Greenbids Announces Compliance with GARM’s Global Framework
Greenbids, a trailblazer in sustainable advertising solutions, is excited to announce its compliance with the Global Alliance for Responsible Media (GARM) framework to measure media’s carbon emissions. This achievement, under the auspices of the World Federation of Advertisers (WFA), underscores Greenbids’ commitment to environmental sustainability and transparency in the digital advertising industry.
Greenbids’ Commitment to Environmental Sustainability and Global Availability – Greenbids is now delivering carbon measurement and savings thanks to the use of its AI-based technology to all of its clients, by default, for free. Advertisers, publishers, and SSPs which are using Greenbids to optimise their media operations can now have access to a carbon report for free, that respects the GARM’s carbon measurement framework.
This compliance with the GARM framework is the culmination of two years of work initiated at the creation of Greenbids, offering free carbon measurement with the Greenbids solution, based on the work initiated in France by the SRI and IAB.
Greenbids has long been a proponent of sustainable business practices. By aligning with GARM’s carbon measurement framework, Greenbids ensures that it accurately tracks and manages the carbon footprint of its clients’ media activities. This compliance highlights Greenbids’ dedication to:
– Transparency in carbon emissions: Providing clear, accountable data on the environmental impact of media buys.
– Sustainable advertising practices: Implementing strategies to reduce carbon emissions in all aspects of media planning and execution.
– Industry leadership: Setting a benchmark for other companies in the advertising ecosystem to follow.
Greenbids’ CEO, Guillaume Grimbert, adds:
“We strongly support mass adoption of a common measurement framework across the industry. By allowing advertisers, SSPs, and publishers that use our technology to leverage GARM’s framework, we believe it will push the industry forward by enticing key players to launch carbon optimisation initiatives.”
Ad Net Zero’s director, John Osborn, says:
“We appreciate the efforts that Greenbids is making to adopt the Global Media Sustainability Framework into their business practices. The key for progress at scale is to ensure a solid foundation rooted in a common and consistent way for companies to track their measurement. It’s gratifying to see Greenbids take these initial steps, for the betterment of the business and for the planet.”
Read more: Conscious Media and Greenbids Partner to Curtail Carbon Footprints
Anzu & Cedara Launch First-to-Market Media Sustainability Solution for Intrinsic In-Game Advertising
Anzu, the most advanced intrinsic in-game advertising solution, and Cedara, the Carbon Intelligence Platform, have launched a groundbreaking global carbon measurement and compensation solution for intrinsic in-game advertising. This partnership offers advertisers worldwide insights and the option to compensate their carbon emissions.
As part of the continued drive in ad tech towards carbon reduction, advertisers are increasingly seeking opportunities to minimise their carbon footprint. At this year’s Cannes Lions International Festival of Creativity, GARM (Global Alliance for Responsible Media), a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetisation via advertising, and the Ad Net Zero community released a global framework to measure media’s carbon emissions. Cedara’s GARM-compliant methodology aims to enhance the visibility of intrinsic in-game advertising’s carbon footprint for the first time.
On the partnership, Anzu co-founder and CPO Ben Fenster said,
“Recent research suggests that the digital advertising ecosystem could contribute as much as 4% to global carbon emissions by 2025. As the intrinsic in-game advertising space continues to mature and become a larger part of ad budgets everywhere, understanding its environmental impact is crucial. Partnering with Cedara is another step towards sustainability in this sector. Along with our partners, we’re fully committed to building out the intrinsic in-game space in a sustainable and transparent way, seeking innovative solutions to help us and our partners reduce their environmental impact.”
Through this strategic partnership, Anzu and Cedara will calculate the carbon emissions of intrinsic in-game advertising campaigns using the Cedara platform and industry-standard methodology. Post-campaign, advertisers will receive a report on their campaign’s carbon emissions and transparency on areas to reduce emissions. They will also have the option to compensate emissions with over 100 top-tier and verified carbon removal projects around the world, which will help advertisers work towards their sustainability goals.
David Shaw, co-founder and chief executive officer of Cedara said,
“As consumer engagement with gaming environments and associated ad-supported monetisation continues to increase, there is a growing need to support sustainable media delivery across these platforms,”
“Our partnership with Anzu perfectly aligns with the advertising industry’s goal of greater transparency on and reduction of carbon emissions across all media channels.”
This announcement comes at a busy time for Anzu, who has also just launched strategic global partnerships with dentsu to bring advanced gaming strategies to dentsu clients and ‘level up’ the in-game advertising space, and Stagwell, the challenger network built to transform marketing, to innovate new formats for bespoke in-game experiences for brands. The in-game platform has also just published a report into creative in-game excellence, which outlines best practices for advertisers to follow when creating ads for in-game environments, building on work done by the Internet Advertising Bureau (IAB).
