[PubMatic] Pan-European Case Study - Decarbonising the Digital Advertising Supply Chain

Country: France

About the Initiative

GroupM, with PubMatic and SeenThis, launched a decarbonisation initiative to run a sustainable video campaign for a major e-commerce client. The goals were to reduce the carbon footprint of digital ad delivery and improve video performance metrics like viewability and completion rates. By leveraging PubMatic's expertise in supply path optimisation, GroupM ensured transparent, efficient programmatic buying that minimised carbon emissions. SeenThis contributed adaptive streaming technology, reducing data transfer—a key factor in emission reduction. PubMatic's Auction Packages on premium inventory provided data-efficient, high-performance, and brand-safe ad delivery, optimising the user experience with faster-loading ads. This collaboration not only reduced emissions but also improved campaign performance, demonstrating a scalable model for sustainable, data-efficient video advertising. The initiative underscores the impact of strategic partnerships and technology in promoting sustainable digital advertising practices.

Objective

• Minimise Carbon Emissions: Reduce the carbon footprint of digital video ad delivery by implementing data-efficient technologies and optimising media buying processes.
• Enhance Ad Performance: Improve video viewability and completion rates through faster load times and reduced buffering, ensuring a high-quality user experience.
• Promote Sustainability in Digital Advertising: Demonstrate the scalability and effectiveness of decarbonised digital advertising by using adaptive streaming technology and transparent media buying.
• Achieve Industry-Wide Adoption: Set a precedent for industry-wide adoption of sustainable advertising practices through scalable technologies and efficient, transparent media buying models.
• Track and Measure Impact: Provide clear, quantifiable metrics on carbon savings, campaign performance, and data efficiency, setting a benchmark for future sustainable campaigns.

Relevance

As climate change drives global focus on sustainability, advertisers are seeking solutions to reduce the environmental impact of media campaigns. With data transfer responsible for nearly 30% of the internet's greenhouse gas emissions, reducing data usage in ads can significantly lower CO2 output. Digital advertising, though transformative, contributes to about 3.7% of global carbon emissions, with data processing and network devices projected to grow at 40% annually. The World Economic Forum also notes that internet infrastructure alone accounts for 2.5% of global electricity consumption, emphasising the urgency of sustainable practices. 

Quantifiable Results

• Carbon Emissions: PubMatic’s precise targeting and optimised supply paths, combined with SeenThis' adaptive streaming, cut CO2 emissions from creative delivery by 40%, reducing 2.09 tons of CO2.
• Performance: The campaign exceeded its goals, achieving a 31% improvement in video viewability and a 49% higher video completion rate, thanks to faster load times and reduced buffering.
• Data Efficiency: SeenThis’ tech reduced data transfer by 57%, saving energy equivalent to 255,610 fully charged smartphones, six flights from London to Madrid, or 16,000 km driven by car.

With transparency from PubMatic’s Auction Packages and SeenThis’ Carbon Dashboard, GroupM tracked emissions and performance, setting a benchmark for sustainable, data-efficient video advertising.

Innovation

The campaign integrates innovative technologies such as PubMatic's Auction Packages for transparent and efficient media buying and SeenThis’ adaptive streaming to minimise data transfer, setting a new industry standard for decarbonising digital ads.

Two key innovative strategies and technologies were implemented to reduce carbon emissions: 

1. PubMatic’s Auction Packages: these are an innovative approach to media buying, enabling more precise targeting, reducing wasted impressions and, therefore, unnecessary energy consumption. Transparency also allows advertisers to better track their CO2 impact, which is essential for decarbonisation efforts. 

2. SEENTHIS’ Adapting Streaming Technology: it represents a significant innovation in digital advertising by reducing data waste, which directly contributes to lowering carbon emissions. SeenThis' adaptive technology optimises data delivery based on the user’s device, browser, and available bandwidth, effectively minimising unnecessary data transfer. In practice, ads stream only when in view, and data is transferred only while being actively consumed, reducing both energy and data waste. This approach balances high performance with sustainability, eliminating inefficiencies such as excessive buffering and offscreen content loading. 

Scalability

The campaign, using PubMatic's Auction Packages and SeenThis' adaptive streaming, sets a scalable model for decarbonising digital advertising:

• Scalability: PubMatic reduces wasted impressions through addressable signals at scale, and SeenThis minimises data transfer, making it adaptable across devices, formats, and regions for industry-wide carbon reduction.
• Data Efficiency & Adoption: SeenThis’ technology promotes data-efficient digital ads, with potential for significant energy savings as video consumption grows.
• Sustainable Performance: SeenThis optimises data use, enabling advertisers to achieve high-quality results with a smaller carbon footprint, appealing across business sectors.
• Transparency: PubMatic’s transparent Auction Packages model fosters informed, efficient ad placements, setting a new industry standard.
• Versatility: This approach supports carbon reductions across industries without sacrificing ad reach.
• Measurable Impact: Clear carbon savings metrics help brands meet sustainability goals and provide real-time data for eco-conscious reporting.

