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
Conscious Media Partners with Greenbids to Enhance Performance & Cut Carbon Impact
Conscious Media, the sustainable digital media partner for brands in the MENA region, announced an exclusive collaboration with Greenbids, a pioneering tech company established in 2022. Greenbids has developed cutting-edge technology leveraging machine learning (ML) and artificial intelligence (AI) to curtail the carbon footprint associated with programmatic advertising while maximising performance across YouTube and Open Exchange platforms.
Committed to empowering brands to enhance their return on ad spend while mitigating their digital advertising carbon emissions, this strategic alliance solidifies Conscious Media’s position as the go-to sustainable digital media partner for brands seeking to engage regional and international audiences through programmatic channels.
Andy Powell, co-founder and CEO of Conscious Media, expressed enthusiasm about the partnership:
“Conscious Media is thrilled to partner with Greenbids and introduce their innovative technology to the MENA region. We’ve long admired the Greenbids team, as both their technological advancements and ethical principles closely align with ours. With this partnership, we’re able to offer brands high-performing YouTube and Open Exchange placements while simultaneously reducing their carbon footprint. Conscious Media’s mission is to provide brands with unparalleled return on ad spend while championing sustainability, and this partnership with Greenbids perfectly encapsulates that ethos.”
Adrien Delambre, co-founder and CRO of Greenbids added,
“At the heart of Greenbids’ mission lies a bold commitment to purge the digital marketing spectrum of its carbon footprint — from the foundational publishers’ placements to the intricate optimisation of campaigns within media buying platforms. With our ground-breaking partnership with the seasoned experts at Conscious Media, we are thrilled to unveil sustainable advertising solutions across the MENA region. Our innovative AI driven strategy not only enhances performance but dramatically cuts down carbon emissions, setting the stage for a massive, scalable decarbonisation of digital campaigns throughout the region.”
By joining forces, Conscious Media and Greenbids aim to revolutionise the digital advertising landscape, ushering in a new era where performance and sustainability seamlessly coexist.
Read more: Nimesh Shah to rejoin Madison Digital as General Manager
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