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Security report for smartadserver.com

Equativ · Media · N/a

Medium risk. 5 critical or high findings in Security headers, GDPR outside view and 1 other check.

Security score

68/100

Risk levelMedium

0–100, higher is better. How it is calculated

Equativ is a global end-to-end media platform specializing in advertising technology, retail media, and programmatic solutions. The company offers a comprehensive suite of services including CTV ad serving, creative ad enhancements, campaign curation, and retail media solutions targeting advertisers, publishers, and retailers. Their market position is strengthened by strategic acquisitions such as Sharethrough and Kamino Retail, and a strong portfolio of industry awards and client testimonials. Technically, the website is built on modern frameworks including Webflow CMS, uses advanced JavaScript libraries like Swiper.js, and integrates Google Tag Manager and a consent management platform for privacy compliance. The site is fast, mobile-optimized, and accessible, reflecting a mature digital infrastructure. Security posture is strong with HTTPS enforced and privacy mechanisms in place, though explicit security headers could be more visible. The absence of WHOIS data is a notable concern, reducing transparency and trust slightly. Overall, Equativ presents as a professional, credible, and well-established player in the media technology sector.

Scanned

NIS2 and GDPR posture

GDPR outside view
53/ 100 · Medium
Checks completed
7of 7

NIS2 Art. 21(2)

  1. (a) Risk analysis and security policies: Not visible from outside
  2. (b) Incident handling: One indicator
  3. (c) Business continuity, backups and crisis management: Not visible from outside
  4. (d) Supply chain security: Not visible from outside
  5. (e) Secure acquisition, development and maintenance, including vulnerability handling: Partly checked
  6. (f) Assessing the effectiveness of security measures: Not visible from outside
  7. (g) Cyber hygiene and security training: Not visible from outside
  8. (h) Cryptography and encryption: Partly checked
  9. (i) HR security, access control and asset management: One indicator
  10. (j) Multi-factor authentication and secured communications: Not visible from outside

This scan rated NIS2 with an earlier keyword method that is no longer shown; rescan for the per-article view. Risk management, continuity, supply chain, training, MFA, management oversight (Art. 20) and incident reporting (Art. 23) need internal evidence, and Guard cannot tell whether NIS2 applies to this organisation.

GDPR is indicative only, based on publicly visible signals: Articles 7, 12, 13 and 32 of Regulation (EU) 2016/679 and Article 5(3) of the ePrivacy Directive. Not a certification or legal assessment.

Priority findings

5 findings rated critical or high. Fix these first.

  1. Security headers

    Security headers are instructions your web server sends to every visitor’s browser. Missing ones leave visitors more exposed to attacks such as clickjacking and injected scripts.

    • High

      Missing X-Frame-Options header

      Prevents clickjacking attacks

      What to do: Add "X-Frame-Options: DENY" or "X-Frame-Options: SAMEORIGIN"

    • High

      Missing Content-Security-Policy header

      Controls resources the browser is allowed to load

      What to do: Implement a Content-Security-Policy appropriate for your application

      • ASVS V3.4.3
      • OWASP Secure Headers: OWASP Secure Headers Project recommends Content-Security-Policy: default-src 'self'; form-action 'self'; base-uri 'self'; object-src 'none';…

  2. GDPR outside view

    These are the privacy signals visitors and data protection authorities look for under GDPR.

    • High

      No Cookie Policy found

      GDPR requires clear information about cookie usage

      What to do: Add a dedicated cookie policy explaining cookie usage and purposes

    • High

      No Cookie Consent Banner found

      GDPR requires explicit consent for non-essential cookies

      What to do: Implement a cookie consent banner that appears on first visit

  3. SSL/TLS

    TLS encrypts the connection and proves the site is really yours. Weak or expiring certificates trigger browser warnings and put traffic at risk.

    • High

      Weak Protocols Supported

      Server supports weak protocols: TLSv1.1

      What to do: Disable TLS 1.0, TLS 1.1, and all SSL versions

      • CWE-327
      • OWASP A04:2025
      • ASVS V12.1.1

Need hands-on remediation? Email guard@offseq.com

Keep watching smartadserver.com

This scan found 25 issues across 6 checks. Monitoring re-runs those checks daily, emails you when something material changes and records each fix, so you can show progress.

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  • TLS certificates and expiry
  • DNS records
  • SPF, DKIM and DMARC
  • Security headers
  • GDPR and NIS2 posture
  • Exposed services
  • Third-party trackers
  • Security score drift

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Results by check

Each check with its score, findings and the evidence it collected.

How this score is calculated

The security score runs 0–100, higher is better. It is the plain average of the security checks that completed in this scan, each counted equally. A check that could not run is left out: it counts neither as a pass nor as a fail.

Counted in this score

SSL/TLS
72
Security headers
30
Email security
75
DNS health
75
Network security
100
GDPR outside view
53
Average
68

Not counted

  • NIS2 outside view: Re-weights evidence from the TLS, email, DNS, network and hygiene checks, so counting it would count that evidence twice. Shown on its own.
  • OffSeq Observations: An AI reading of the site, useful context but not reproducible evidence. Shown on its own.

Findings that cap the score at 49

Each of these is serious on its own, so while any is present the site cannot rate better than high risk, however good the other checks are.