Read more: Viant Expands Carbon Measurement Capabilities With Cedara
IPG Mediabrands, SeenThis, PubMatic Sign Deal to Reduce Carbon Emissions With Climate Action Marketplace
IPG Mediabrands, Interpublic Group’s media and marketing solutions subsidiary, global adtech firm PubMatic, and SeenThis, an adaptive streaming firm, have signed a landmark deal to establish the Climate Action platform (CAM), the industry’s first green advertising platform.
CAM takes advantage of adaptive streaming technologies from SeenThis, PubMatic’s flagship inventory, as well as the technological competence of IPG Mediabrands’ performance agency, KINESSO.
Since 2021, IPG Mediabrands and SeenThis have worked together to achieve better campaign performance, creative outputs, and the possibility of transferring less data when compared to traditional advertising technology, which would minimise carbon emissions. Beginning in Q2 2024, all clients of IPG Mediabrands will have access to the new service. By lowering carbon emissions and utilising the advantages of collaborating with Orion opted-in partners, CAM seeks to advance sustainability.
With the least amount of data waste, SeenThis’ adaptive streaming technology loads creatives promptly in the best quality. The digital carbon footprint of a brand is decreased because data is only transported for the purpose of seeing creative assets. With the new arrangement, all campaigns may make use of SeenThis’s adaptive streaming, which offers a better performance and viewing experience while consuming a lot less bandwidth than traditional advertising technologies.
Read more: IPG Mediabrands Report | Indian Ad Market Set to Grow at 11.8% to Reach INR 1.2 Tn in 2024
Using PubMatic’s premium supply, SeenThis’ video-in-display systems provide reduced data waste and cost-efficiency. SeenThis’ adaptive streaming technology cuts load times, removes file-size constraints, and avoids wasteful data transfer, lowering CO2 emissions while providing performance benefits. Clients of IPG Mediabrands can integrate CAM into their go-to-market investment strategy at no additional expense.
Speaking about the agreement, Martin Bryan, global chief sustainability officer at IPG Mediabrands, said,
“Our advertisers strive to deliver campaigns of the highest quality and meet performance goals while simultaneously integrating strategies to minimise carbon emissions. With our Climate Action Marketplace, we can deliver on all fronts. By leveraging SeenThis adaptive streaming technology as a default across our media delivery, we can make an enormous positive impact for our clients and reduce data transfer – thus carbon emissions – in the process.”
Meanwhile, Kyle Dozeman, CRO at PubMatic, stated,
“Our partnership with IPG Mediabrands and SeenThis provides brands with a solution that delivers incredible advertising experiences on premium content while also reducing their carbon footprint. It’s exciting to collaborate with other companies that are creating solutions that deliver both performance and sustainability at a global scale as we seek to build a better, more responsible supply chain for digital advertising.”
Lastly, Susan Kravitz, head of commercial partnerships at SeenThis, said,
“IPG Mediabrands is taking a bold step forward to create immediate improvements for their own business and for their clients. With SeenThis’ proprietary adaptive streaming technology, IPG Mediabrands is embracing the next generation of digital advertising with better performance, beautiful viewer experiences and reduced carbon emissions.”
Simon Sikorski, President, Global Operations for XR commented,
“What we see agencies like Mediabrands doing is a testament to the importance that is being placed on having measurable results as they embrace brands’ carbon reduction aspirations. Reducing unnecessary duplication of assets through global omni-channel delivery, applying low-code tagging to distributed assets and being able to apply carbon impact numbers to delivery are some of the ways XR is improving the impact and measurability of our services.”
Read more: PubMatic Announces Promotion of Frankie Warne to Senior Director, Advertiser Solutions, UK
DoubleVerify, Scope3 Research Shows The Sustainability Benefits of Smart Digital Advertising
DoubleVerify (DV), a software platform for digital media measurement, data, and analytics, revealed findings from its Global Insights Report. It shows a relationship between high-quality digital advertising environments and reduced carbon emissions.
The findings, based on a global analysis of over one trillion ad impressions delivered across web display and video environments underscore the environmental benefits of maintaining high-quality ad inventory. DV measures the quality of ad inventory through its DV Authentic Rate – the percentage of ads verified as brand-suitable, fraud-free, and in the correct geography. The study highlights that higher DV Authentic Rates correlate strongly with lower emissions, as measured by Scope3 impact data, further emphasizing the role of buying quality media in reducing digital advertising’s carbon footprint.
Mark Zagorski, CEO DoubleVerify said,
“Simply put, for digital ads, buying higher quality media directly translates to a lower emissions impact. Our latest data shows that high-quality, fraud-free advertising not only optimizes performance but also supports broader sustainability goals. By enhancing the precision and efficiency of ad delivery, we can help decrease the unnecessary energy consumption that contributes to higher emissions”
The study also found that high-tier MFA sites, known for high ad density, emitted 44% more carbon emissions relative to the average emissions across DV-measured media. Conversely, ads with high DV Authentic Rates produced fewer emissions, affirming the positive environmental impact of quality digital ad placements.
