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Equativ

Overview​

The Equativ connector exports DMP audiences directly to Equativ as segments, making them available for targeting through Equativ's platform.

Each audience selected for export is uploaded as a separate Equativ segment. Members are sent through Equativ's Audience Data API v2 in batches.

Equativ's Audience Data API accepts a range of identifier types: ID5 and Utiq encrypted alternative IDs (eids), Equativ cookie IDs, mobile advertising IDs (MAID), publisher-provided IDs, IP addresses, and postal codes. You export whichever identifier your DMP data carries and select its type during setup (Step 3).

The connector is append-only: on each run it adds the audience's current members to the matching segment (it does not remove members). Each segment has a membership time-to-live — you set it as a membership duration in days (Equativ defaults to 30 days) — so members who are no longer in the audience age out automatically once the TTL elapses, and re-running the export refreshes membership. To produce a clean segment per run instead, use a date-tokenized name suffix (see Step 4).

Prerequisites​

The Equativ connector pushes data into your own Equativ account. Before configuring the export in Decentriq you must already be set up as an Equativ audience data provider and have completed Equativ's onboarding.

In Equativ​

  1. Have an Equativ account with Audience Data API access and eid ingestion enabled, provisioned through Equativ's audience-data-provider onboarding (a signed data-provider agreement and Equativ's onboarding form). If you are unsure whether your existing Equativ account already has this, check with your Equativ account manager.
  2. Obtain your Segment Provider ID — the unique identifier Equativ assigns to your data-provider account.
  3. Obtain your Client ID and Client Secret — the OAuth client credentials Equativ issues for the Audience Data API (these differ between sandbox and production).
  4. Confirm with Equativ that the identifier type you intend to export is enabled on your Segment Provider ID. Some types need extra setup — encrypted eids (ID5/Utiq) require eid ingestion, cookie IDs require a cookie sync, and publisher-provided IDs require a mapping on Equativ's side.
  5. Note your region (EU, US, or APAC) — segments and profiles are served from regional endpoints.

Consent for the data you share is governed by your Equativ data-provider agreement.

Step-by-step guide​

Step 1: Select the destination​

Follow the steps to create a new export and select Equativ from the list of connectors.

Step 2: Configure connection​

Click Continue to proceed to connection configuration. Enter the required connection details:

  • Segment Provider ID: The unique ID Equativ assigned to your data-provider account.
  • Client ID: The OAuth client ID issued by Equativ.
  • Client Secret: The OAuth client secret issued by Equativ.
  • Region: The Equativ region your account is served from (EU, US, or APAC).

Step 3: Select audiences​

Click Continue to proceed to audience selection. Choose the identifier to export and its type:

  • Identifier — the identifier column from your DMP data.
  • Identifier type — what kind of identifier the values are: ID5 (id5-sync.com), Utiq (utiq.com), Equativ cookie ID, mobile advertising ID (MAID), publisher-provided ID, IP address, or postal code (ZIP). This tells Equativ how to interpret the values; the two eid types are additionally sent with their provider so Equativ can resolve/decrypt them.

Then choose the audiences to export. Multiple audiences can be selected; each will be uploaded as its own Equativ segment.

Step 4: Configure the export​

Click Continue to proceed to export configuration:

  • Export name: The name of this export configuration in the DMP.
  • Equativ segment names: A preview of the names the exported segments will have in Equativ, derived from each audience's name in the DMP. On each run, the connector reuses the same segment for a given name and appends new members to it (it does not remove members). To create a fresh segment per run instead, set a suffix below.
  • Audience name suffix: An optional suffix appended to each segment name. Supports the date tokens {yyyy}, {mm}, {dd}, and {q}, which are replaced with the export date (for example, " - {yyyy}-{mm}-{dd}" becomes - 2026-05-04).
  • Description: An optional description applied to the segments created in Equativ.
  • Membership duration: How long (in days) a member remains in the segment before expiring. Because the connector is append-only, this is how members who have left the audience age out. Equativ stores this as the segment's time-to-live (its default is 30 days).
  • Segment price: The price applied to the segment in Equativ. Leave it at 0 for first-party activation (targeting your own campaigns); set a value to monetize the segment on the Equativ marketplace.
  • Activate the segment: Whether the created segment is live and targetable. Leave enabled unless you want to stage the segment and activate it later in Equativ.
  • Schedule settings: Define how often the export should run (run once, daily, weekly, or monthly).

Step 5: Create the export​

Click Continue to create the export. Once created, the export appears in the Exports table with the export name provided in the previous step. From there, you can monitor its status, review execution history, and manage future runs.

After the first run​

The segment appears in your Equativ account once the first run completes. Equativ then processes the uploaded profiles before the segment becomes usable for targeting. Profiles are targetable in the region they were created in; segments are available across regions.