact rate not publicly disclosed.
• Publisher net revenue share: negotiated at onboarding; publishers receive a net CPM after Sharethrough’s exchange margin.

Minimum Spend

• Self-Served: Sharethrough is not a self-serve advertiser platform; buyers access inventory through DSPs with no Sharethrough-set minimum spend.
• Managed Service: deal-level minimums for ORION and GreenPMP packages negotiated directly; no publicly stated threshold. For publishers, there’s no stated minimum traffic requirement for Prebid or server-to-server integration.