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What is Sharethrough? A Content Creator's Guide

Sharethrough is a human-centric programmatic advertising platform built specifically to help the independent web grow and thrive, connecting publishers and content creators with advertisers through an omnichannel supply-side platform (SSP). The core problem it tackles is one every monetizing creator knows too well: standard ads underperform, annoy audiences, and erode the trust creators spend years building. Rather than forcing intrusive ads into content experiences, Sharethrough's technology automatically enhances standard ad formats so they fit more naturally into any placement on any site. The platform supports display, video, native, and CTV ad formats across all devices, making it relevant whether a creator runs a blog, a video channel, or a connected TV property. Underpinned by real-time bidding (RTB) technology and a curated marketplace, it processes over 120 billion daily ad impressions across more than 200 countries through a global cloud-based platform. Notably, Sharethrough has now merged with Equativ to form one of the largest independent ad platforms and marketplaces worldwide, expanding the scale of demand available to publisher partners. For content creators looking to maximize ad revenue without sacrificing audience experience, this programmatic advertising platform represents a publisher-first approach to monetization.

Sharethrough Features That Matter for Content Creators

• Automatic Ad Enhancements: Sharethrough's proprietary technology automatically enhances all standard ad formats with no additional creative steps or trafficking required from publishers. This means creators can benefit from higher-performing ads without any extra production work on their end. Research backing these enhancements shows users are 91% more likely to pay attention to enhanced ads compared to standard formats.

• Dynamic Video Captions: One of the platform's standout ad enhancement tools adds dynamic captions to video ads automatically. Given that 72% of people are more likely to watch mobile videos with captions, this feature directly improves video completion rates (VCR) by 40% and comprehension by 56%, which translates to better-performing inventory and higher CPMs for creators.

• CTV Sports Ticker: For creators with connected TV inventory, the CTV Sports Ticker enhancement overlays real-time sports data onto ads. This contextually relevant enhancement makes ads 52% more likely to hold viewer attention when they contain useful content, a meaningful lift for any creator monetizing CTV placements.

• Display Countdown: The Display Countdown enhancement adds urgency-driven countdown timers to display ads, producing a 106% increase in brand awareness and a 2x lift in click-through rate (CTR). With 85% of consumers reporting they bought a product due to a limited-time sale, this feature helps creators' ad inventory command premium rates from performance-focused advertisers.

• AI-Powered Inventory Curation: Sharethrough uses AI to curate inventory packages based on performance goals, attention metrics, audience targeting, contextual signals, and even carbon emissions. Content creators benefit because their inventory is matched with advertisers whose goals align with the creator's content context, improving fill rates and revenue outcomes.

• GreenPMPs and Sustainability Tools: Sharethrough pioneered GreenPMPs, a product that compensates for carbon emissions from ad campaigns, making it the first ad exchange to automatically remove high-carbon and made-for-advertising (MFA) sites. For creators who care about their environmental footprint and want to attract sustainability-conscious brand partners, this is a meaningful differentiator. The platform holds Scope3 Climate Shield certification, is an Ad Net Zero active member, and has an SBTi-approved net-zero emissions target by 2030.

• Carbon Emissions Estimator: Publishers and creators can use a dedicated Carbon Emissions Estimator tool to measure the environmental impact of their ad inventory. This level of transparency is increasingly important for creators building brand partnerships with companies that have sustainability mandates.

• Malvertising Protection via Confiant Integration: Sharethrough works with Confiant to scan ad creatives in real time for malicious code, achieving a security violation rate of just 0.002% in Q3 2022, compared to a global SSP average of 0.17%. For creators, this means their site reputation is protected from malvertising that could damage audience trust or trigger browser security warnings.

• Direct DSP Integrations: The platform has direct integrations with all major demand-side platforms including The Trade Desk, Amazon DSP, DV360, Yahoo, Xandr, Basis, and Viant. This broad demand access means creators' inventory is exposed to a wide pool of advertisers bidding competitively, supporting stronger CPMs.

• SmartSuite Technology for Publishers: Sharethrough offers a dedicated SmartSuite technology suite for publisher partners, alongside a Net Zero Publisher Program, giving content creators tools specifically designed to optimize their monetization while meeting sustainability goals.

Which Content Creators Should Use Sharethrough?

