{"id":11113,"date":"2023-08-25T20:07:51","date_gmt":"2023-08-25T20:07:51","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/groupm-collabs-with-ad-tech-firm-to-reduce-video-ads-carbon-emissions\/"},"modified":"2023-08-25T20:07:52","modified_gmt":"2023-08-25T20:07:52","slug":"groupm-collabs-with-ad-tech-firm-to-reduce-video-ads-carbon-emissions","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=11113","title":{"rendered":"GroupM collabs with ad-tech firm to reduce video ads\u2019 carbon emissions"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">GroupM, WPP\u2019s media investment arm, is collaborating with Swedish ad-tech firm SeenThis to help advertisers reduce carbon emissions from video ads.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Simply put, the firm\u2019s technology lets advertisers stream video ads via display inventory, explained Gareth Holmes, VP of commercial strategy and media for SeenThis, in turn helping them avoid data-intensive downloading techniques.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe typical way we deliver things in the industry with regard to video is download technology. About 80% of a normal download file needs to hit a device before it starts playing,\u201d he told Marketing Brew, so if a user scrolls past the ad, \u201cthat data has already been transferred.\u201d With streaming, advertisers aren\u2019t pre-loading data, so \u201cthere\u2019s no wasted data going on there,\u201d resulting in fewer emissions.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In terms of pricing, he told us that \u201cbuyers activate our streamed ads within display media so [they] don\u2019t have to pay for the video-specific inventory which attracts the highest costs.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Holmes also said that streaming ads can cut down on wasted impressions since they start \u201cloading instantly,\u201d meaning more people might see an ad as opposed to an empty ad unit. \u201cTypically, when I\u2019ve loaded any number of sites and I\u2019m scrolling along, because I\u2019m scrolling, the ad unit will be in view, and the ad unit will pass me by, but there\u2019s no ad in it,\u201d he said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As part of the partnership, GroupM agencies will be able to leverage the SeenThis emissions dashboard, which lets advertisers analyze carbon emissions from campaigns.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s not clear how many GroupM clients will make use of the offerings from SeenThis; GroupM was unable to make anyone available for an interview by the time of publication. But the two have worked together in the past\u2014in June, they announced that \u201ctheir partnership has positively reduced the carbon footprint of multiple leading global brands\u2019 advertising campaigns.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The partnership is part of a larger WPP commitment to decarbonization. In 2021, WPP announced it would \u201creach net zero carbon emissions\u201d across its supply chain by 2030.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Last year, GroupM debuted a \u201cglobal carbon measurement framework\u201d to power its carbon calculator, which advertisers can use to gauge their ad campaigns\u2019 carbon footprints. As part of its partnership with SeenThis, GroupM will incorporate the firm\u2019s methodology on the carbon cost of data transfer into its carbon calculator.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In 2022, GroupM also spearheaded a client coalition with about 20 advertisers as part of an effort to standardize measurement of ad-based carbon emissions.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In February, GroupM announced a partnership with Scope3, an ad-tech company that measures emissions from digital ads.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Several other holding companies and agencies have publicly committed to reducing their carbon footprint in recent years, including IPG Mediabrands, Dentsu, and Havas.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/25\/groupm-collabs-with-ad-tech-firm-to-reduce-video-ads-carbon-emissions?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. GroupM, WPP\u2019s media investment arm, is collaborating with Swedish ad-tech firm SeenThis to help advertisers reduce carbon emissions from video ads. Simply put, the firm\u2019s technology [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-11113","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GroupM collabs with ad-tech firm to reduce video ads\u2019 carbon emissions | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readThe email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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