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.
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.
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.