Groundbreaking Partnership Set to Revolutionize Digital Advertising Landscape
In a monumental leap towards a greener digital environment, SeenThis today made public its global collaboration with GroupM, the powerhouse media investment faction of WPP. This innovative partnership is set to reshape the landscape of digital advertising by enabling GroupM, the world’s top media purchaser, to drastically minimize and even sidestep superfluous carbon discharges from the domain of digital advertising.
Merging Expertise and Technology
By integrating SeenThis’ leading-edge proprietary technology, GroupM and its affiliated agencies will now possess the prowess to effectively govern and slash carbon emissions emanating from creative ad deliveries. Furthermore, this venture will amplify the efficacy of digital ad campaigns.
Unified Approach to Carbon Calculation
Both companies are synchronizing methodologies, specifically focusing on the carbon ramifications of data transfers. These approaches will seamlessly dovetail into GroupM’s unique carbon calculator, optimized for both campaign strategizing and subsequent analyses. The upshot? GroupM’s agencies will garner enhanced precision in making supply-chain decisions regarding data transmission across digital conduits.
Ed Fanning, GroupM Global Head of Partnerships, Advertising and Retail Technology, passionately remarked, “As the world’s leading media investment company, the team at GroupM is on a mission to develop tools and technologies which ensure that carbon emissions are considered a part of the media planning process. This partnership builds on the global framework for media decarbonization we announced in 2022 and is an important step in our commitment to decarbonize our media supply chain.”
Elevated Performance Meets Sustainability
Jesper Benon, CEO at SeenThis, enthusiastically shared, “We are excited to extend the benefits of the SeenThis solution to new and existing GroupM clients, as our proprietary streaming addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem. GroupM agencies are able to increase performance while minimizing 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.”
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Delving Deep into the Carbon Conundrum
SeenThis has rigorously probed the intricate nexus between superfluous data and CO2 emissions. This has culminated in an informative white paper, co-authored alongside eminent scientists, as well as a state-of-the-art emissions dashboard. The latter furnishes advertisers with a crystal-clear insight into data transfers and the resultant emissions from creative deliveries.
Thomas Houge, CCO, SeenThis, elucidated, “We are honoured to partner with GroupM globally as it further enhances its commitment to minimizing the carbon impact of digital media campaigns. Knowing that WPP´s clients need to drive towards a more sustainable business through their marketing, we are thrilled to offer our technology to drive sustainability and sustainable business results all in one.”
Augmented Tools and Expanded Possibilities
The initial phase will see GroupM’s agencies harnessing the SeenThis emissions dashboard to analyze data transmission and comprehend campaign emissions at a granular level. The endgame? Direct integration of this invaluable data into GroupM’s toolset for strategizing display campaigns.
Boasting compatibility with all predominant ad-servers, publisher networks, and third-party service providers, SeenThis’ state-of-the-art technology empowers both clients and agencies to maximize their media budgets’ potential. The avant-garde ad tech firm operates from global nerve centers located in London, New York, Singapore, Paris, Stockholm, Oslo, and Sydney.
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