DV’s approach to measuring the carbon impact of digital ads leverages a partnership that was launched in 2022 with Scope3, a provider of ad-emissions data. This collaboration enables advertisers to make informed decisions that align their marketing strategies with their environmental values, taking steps to ensure their advertising dollars are spent responsibly.
DV calculated that media quality protections helped avoid a quantifiable 64.9 thousand metric tons of CO2 emissions waste from non-authentic ads in 2023, equivalent to a $13.2 million social cost of carbon ($204 per metric ton of CO2). Social cost of carbon quantifies and monetizes the incremental costs to society of climate change impacts resulting from the emission of one additional metric ton of CO2 or its equivalent.
Zagorski said,
“Media quality optimisation prevented a sizeable amount of CO2 emissions that would have been produced by low-quality ad placements, avoiding a considerable social cost of carbon. This underscores the importance of maintaining high standards in digital advertising”.
Read more: DoubleVerify Strengthens its APAC Leadership Team
Mindshare and Scope3 Develop Emission Scorecard for Digital Campaign
Mindshare, a media services company affiliated with GroupM and WPP, and Scope3, a collaborative sustainability platform that reduces carbon emissions in media and advertising have developed a customized Emissions Scorecard. Clients will benefit from this tool’s ability to comprehend the carbon emissions of their digital media campaigns.
Insights on Carbon Emissions from Digital Media Activities
Mindshare’s clients will have access to real-time carbon emissions data for the first time on their digital media activities at the macro (business category, brand, country, and publisher) and micro (creative format, media type, and ad environment) levels. The Mindshare and Scope3 teams have been working together for the past year and a half to refine the way emissions are measured and develop a cutting-edge emissions reporting tool for brands.
Mindshare Emissions Dashboard
The Mindshare Emissions Dashboard was created with Scope3 to report emissions of digital media activity. This is in accordance with GroupM’s carbon decarbonization methodology. Marketers can thus balance the demands of greener media with those of successful business outcomes.
Read More: GroupM Bolsters Media Decarbonization with SeenThis Partnership
Sustainable Approach
The Mindshare “Report, Reduce, Remove Initiative” included the creation of the Emissions Dashboard. This sustainable step-by-step approach aims to maximize investment in greener choices throughout the media supply chain. Furthermore, it looks to minimize disruption to business requirements. Mindshare is the only organization in the sector dedicated to the Science Based Targets initiative (SBTi). Therefore, as an agency, it must implement its reduction efforts without sacrificing effectiveness.
Carbon emissions from different media sources
A combined 7.2 million metric tons of emissions are produced annually by digital, display, and streaming advertisements, according to Scope3’s Q2 2023 State of Sustainable Advertising report. When broken down by channel, streaming contributes 3.4 million metric tons and display advertising makes up more than half (3.8 million metric tons) of the total amount worldwide.
Here’s what they said
Dhruv Menon, Director at Mindshare said,
By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with a goal of eventually reducing 50% of all digital emissions by 2030.
June Cheung, Head of JAPAC for Scope3 stated,
Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and de-fund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought, it becomes a valuable lever for improving campaigns.
Read More: Magnite Partners with Scope3 to Enhance Advertising Sustainability
Magnite Partners with Scope3 to Enhance Advertising Sustainability
The biggest independent sell-side ad provider in the world, Magnite, has announced a partnership with Scope3 to provide carbon emissions data across Magnite’s massive omnichannel inventory. As a result, advertisers will be able to evaluate their carbon emissions and match the success of their campaigns with their sustainability objectives.
Magnite will provide Green Media Products (GMPs) powered by Scope3 data as part of the cooperation. Advertisers and media purchasers can quickly find supply routes that naturally exclude climate risk (high carbon) inventory thanks to GMPs. To precisely measure carbon emissions from digital advertising, Scope3 developed and still employs the most detailed and all-encompassing emissions data model in the industry.
Here’s what they said
Sean Buckley, Chief Revenue Officer at Magnite said that with this partnership, the company is looking to minimize its environmental impact as the largest independent SSP. Furthermore, they are wanting to help their clients to do the same.
Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future. Digital advertising is inherently an energy-intensive business given the high level of data processing required. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.
Brenda Tuohig, Chief Commercial Officer at Scope3 stated,
The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact. Our partnership represents yet another key building block in our mission to achieve a decarbonized ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.
Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands commented
Sustainability is a priority for IPG Mediabrands, and we strive to ensure our clients are investing their media budgets in the most efficient and green paths to premium supply. We have long worked with Magnite on SPO to reduce unnecessary duplication and waste. We welcome the addition of Scope3 data across Magnite’s inventory as it provides another layer of transparency and accountability.
