A Equativprincipal marketplace independent advertising company in the world, announces its innovative new collaboration with Greenbids, an advanced optimization engine that powers sustainable advertising operations using artificial intelligence. The partnership is an important step in Equativ’s mission to increase media efficiency and help decarbonize programmatic advertising transactions.
Sustainability is not a passing trend, it is becoming an increasingly integral consideration for consumers and businesses. So far, many companies in the advertising space have struggled to keep up with this development and maintain their financial results. Our partnership marks a fundamental change on several levels, comments Antoine Verselder, Product Marketing Manager responsible for Sustainability Development at Equativ.
In an innovative move, Equativ enabled Greenbids to build smart bidding models by providing access to detailed data from its SSP (Supply Side Platform), driving simplified and sustainable media purchasing. Initial tests demonstrated solid results, notably a 40% reduction in CO emissions per thousand impressions (measured in gCOPM).
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.
In an era where sustainability and innovation intersect, our partnership with Equativ means much more than just a huge technical leap. Together, we are shaping the future and creating a new paradigm for programmatic trading that is both efficient and ethical. By combining Equativ’s detailed data with our sophisticated algorithms, we are simplifying the automatic optimization of bidding activity for profitability and purpose, and setting an example that other pioneers can follow, adds Guillaume Grimbert, CEO of Greenbids.
Building on Equativ’s extensive Supply Path Optimization 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.
For Equativ clients, this offers the opportunity to gain a distinct competitive advantage and generate greater revenues by incorporating sustainable practices into their advertising operations. More broadly, it also illustrates that environmental and profitability objectives do not have to be in conflict, they can be perfectly combined and achieved. In addition to underlining our ongoing commitment to ethical progress, we believe this collaboration has vast potential to transform the industry at large, concludes Verselder.
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