MINIMISING 2.09 TONS OF CARBON EMISSIONS IN PROGRAMMATIC VIDEO CAMPAIGN
GroupM has a long-standing partnership with PubMatic that is focused on driving supply path optimisation for its brand and performance advertisers
THE CHALLENGE
With climate change taking center stage in discussions, advertisers seek comprehensive solutions for eco-friendly media campaigns. GroupM sought partners to execute a sustainable video campaign for a major ecommerce platform. Their goal was not only to optimize media auctions effectively to target consumers at scale but also to maintain control over what they’re buying while minimizing carbon emissions.
THE SOLUTION: PUBMATIC'S AUCTION PACKAGES
GroupM partnered with SeenThis and PubMatic, aiming to achieve two key objectives: keeping down carbon emissions associated with digital creative delivery and improving viewability and video completion metrics. Leveraging SeenThis technology’s data-efficiency capabilities, they minimized data transfer during creative video in-banner delivery.
Additionally, through PubMatic’s collaboration with SeenThis, GroupM streamlined digital advertising data transfer while enhancing user experience and performance through PubMatic’s Auction Packages on premium inventory. Together, they demonstrated a simple and effective method to execute scaled, data-efficient video in-banner campaigns.