PubMatic’s and SeenThis’ technologies offer a scalable, impactful path toward sustainable digital advertising at scale.

Stakeholder Collaboration

This initiative highlights how advertisers, ad tech companies, publishers, and supply chain partners can collaborate to decarbonise digital advertising while improving performance.

Advertiser Collaboration (PubMatic & GroupM):
GroupM set clear sustainability and performance goals, prioritising reduced carbon emissions without compromising advertising results. Their leadership and focus on transparency laid the groundwork for all stakeholders to align on decarbonising the supply chain.

AdTech Collaboration (PubMatic and SeenThis):

• PubMatic: Provided the technology to streamline media buying through Auction Packages, optimising transparency and efficiency. By minimising wasted impressions and emissions, PubMatic ensured premium inventory was prioritised.
• SeenThis: Delivered adaptive streaming technology, reducing the carbon footprint of video ads by optimising data transfer. Together, PubMatic and SeenThis integrated seamlessly to achieve environmental goals without sacrificing campaign performance.

Publisher Collaboration:
Premium publishers played a key role by offering high-quality inventory. PubMatic’s Auction Packages ensured responsible placements, reducing inefficient impressions and environmental impact while maintaining campaign performance.

Supply Chain Transparency:
PubMatic provided visibility into the supply path, enabling GroupM to monitor inventory and carbon emissions.

• SeenThis offered real-time data on energy use and carbon savings.
• GroupM accessed performance and sustainability metrics to measure progress.

Continuous Feedback and Optimisation:
Stakeholders maintained a feedback loop, refining strategies for performance and sustainability. SeenThis fine-tuned streaming technology, while PubMatic adjusted Auction Packages dynamically to optimise supply paths and outcomes.

Sustainability Beyond Decarbonisation

1. Efficient Resource Use: PubMatic reduces waste by optimising inventory, minimising auction inefficiencies, and lowering data and energy use, making the ecosystem more resource-efficient.
2. Transparency and Accountability: SPO and Auction Packages provide full transparency, helping advertisers and publishers measure, report, and improve sustainability efforts.
3. Responsible Media Practices: PubMatic prioritises ethical publishers, supports quality journalism, and promotes safe, inclusive media to enhance brand reputation and build a sustainable ecosystem.
4. Advancing Sustainable Practices: By collaborating with advertisers, publishers, and tech partners, PubMatic embeds sustainable practices across the programmatic value chain, driving collective progress.
5. Innovation for a Greener Future: PubMatic invests in energy-efficient servers and operates data centers powered by renewable energy, significantly reducing the environmental impact of programmatic advertising while maintaining high performance.
6. Thought Leadership: PubMatic leads the industry by advocating for responsible media and sustainability standards, driving awareness and greener practices across digital advertising.

Continuous Adaptation

The collaboration continuously adapts to the evolving digital advertising landscape, where data efficiency and sustainability are becoming essential. By adopting adaptive streaming and optimising supply paths, the initiative paves the way for ongoing improvements in reducing emissions and enhancing performance in future campaigns.

Adherence to Industry Standards

PubMatic's campaign demonstrates a strong commitment to sustainable digital advertising by aligning with key industry standards to minimise CO2 emissions by 2.09T. Key alignments include:

• IAB Sustainability Standards: Promoting energy-efficient programmatic advertising and transparency.
• Ad Net Zero Principles: Early adoption of practices to reduce carbon impact.
• EU Compliance: Supporting EU climate goals by reducing greenhouse gases.
• Sustainable Advertising Principles: Enhancing responsible, efficient digital advertising.
• Science-Based Targets Initiative: Lowering Scope 3 emissions for long-term impact.
• Global Media Sustainability Framework: Ensuring data efficiency and carbon tracking.
• Renewable Energy: Achieving 100% renewable energy across data centres.

Through these standards, PubMatic, GroupM, and SeenThis deliver a high-performing, sustainable campaign aligned with industry regulations, reinforcing their leadership in eco-conscious advertising.

Conclusion

This initiative showcases the power of collaboration between advertisers, ad tech firms, publishers, and supply chain partners in driving both sustainability and performance in digital advertising. By leveraging innovative technologies like PubMatic’s Auction Packages and SeenThis’ adaptive streaming, the campaign achieved significant reductions in CO2 emissions while enhancing video performance metrics. The measurable results, including a 40% reduction in emissions and a 49% increase in video completion rates, highlight the potential for scalable, data-efficient advertising that meets both business and environmental objectives. This initiative sets a new standard for sustainable digital advertising and underscores the importance of continuous innovation and adherence to industry standards for long-term impact.