Up to 4 at once.
| Criteria | Equativ | MGID |
|---|---|---|
| Weighted Score | 3.8/5 | 3.7/5 |
| Pricing | Custom enterprise pricing via revenue share or volume-based tech fees; supports Market Floor, Fixed Price, and Custom Floor models with CPM, CPC, and CPCV bidding. | Free for publishers; paid on a performance basis (CPC) with a $100 minimum payout, smaller balances rolling to the next cycle. Advertisers pay via CPC/CPM auction. |
| Platform Type | Supply-side platform | Native ad network |
| Revenue yield & demand quality | 4.2/5 | 3.8/5 |
| Recommendation widget performance | 1.0/5 | 3.6/5 |
| Ad quality & content standards | 3.8/5 | 3.4/5 |
| Publisher control over placements | 4.0/5 | 3.5/5 |
| Reader experience & page speed | 3.8/5 | 3.2/5 |
| Reporting, reconciliation & payout reliability | 3.5/5 | 3.4/5 |
| Formats & integration | 3.6/5 | 3.7/5 |
| Commercial terms transparency | 2.5/5 | 2.4/5 |
| Privacy & standards compliance | 4.0/5 | 3.6/5 |
| Strengths | ✓ Omnichannel SSP and ad server covering display, video, native and CTV in one platform ✓ Native Ad Boost technology improves headlines and creative to increase engagement | ✓ MGID smart widget offers high degree of design flexibility ✓ Detailed audience targeting |
| Limitations | ✗ Enterprise-oriented, sales-led onboarding ✗ No public pricing or revenue-share rates | ✗ Questionable customer support |
Equativ
3.8
Rating
★ 3.8/5
Pricing
Custom enterprise pricing via revenue share or volume-based tech fees; supports Market Floor, Fixed Price, and Custom Floor models with CPM, CPC, and CPCV bidding.
Platform
Supply-side platform
Scores
Revenue yield & demand quality
4.2
Recommendation widget performance
1.0
Ad quality & content standards
3.8
Publisher control over placements
4.0
Reader experience & page speed
3.8
Reporting, reconciliation & payout reliability
3.5
Formats & integration
3.6
Commercial terms transparency
2.5
Privacy & standards compliance
4.0
Strengths
✓ Omnichannel SSP and ad server covering display, video, native and CTV in one platform
✓ Native Ad Boost technology improves headlines and creative to increase engagement
Limitations
✗ Enterprise-oriented, sales-led onboarding
✗ No public pricing or revenue-share rates
MGID
3.7
Rating
★ 3.7/5
Pricing
Free for publishers; paid on a performance basis (CPC) with a $100 minimum payout, smaller balances rolling to the next cycle. Advertisers pay via CPC/CPM auction.
Platform
Native ad network
Scores
Revenue yield & demand quality
3.8
Recommendation widget performance
3.6
Ad quality & content standards
3.4
Publisher control over placements
3.5
Reader experience & page speed
3.2
Reporting, reconciliation & payout reliability
3.4
Formats & integration
3.7
Commercial terms transparency
2.4
Privacy & standards compliance
3.6
Strengths
✓ MGID smart widget offers high degree of design flexibility
✓ Detailed audience targeting
Limitations
✗ Questionable customer support
