Sustainability Archives | AdExchanger

IPG Has A New Sustainable Ad Marketplace That It Says Doesn’t Sacrifice Performance

Alyssa Boyle — Wed, 26 Jun 2024 14:00:29 +0000

IPG announced what it’s calling a Climate Action Marketplace built in partnership with SeenThis and PubMatic. The goal is to scale sustainable ad tech that doesn't sacrifice performance.

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To Make Auctions Greener, Publishers Need More Data – And A Guarantee They Won’t Go Broke In The Process

Nicole Ortiz — Wed, 17 Apr 2024 04:45:45 +0000

It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue. That was the vibe at Sharethrough’s Green Media Summit in New York City last week, where publishers frankly discussed what they need from their ad tech […]

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Greenbids Is Making A Bid To Reduce Carbon Across The Programmatic Supply Chain

Nicole Ortiz — Mon, 04 Mar 2024 06:00:26 +0000

When Guillaume Grimbert was working on Google’s DV360 product team in 2019, sustainability wasn’t much discussed in programmatic. When the topic arose, the focus, he noticed, was on the devices being used or the creative – not ad selection. But ad selection is a complex and carbon-hungry process. According to Scope3, which measures emissions in […]

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Advertisers In This Year’s Super Bowl Fumble On Sustainability – For Now

Nicole Ortiz — Thu, 15 Feb 2024 18:26:28 +0000

The Super Bowl is advertising’s favorite holiday. At $7 million for a 30-second spot, it’s also its most expensive opportunity. Whether it’s the glitz and glam of celebrity and influencer appearances, a repetitious messaging strategy (we’re looking at you, Temu) or trying to force a viral moment, the pressure is on advertisers to stand out […]

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Audi France Drives Down Campaign Emissions, With Roadside Assistance From SeenThis

Nicole Ortiz — Tue, 16 Jan 2024 06:00:42 +0000

To promote its new electronic vehicle, the Q4 Sportback e-tron, Audi France wanted to create a sustainable digital and video-on-demand campaign. The internet is responsible for producing almost 2% of global greenhouse gases, and online advertising – video in particular – is a big contributor, according to research from SeenThis, a streaming tech provider that speeds up […]

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Expect Less Talk, More Action And Ad Industry Sustainability Standards In 2024

Nicole Ortiz — Tue, 02 Jan 2024 11:00:00 +0000

Talking can produce a lot of hot air – and the time for just talking about sustainability has passed. In 2023, the marketing industry added sustainability to its list of talking points. In 2024, marketers and their partners will work on measurement standards and move toward accountability. “There’s been so much talking,” said Claire Gleeson-Landry, head […]

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To Combat Climate Inaction Claims, Cedara Hunts For Hard Data

Nicole Ortiz — Mon, 06 Nov 2023 06:00:43 +0000

Without data to back it up, sustainability in business feels more self-promotional than productive. Although more companies are promising to reduce emissions and reach net zero by some unspecified date in the future, many onlookers are starting to question whether progress is being made. Their skepticism is warranted, but businesses across industries argue they need […]

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As Publishers Try To Go Green(er), Sharethrough Pays To Measure Their Emissions

Anthony Vargas — Wed, 18 Oct 2023 13:00:27 +0000

Advertisers are getting serious about cutting carbon from their campaigns. But before publishers can make their ad tech greener, they have to measure their emissions to create an accurate foundation for building a sustainability strategy upon. However, measurement and consulting can be expensive. And publishers are often reluctant to make changes to their ad tech […]

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LATAM Airlines Switches To Sustainable Video Ads

Hana Yoo — Mon, 13 Feb 2023 06:00:31 +0000

Running video ads can be carbon intensive – and expensive. One million video impressions have the same carbon footprint as a roundtrip flight from Boston to London, according to data from Scope3. That’s why LATAM Airlines, Latin America’s largest airline, partnered with SeenThis, which has streaming technology to speed up video ad delivery. Since last […]

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Inside Viant’s Plans To Promote Green Energy And Restrict Reselling

Anthony Vargas — Tue, 07 Feb 2023 15:00:24 +0000

Advertising’s green energy push is in full swing, and efforts to build a more sustainable ad tech ecosystem are taking many forms. Some solutions focus on eliminating energy waste by cutting out unnecessary transactions. Other solutions emphasize offsetting carbon produced by programmatic auctions with green energy credits. Viant’s new Adtricity carbon impact reduction program, which […]

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