Greenbids Selects Magnite as First SSP to Help Reduce Carbon Impact of Digital Advertising

Rhea-AI Summary

Magnite (MGNI) and Greenbids Partner to Reduce Carbon Emissions in Digital Advertising, Achieving 24% Reduction in Trial Campaign

Positive

• First SSP to share traffic shaping data with Greenbids for efficient ad selection
• Reduction of 24% in overall carbon output while maintaining campaign performance
• Collaboration live in the UK and France with plans to extend globally

Negative

• None.

Trial campaign with French advertiser successfully reduced carbon output by 24% while maintaining strong performance

LONDON, Nov. 22, 2023 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising company, and Greenbids, an industry leader in sustainable advertising AI optimization solutions, today 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% 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 harmonize profitability with environmental responsibility and utilizes cutting-edge AI technology to maximize advertising effectiveness while minimizing resource consumption. Greenbids’ innovative solutions help drive superior 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, a leading international insurance company, yielded a 24% 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,” said Guillaume Grimbert, CEO of Greenbids. “This partnership showcases immense industry beneficial potential. The integration of Magnite’s data can revolutionize how we approach sustainable advertising campaigns."

About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world's leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile-high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About Greenbids
We are the industry leader in sustainable advertising AI optimization solutions. Serving the entire programmatic value chain – from advertisers and SSPs to publishers – we are committed to transforming the digital advertising landscape. We work globally with the leading advertisers, agencies and programmatic ad tech companies to drive substantial change to the advertising industry. We are active in more than 100 countries from our headquarters in Paris, France thanks to our deep integration with the main DSPs of the market. We are currently in the process of opening new offices in the UK, US and APAC. Greenbids has been backed by Elaia Partners.

Media Contact:
Kar Yi Lim
klim@magnite.com

FAQ

What is the partnership between Magnite and Greenbids about?

The partnership aims to reduce carbon emissions generated by digital advertising ad calls while maintaining campaign performance.

How much reduction in carbon output was achieved in the trial campaign?

The trial campaign with a French advertiser resulted in a 24% reduction in overall carbon output while delivering the same performance.

What percentage of total carbon emissions from programmatic advertising impressions does ad selection account for?

Ad selection accounts for 60.7% of total carbon emissions from programmatic advertising impressions according to Scope3.

What is Greenbids' vision and approach to sustainable advertising?

Greenbids was founded with the vision to harmonize profitability with environmental responsibility and utilizes cutting-edge AI technology to maximize advertising effectiveness while minimizing resource consumption.

How does Magnite contribute to reducing carbon emissions in digital advertising?

Magnite is the first SSP to share traffic shaping data with Greenbids to help inform efficient ad selection, resulting in a reduction of carbon emissions.

What was the outcome of the trial campaign conducted with a French advertiser?

The trial campaign yielded a 24% reduction in overall carbon output while still delivering the same performance, showcasing the success of the partnership.

What are the future plans for the collaboration between Magnite and Greenbids?

The collaboration is currently live in the UK and France, with plans to extend globally to further reduce carbon emissions in digital advertising.

Who are the key individuals involved in the partnership?

Julie Selman, Head of EMEA at Magnite, and Guillaume Grimbert, CEO of Greenbids, are leading the collaboration to reduce carbon emissions in digital advertising.

How does Greenbids' AI technology contribute to sustainable advertising campaigns?

Greenbids' innovative solutions help drive superior campaign performance and significantly reduce the carbon footprint of digital advertising campaigns through the use of AI technology.