The world’s First Green Ad Marketplace! IPG Mediabrands and SeenThis launched the Climate Action Marketplace (CAM) to reduce ad campaigns’ carbon footprint.
IPG Mediabrands, the media and marketing solutions division of Interpublic Group, and SeenThis, the adaptive streaming company, have announced a milestone agreement to create a Climate Action Marketplace (CAM), the industry’s first green advertising marketplace. CAM leverages the adaptive streaming technology from SeenThis, PubMatic’s premier inventory, and the technology prowess of IPG Mediabrands performance agency KINESSO.
IPG Mediabrands has been working with SeenThis since 2021 and has benefited from increased campaign performance, high-quality creative, and the potential for reducing data transfer compared to conventional advertising technology, thereby minimizing carbon emissions. The new offering will be available to all IPG Mediabrands clients beginning in Q2 2024. CAM will initiate sustainability through carbon emissions reduction, leveraging the benefits of working through Orion’s opted-in partners.
“Our advertisers strive to deliver campaigns of the highest quality and meet performance goals while integrating strategies to minimize carbon emissions. With our Climate Action Marketplace, we can deliver on all fronts. By leveraging SeenThis adaptive streaming technology as a default across our media delivery, we can make an enormous positive impact for our clients and reduce data transfer – thus carbon emissions – in the process,” said Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands.
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SeenThis adaptive streaming technology loads creatives instantly, in the highest possible quality, and with less data waste. Data is transferred only for creative assets in view, thereby reducing a brand’s digital carbon footprint. The new agreement allows all campaigns to use SeenThis adaptive streaming, which provides a dramatically better viewer experience and performance while using less data than conventional advertising technology.
Utilizing PubMatic’s premier supply, SeenThis video-in-display units offer reduced data waste and cost efficiency. SeenThis adaptive streaming technology enables minimal load time and removes file-size restrictions and unnecessary data transfer, thus minimizing CO2 emissions while delivering unrivaled performance uplifts. IPG Mediabrands clients can easily activate CAM as part of their go-to-market investment strategy at no incremental cost.
“Our partnership with IPG Mediabrands and SeenThis provides brands with a solution that delivers incredible advertising experiences on premium content while reducing their carbon footprint. It’s exciting to collaborate with other companies that are creating solutions that deliver both performance and sustainability at a global scale as we seek to build a better, more responsible supply chain for digital advertising,” said Kyle Dozeman, CRO at PubMatic.
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“IPG Mediabrands is taking a bold step forward to create immediate improvements for their business and clients. With SeenThis’ proprietary adaptive streaming technology, IPG Mediabrands is embracing the next generation of digital advertising with better performance, beautiful viewer experiences, and reduced carbon emissions,” said Susan Kravitz, Head of Commercial Partnerships at SeenThis.
