Advanced Television

Adlook expands GreenPath

June 20, 2023

Adlook, an advertising technology company that drives sustainable brand growth, has announced it is extending its sustainability-focused GreenPath solution to digital video inventory (desktop, mobile and CTV). This expansion will allow advertisers to leverage the sustainability and performance benefits of GreenPath for the entirety of their campaigns, including video.

GreenPath revolutionises adtech by providing advertisers with a seamless way to reduce carbon emissions at scale and without compromising performance. By integrating adtech emission signals into Adlook’s deep learning DSP as a new real-time bidding and activation variable, GreenPath ensures that media buying practices are sustainable. With its extension to digital video inventory, GreenPath is set to make an even greater impact.

“Sustainability and performance can and should go hand in hand, even in the highly dynamic and resource-intensive world of video advertising,” said Patrick Roman Gut, Vice President US, Adlook. “By extending GreenPath to digital video, we’re empowering advertisers to take meaningful action towards reducing carbon emissions in their video campaigns. Not only does this contribute to a greener environment but it also resonates with the growing number of consumers who value eco-conscious brands.”

During the alpha testing phase of GreenPath, which included digital video, brands were able to outperform industry benchmarks while cutting carbon emissions by up to 40 per cent. GreenPath’s integration with digital video inventory ensures that sustainability is now an attainable goal across various video formats and beyond.

“I’m confident that GreenPath will drive momentum across the programmatic ecosystem as we strive towards more sustainable media practices,” commented Martin Bryan, Global Head of Sustainability at IPG Mediabrands, and a GreenPath user.

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