  • The certificate is not trusted by browsers
  • The website is not served over HTTPS
  • A database, remote desktop, file-sharing or Telnet service is reachable from the internet
  • The page loads a script from a compromised source
  • The domain registration has expired
  • SPF authorises every server to send mail as the domain

Partial scans

When the site blocks Guard or most checks cannot run, the score covers only the checks that ran (usually DNS and email), is capped at 75 and is shown as partial, without a risk level.

Risk levels

  • Critical0–25
  • High26–49
  • Medium50–75
  • Low76–100

Technical appendix

Business context, site observations and technical notes gathered during the scan, and the standards behind each reference.

Business context

Business profile

Equativ operates in the media and technology sectors, focusing on programmatic advertising and retail media. Their business model revolves around providing technology platforms and services that optimize advertising outcomes for brands and publishers. The company targets large enterprises and agencies globally, leveraging data intelligence and consumer research to enhance ad effectiveness. Their ecosystem includes subsidiaries like Sharethrough and Kamino Retail, and partnerships with platforms such as Smart Ad Server. Growth indicators include recent acquisitions, multiple industry awards, and a broad client base featuring major global advertisers. The company emphasizes sustainability and innovation, positioning itself as a forward-thinking leader in ad tech.

Security posture

The website demonstrates a solid security posture with mandatory HTTPS, use of a consent management platform for GDPR compliance, and no visible exposure of sensitive data. Security best practices such as cookie consent and privacy policies are well implemented. However, explicit security headers like X-Frame-Options and X-Content-Type-Options are not clearly present in the HTML source, which could be improved. There is no visible vulnerability disclosure or incident response information, which may limit transparency in security incident handling. Overall, the security maturity is good but could benefit from enhanced header policies and published security contacts.

Recommendations

  1. Implement and explicitly document security headers such as X-Frame-Options and X-Content-Type-Options to enhance protection against clickjacking and MIME sniffing.
  2. Publish a security.txt file or dedicated vulnerability disclosure policy to improve transparency and facilitate responsible vulnerability reporting.
  3. Enhance visibility of incident response contacts or security team emails on the website to improve trust and readiness.
  4. Regularly audit third-party scripts and libraries to ensure no vulnerabilities are introduced via dependencies.
  5. Maintain up-to-date privacy and cookie policies aligned with evolving regulations and clearly communicate data retention practices.
Site observations

Automated reading of the public site. Ratings are indicative.

Business

Company
Equativ
Description
Equativ brings together advanced technology, consumer research, and data intelligence to foster improved user experiences and deliver enhanced results.
Key services
CTV Ad Serving, Retail Media Solutions, Creative Ad Enhancements, Campaign Curation, Monetization / SSP, Addressability
Content quality
excellent
Branding
consistent

Technology

Stack
JavaScript, jQuery, Swiper.js, Google Tag Manager, UniConsent CMP, Typekit Fonts
Frameworks
Webflow CMS
Platforms
Smart Ad Server, Maestro, Kamino Retail
Performance
fast
Mobile
excellent
Accessibility
good
SEO
good

Security

Observed score
85/100
Good practices seen
  • HTTPS enforced
  • Consent management platform for cookies
  • No exposed sensitive data in HTML
  • No visible vulnerable libraries

Analytics and tracking

Services
Google Analytics (via GTM)
Tracking level
moderate
Privacy practices
good

Advertising

Ad networks
Smart Ad Server, Sharethrough
Marketing tools
UniConsent CMP
Transparency
good

Site quality

Design
excellent
User experience
excellent
Content relevance
excellent
Navigation
excellent
Professionalism
excellent
Trustworthiness
high

Key observations

  1. Website is fully accessible with rich content and multimedia
  2. Strong branding and consistent design
  3. Comprehensive privacy and cookie consent mechanisms
  4. Multiple industry awards and client testimonials enhance trust
  5. No visible security or privacy red flags in content
  6. WHOIS data missing, which is unusual and warrants further investigation
Technical notes

Notes

The website is built using Webflow CMS, leveraging modern JavaScript libraries such as Swiper.js for interactive sliders and Google Tag Manager for analytics and tag management. Fonts are served via Adobe Typekit. Hosting is via AWS Cloudfront CDN, ensuring fast global delivery. The site is mobile-optimized with responsive design and good accessibility features. Performance is fast with no broken elements detected. The technical stack is modern and well-maintained, supporting a professional user experience. Opportunities exist to improve security header implementation and to formalize vulnerability disclosure mechanisms.
Standards and sources

Reference chips under each finding point to the standard, regulation or specification the finding relates to. They are taken from the official datasets below and mapped conservatively: a finding with no defensible link shows none. NIS2 and GDPR references mark where a finding is relevant evidence, not a compliance verdict. Implementing Regulation (EU) 2024/2690 binds digital infrastructure and digital service providers; for other entities it is the most detailed public reading of the Article 21 measures. WCAG, EN 301 549, European Accessibility Act and Web Accessibility Directive references name the requirement an automated accessibility rule relates to; they are not a conformance verdict.

Retrieved 2026-10-25

Earlier scans of this domain

  1. 68/100 +14Medium32 findingsView report
  2. 54/100 −14Medium29 findingsView report
  3. 68/100Medium27 findingsView report
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