Drive.com.au has partnered with adaptive streaming technology company SeenThis to deliver its latest brand campaign while minimising its digital carbon footprint from creative delivery.
With 30% of internet energy consumption being attributed to the transfer of data, partnering with SeenThis means Drive - which is owned by Nine - can offer its clients high quality ad units and improve the overall user experience, while reducing data wastage - data that is never consumed or does not add value to the user experience.
Drive CEO Simon Halfhide said it is conscious of the impact the role as one of Australia’s leading digital publishing sites has on the environment.
“We’re proud to be partnering with SeenThis in delivering high impact, innovative solutions for our clients as we strive to improve our digital supply chain," said Halfhide.
Steve Alpe, SeenThis partnerships director ANZ, said it is delighted to have such a high-profile client use the technology as it embarks upon its own sustainability journey.
"Our technology works by streaming the digital ads in bite-sized pieces, only when in-view," said Alpe.
"With data transferred only when actively consumed by users, this approach significantly reduces data wastage as well as associated carbon emissions related to excessive buffering and offscreen loading, when compared to conventional download technology.
"Meanwhile, our segment-by-segment optimisation ensures that each moment of video is optimised, and that creative is of the highest quality that can be perceived by the human eye."
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