Sharethrough is built for content creators and publishers who want to monetize their digital properties through programmatic advertising without compromising the user experience they've worked hard to cultivate. It's particularly well-suited to creators who have established audiences and want to move beyond basic ad networks toward a more sophisticated, performance-driven monetization platform. The platform serves 925 publisher partners and processes 160 billion daily advertiser bids, indicating a mature, competitive marketplace.

Primary creator types:

• Bloggers and independent publishers who run content-heavy websites and want native and display ads that blend into their editorial experience rather than disrupting it
• Video content creators with owned websites or apps who want to serve enhanced video ads with automatic captions and higher completion rates
• CTV and streaming creators who distribute content through connected TV channels and want access to CTV-specific ad enhancements like the Sports Ticker
• Sustainability-focused creators who want their monetization strategy to align with environmental values and attract eco-conscious brand partners
• High-traffic content sites across niches like news, food, sports, and lifestyle that can benefit from seasonal inventory packages like Memorial Day, Boxing Day, and Holiday Food campaigns

Specific use cases for content creators:

1. A food blogger wanting to run holiday-themed ad packages that align with seasonal content
2. A sports media creator monetizing CTV inventory with contextually relevant ticker-style ad enhancements
3. An independent news publisher seeking premium, brand-safe demand through curated private marketplace deals
4. A lifestyle creator wanting to prove to brand partners that their ad placements are carbon-neutral through GreenPMPs
5. A video publisher looking to improve video ad completion rates through automatic caption enhancements
6. A creator running a high-traffic site who needs malvertising protection to preserve site reputation
7. A publisher wanting cookieless audience targeting options to future-proof their ad revenue
8. A creator seeking attention-based inventory packages powered by Adelaide's attention measurement technology

Sharethrough FAQ for Content Creators

What ad formats does Sharethrough support? Sharethrough supports display, video, native, and CTV ad formats across all devices. Publishers can access all of these through a single platform, making it practical for creators who operate across multiple content surfaces.

Does Sharethrough require extra work to implement ad enhancements? No. The platform's proprietary technology automatically enhances all standard ad formats with no additional creative steps or trafficking required from the publisher side. Creators simply connect their inventory and the enhancements are applied automatically.

How does Sharethrough protect creators from malicious ads? Sharethrough partners with Confiant to scan ad creatives in real time for malicious code. In Q3 2022, Sharethrough achieved the lowest security violation rate among all SSPs at 0.002%, compared to the global average of 0.17%. If a creative is flagged as malicious, it is removed before reaching the publisher's site.

What is GreenPMPs and why does it matter for creators? GreenPMPs is a Sharethrough product that compensates for carbon emissions generated by programmatic ad campaigns. For creators who want to attract sustainability-focused brand partners or align their monetization with environmental values, GreenPMPs provides a concrete, certified solution backed by Scope3 and Ad Net Zero membership.

How does Sharethrough connect to demand sources? Sharethrough has direct integrations with all major DSPs including The Trade Desk, Amazon DSP, DV360, Yahoo, Xandr, Basis, and Viant. Buyers can add Sharethrough as a supply source directly within these platforms, which drives competitive bidding and stronger revenue for publisher partners.

Is Sharethrough still operating independently? Sharethrough has merged with Equativ to form one of the largest independent ad platforms and marketplaces worldwide. Both entities now operate under the Equativ brand, though the Sharethrough platform and its technology continue to serve publishers and advertisers.

The Verdict: Is Sharethrough Worth It for Content Creators?

For content creators who are serious about programmatic ad monetization, Sharethrough offers a genuinely differentiated approach. The automatic ad enhancements alone, backed by measurable research data showing 91% higher attention rates and 56% comprehension lifts, make a compelling case for publishers tired of serving generic banner ads that audiences ignore or block. The platform's sustainability credentials, including GreenPMPs, Scope3 certification, and an SBTi-approved net-zero target, are increasingly relevant for creators building long-term brand partnerships with companies that have environmental commitments.

The main audience for Sharethrough is established publishers and content creators with meaningful traffic, not beginners just starting out. The platform's 925 publisher partners, 120 billion daily impressions, and deep DSP integrations signal a mature ecosystem that rewards quality inventory. Creators running blogs, video sites, or CTV channels who want premium demand, enhanced ad experiences, and protection from malvertising will find Sharethrough's publisher-focused tools genuinely useful. The merger with Equativ further expands the scale of demand available, which is a net positive for any creator looking to maximize revenue from their programmatic inventory.