Equativ, the world’s top independent ad network, has announced a ground-breaking new partnership with Greenbids, an advanced optimization engine that uses artificial intelligence (AI) to power sustainable ad operations.
Partnership for sustainable programmatic operations
The collaboration is a significant step toward Equativ’s double goals of increasing media efficacy and assisting in the decarbonization of programmatic advertising. In a revolutionary move, Equativ has made it possible for Greenbids to develop smart bidding models that support efficient and sustainable media buying by giving them access to detailed data from its supply-side platform (SSP). Positive results from early trials include a 40% decrease in gCO2PM (grams of CO2 equivalent per thousand impressions).
The union is a reflection of the increased emphasis on ecologically responsible measures to lower the carbon footprint of digital advertising, which contributes more than 3.5% of greenhouse gas emissions worldwide. Players in the ecosystem are realizing the need for positive change and adjusting campaign planning, production, and execution to reduce the number of resources they use, spurred on by industry initiatives like Ad Net Zero.
Equativ-Greenbids sustainable operations plans
By giving priority to the most efficient routes, Greenbids’ solution will increase mutual deal value by building on Equativ’s extensive supply path optimization (SPO) capabilities. Media buyers can minimize energy consumption by reducing the number of hops and wastage by ensuring that spending is allocated to relevant inventory that matches specific country, device, and audience parameters. In addition to reducing carbon emissions, direct access to high-value demand will increase publishers’ overall yield; trials have shown an 83% increase in supply-side platform (SSP) revenue.
Here’s what they said
Antoine Verselder, product marketing manager at Equativ said,
Sustainability isn’t a fleeting trend; it’s becoming an increasingly integral consideration for consumers and businesses. Until now, many companies in the advertising space have struggled to move with this evolution and maintain their bottom line — our partnership marks a pivotal shift on multiple levels. For Equativ’s clients, it provides the opportunity to gain a distinctive competitive edge and fuel greater revenue by layering sustainable practices into their ad operations. In wider terms, it also illustrates that environmental and profitability goals don’t have to be in conflict — they can be seamlessly combined and achieved. As well as underscoring our ongoing commitment to ethical progress, we believe this collaboration has vast potential to transform the industry at large.
Guillaume Grimbert, CEO of Greenbids, added,
In an era where sustainability and innovation intersect, our partnership with Equativ signifies much more than just a huge technical leap forward. Together, we’re shaping the future and creating a new paradigm for programmatic trading that’s efficient and ethical at the same time. Blending Equativ’s in-depth data with our sophisticated algorithms, we’re making it simple to automatically optimise bidding activity for profitability and purpose – and setting an example other pioneers can follow.