Advanced Television

Magnite selected as first SSP by Greenbids

November 23, 2023

Magnite, the independent omnichannel sell-side advertising company, and Greenbids, a specialist in sustainable advertising AI optimisation solutions, has announced a partnership to help reduce carbon emissions generated by digital advertising ad calls while preserving campaign performance. Magnite is the first SSP to share traffic shaping data with Greenbids to help inform efficient ad selection. The collaboration is live in the UK and France, with plans to extend globally.

According to Scope3, ad selection accounts for 60.7 per cent of total carbon emissions from programmatic advertising impressions – the largest share in the supply chain. Reducing ineffective bid requests has the effect of reducing carbon impact with no adverse impact on performance.

Greenbids was founded with the vision to harmonise profitability with environmental responsibility and utilises cutting-edge AI technology to maximise advertising effectiveness while minimising resource consumption. Greenbids’ solutions help drive campaign performance and also help significantly reduce the carbon footprint of digital advertising campaigns. Greenbids AI is active in DSPs to support a wide range of advertisers with their global activations.

Based on Greenbids’ analysis, the addition of Magnite’s traffic shaping data reduced carbon emissions compared to the control. A trial campaign conducted with a French advertiser, an international insurance company, yielded a 24 per cent reduction in overall carbon output while still delivering the same performance.

“The pursuit of environmental responsibility and digital advertising performance can be achieved in tandem through more efficient paths to supply,” said Julie Selman, Head of EMEA at Magnite. “By enriching Greenbids’ innovative solutions with our advanced traffic shaping data, we can extend the ability to bid more effectively with the ecosystem at large. We look forward to the continued collaboration with Greenbids to improve sustainability outcomes while delivering successful advertising results.”

“Thanks to the data provided by Magnite, we are able to substantially increase our sustainable ad performance through their supply path while simultaneously reducing our client’s campaign carbon impact,” added Guillaume Grimbert, CEO of Greenbids. “This partnership showcases immense industry beneficial potential. The integration of Magnite’s data can revolutionise how we approach sustainable advertising campaigns.”

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