GroupM Minimised Programmatic Video Campaign Carbon Emissions with PubMatic and SeenThis

PubMatic , an independent technology company delivering digital advertising’s supply chain of the future, GroupM and adaptive streaming specialist, SeenThis announced today the results of a new case–study. The study highlights the campaign that successfully minimized carbon emissions by 2.09 tonnes equivalent to 16,000 kilometers driven in a car.

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. SeenThis’s technology and data-efficiency capabilities minimised data transfer during creative video in-banner delivery. Meanwhile, PubMatic’s Auction Packages combined with SeenThis’s streamlined digital advertising data transfer enhanced user experience and performance across premium inventory.

Alexandre Chanthavong, Programmatic Account Manager at GroupM Nexus France (GroupM France) comments: “PubMatic’s Auction Packages paired with SeenThis’s technology has delivered incredible results. Not only have we seen minimised carbon emissions, view-through rate and viewability also increased and consistently surpassed benchmarks.”

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Jean-Robert Mamin, Managing Director at SeenThis, adds: “We are thrilled to extend the benefits of the SeenThis solution to new and existing PubMatic clients, as our proprietary streaming solution addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem. Together with GroupM and PubMatic we have proven that it is possible to increase performance while minimising carbon emissions, and at the same time helping drive attention and unlock creative capabilities. 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.”

Abdel Absi, Associate Director, Advertiser Solutions France, PubMatic explains: “Fewer intermediaries and partner integrations equate to fewer carbon emissions and a more sustainable inventory source. We are very happy we could support GroupM to achieve the objectives for this campaign, but also demonstrate we could minimise their carbon footprint through their media investment and support their commitment in prioritising partners who contribute to a transparent, efficient and responsible supply chain”.

About PubMatic

PubMatic is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.

About GroupM

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and T&Pm, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business.

About SeenThis

Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1000+ brands in 40+ countries, the company is on a journey to reshape the internet — for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet.