SeenThis has announced a global partnership with GroupM, WPP’s media investment group, that will allow the world’s largest media buyer to reduce and avoid unnecessary carbon emissions from digital advertising.
The collaboration will enable GroupM and its agencies to leverage SeenThis’ expertise and proprietary technology to manage and minimise carbon emissions from creative delivery while improving the performance of display advertising campaigns.
GroupM and SeenThis will also align methodologies on the carbon cost of data transfer, incorporating these into GroupM’s own carbon calculator for use in planning and post-campaign analysis. This will enable GroupM’s agencies to refine and provide more detailed supply-chain decisioning for data transfer within digital channels.
Initially, GroupM’s agencies will use the SeenThis emissions dashboard to measure data transfer and create deeper understanding of campaign emissions; ultimately, the data will be integrated directly into GroupM’s tools to enable the planning of display campaigns.
Ed Fanning, GroupM global head of partnerships, advertising and retail technology, said as the world’s leading media investment company, the team at GroupM is on a mission to develop tools and technologies which ensure that carbon emissions are considered a part of the media planning process.
"This partnership builds on the global framework for media decarbonisation we announced in 2022 and is an important step in our commitment to decarbonize our media supply chain," he said.
Jesper Benon, CEO at SeenThis, said the adtech is excited to extend the benefits of the SeenThis solution to new and existing GroupM clients, as its 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," said Benon.
"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.”
SeenThis’ technology has the ability to work with all major ad-servers, publisher networks and third party providers, allowing both client and agency to do more with the same media budget.
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