GroupM Minimised Programmatic Video Campaign Carbon Emissions with PubMatic & SeenThis

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, GroupM, and adaptive streaming specialist, SeenThis announced today (July 10th, 2024) the results of a new case study. The study highlights the campaign that successfully minimised carbon emissions by 2.09 tonnes equivalent to 16,000 kilometres 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 have delivered incredible results. Not only have we seen minimised carbon emissions, view-through rate and viewability also increased and consistently surpassed benchmarks."  

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.”