Objective is what they call programmatic decarbonization, simplifying the purchase of ads
Equativ announced a partnership with Greenbids. This is an optimization mechanism that enhances sustainable advertising operations using artificial intelligence (AI).
The partnership aims to increase media efficiency and help decarbonize programmatic advertising transactions.
With the partnership, Equativ enabled Greenbids to build smart bidding models by providing access to detailed data from its SSP (Supply-Side Platform), thus driving simplified and sustainable media purchasing.
Initial tests demonstrated solid results, notably a 40% reduction in CO2 emissions per thousand impressions (measured in gCO2PM).
This union reflects a growing focus on environmentally conscious actions to reduce the carbon footprint of digital advertising, responsible for more than 3.5% of greenhouse gas emissions worldwide.
Spurred on by industry initiatives like Ad Net Zero, participants across the ecosystem have engaged the need for positive change: adapting campaign planning, production and execution to minimize the resources their activities consume.
Building on Equativ’s extensive supply path optimization (SPO) capabilities, the Greenbids solution will increase mutual business value by prioritizing the most efficient routes.
Media buyers can ensure spend is allocated across relevant inventories that align with unique country, device and audience parameters, limiting energy use, making fewer hops and reducing waste.
Direct access to high-value demand will also limit carbon emissions and result in higher overall revenue for publishers with trials achieving an 83% increase in supply-side platform (SSP) revenues.