Read More: Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
GroupM Bolsters Media Decarbonization with SeenThis Partnership
SeenThis, a streaming technology provider, and WPP’s media investment division, GroupM, have formed a global alliance. The project will make it possible for the biggest media buyer in the world to cut back on and steer clear of pointless carbon emissions from online advertising. Through the ground-breaking partnership, GroupM and its agencies will be able to control and propel media decarbonization by delivering creative work by utilizing SeenThis’ knowledge and patented technology. Additionally, it will enhance display advertising campaigns’ effectiveness. Both businesses will be able to harmonize their approaches thanks to the relationship. SeenThis methodology will be incorporated into GroupM’s carbon calculator. Planners and purchasers will also be able to track a campaign-by-campaign basis. As a result, GroupM’s agencies will have greater power to improve and provide more comprehensive supply chain decisions for sharing data through digital channels.
Why the efforts for Media Decarbonisation?
The long-standing problem of climate change has recently gained attention. Businesses are making efforts to lessen their ecological impact and support a greener environment. In November 2022, GroupM made its initial announcement about a global structure to promote media decarbonization. The goal was to hasten the decarbonization of the media supply chain globally. In five significant economies, programmatic advertising was found to produce more than 215,000 metric tons of carbon emissions each month. The figures roughly equate to 24 million gallons of fuel. In terms of monthly program emissions overall,
- Australia – 9.3 m.t
- France – 22.7 m.t
- Great Britain – 30.8 m.t
- Germany – 52.5 m.t
- US – 100 m.t
Programmatic emissions from the UK additionally produce emissions equivalent to driving a car 36 miles per gallon more than 26 times around the globe. The internet also represents at least 2% of global greenhouse gas emissions. The percentage is on par with the aviation industry and contributes to the media industry’s overall emissions.
The collaboration strengthens a number of ongoing initiatives within the media sector to link increased ad performance and efficacy with sustainability initiatives. Fanning went on to say that the most recent collaboration with SeenThis was a crucial milestone in the organization’s mission to decarbonize the media supply chain.
Read More: GroupM Launches Programmatic Marketplace, Result of Licensing Deals with Magnite and PubMatic
SeenThis – GroupM’s strides in green advertising.
For some time, SeenThis has been researching the connection between data corruption and CO2 emissions. This has resulted in the publication of a white paper authored in association with top scientists and an emissions overview. The essay is a thorough investigation into how the internet and media play a significant role in rendering carbon footprints. Advertisers can analyze data transfer and associated emissions from creative delivery initiatives using the report. To quantify data transmission and develop a deeper understanding of campaign emissions, GroupM’s agencies will primarily use the SeenThis emissions dashboard. Ultimately, the data will be directly incorporated into GroupM’s services for the execution of display campaigns. The capacity of SeenThis’ technology to function with all significant ad servers, publishers’ networks, and outside sources allows both client and agency to achieve more with a standard media budget.
![Carbon footprint, carbon emissions, groupm, carbon calculator, seenthis, digital marketing, holding company, wpp, new business, decarbonization, decarbonization framework, media agency, sustainability, media decarbonization, advertising, commercial, B2B media, consumer media, corporate responsibility, innovation, technology](https://adscholars.com/wp-content/uploads/2023/08/seenthis-716-x-402-24605.png)
Above: SeenThis Emissions Dashboard. Image credit- InPublishing UK
Here’s what they said
Ed Fanning, GroupM Global Head of Partnerships, Advertising, and Retail Technology commented
As the world’s leading media investment company, the team at GroupM is on a mission to develop tools and technologies that ensure that carbon emissions are considered a part of the media planning process. This partnership builds on the global framework for media decarbonization we announced in 2022 and is an important step in our commitment to decarbonize our media supply chain.
Jesper Benon, CEO at SeenThis, added
We are excited to extend the benefits of the SeenThis solution to new and existing GroupM clients, as our proprietary streaming addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem. GroupM agencies are able to increase performance while minimizing carbon emissions, and at the same time helping drive attention and unlock creative capabilities. We deliver lightning-fast ad-loading that attains higher attention from users, which translates into fewer wasted impressions and a more efficient use of resources.
About SeenThis
SeenThis, a Swedish technology firm, has been improving display experiences for everyone since 2017. It is revolutionizing how digital material is distributed and how it affects the environment in comparison to more established forms of technology. It uses its ground-breaking adaptive streaming technology to do so. The company is on a mission to alter the internet—for good—with billions of streams provided for 1000+ brands in 40+ countries. SeenThis’s seven offices throughout the world have a common goal to build an Internet that is both incredibly fast and energy-efficient.
Read More: GroupM Launches Geo Granularity For TV Advertisers