Perion Launches Global DOOH ‘Green Curated Deals’ Through the Hivestack Platform and Scope3
Perion Network announced the launch of Hivestack’s ‘Green Curated Deals’ for Digital Out-of-Home (DOOH) advertising on a global scale. This solution uses Scope3 emissions data to provide lower carbon ad inventory, allowing advertisers to run environmentally friendly campaigns. The Green Curated Deals are exclusively available on Hivestack Curate, Perion's proprietary platform, and leverage Scope3's emissions model to optimize decarbonization of media and advertising. Perion’s new offering aims to enhance campaign effectiveness while reducing the carbon footprint, featuring a scoring model that prioritizes low-emission inventory.
Perion's CEO, Tal Jacobson, emphasized the company's commitment to sustainability, highlighting the integration with Scope3 to drive greener ad campaigns. The initiative aligns with industry trends demanding reduced emissions and increased decarbonization, promising advertisers enhanced performance and budget efficiency.
- Launch of global 'Green Curated Deals' for DOOH advertising.
- Integration with Scope3 emissions data to provide lower carbon ad inventory.
- Exclusive availability of Green Curated Deals on Hivestack Curate platform.
- Scoring model prioritizing low-emission DOOH inventory.
- Enhanced campaign effectiveness with reduced carbon footprint.
- Perion's commitment to sustainability in advertising technology.
- No specific financial figures or revenue projections provided.
- Potential initial costs or investments for leveraging new technology not disclosed.
Insights
Perion Network Ltd. has introduced a noteworthy advancement with the launch of Hivestack’s ‘Green Curated Deals’ aimed at providing more environmentally friendly advertising options for Digital Out-of-Home (DOOH) campaigns. Green Curated Deals use Scope3's emissions data to provide advertisers with lower carbon emissions inventory, reinforcing Perion's commitment to sustainability.
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However, it’s important to note that while the promise of lowered emissions is appealing, the actual impact on campaign performance remains to be seen. The effectiveness of these green deals must match or exceed traditional campaigns to ensure continued advertiser interest. Short-term, we might see a spike in adoption due to novelty and corporate sustainability goals. Long-term success will depend on proven ROI and sustained environmental impact.
Understanding key concepts: “DOOH” refers to digital advertisements displayed in public spaces, such as billboards and transit ads. “Scope3 emissions” encompass indirect emissions from activities not directly controlled by the company, making it a comprehensive measure of environmental impact.
For retail investors, this initiative signals Perion's proactive approach to industry trends and sustainability, potentially enhancing their market position and revenue prospects. It's a good indicator of the company’s forward-thinking strategy and responsiveness to market demands.
Perion’s integration of Scope3 emissions data into Hivestack’s DOOH platform showcases an innovative application of technology to meet contemporary environmental demands. The Green Curated Deals leverage a dynamic emissions model to optimize ad inventory towards decarbonization, which is a sophisticated use of data analytics in advertising technology.
From a technical standpoint, the use of real-time emissions data to guide advertising decisions is groundbreaking. It requires robust data processing capabilities and seamless integration between multiple systems. This kind of innovation could set a new industry standard if it proves effective, emphasizing Perion’s potential as a tech leader in the advertising space.
Adding to this, the scoring model developed to package the most optimal inventory for reducing climate impact is an excellent use of algorithmic optimization. However, the effectiveness of this model will be important in determining its real-world application. The industry's ability to accurately measure and report emissions data will significantly affect the perceived and actual value of these green deals.
For investors, this initiative could indicate future growth and stability if Perion continues to innovate and lead with technology-driven solutions that address global issues.
The launch of the Green Curated Deals by Perion and Hivestack marks a strategic move towards sustainability in the advertising industry. By providing advertisers with low-emission inventory options, they are responding to the increasing demand for environmentally responsible business practices.
In terms of environmental impact, this development is promising. Scope3’s emissions model helps advertisers understand the full extent of their carbon footprint, including indirect emissions, which are often overlooked. For the digital advertising sector, which is inherently energy-intensive, initiatives like this can significantly influence overall sustainability efforts.
However, the real-world impact depends on widespread adoption and consistent measurement accuracy. It also raises the question of whether these practices can be uniformly applied across different markets and regions.
For retail investors, this move might enhance Perion’s reputation among stakeholders who prioritize ESG (Environmental, Social, Governance) criteria. It demonstrates a long-term commitment to sustainability that could potentially drive customer loyalty and attract ESG-focused funds.
New solution makes it easy for advertisers to find and buy lower carbon emissions inventory for DOOH campaigns
Building on momentum from the recent expansion of Scope3’s emissions model to include DOOH, and the launch of Hivestack Curate, the company’s proprietary DOOH platform for curated deals, Perion reinforces its commitment to fostering a more sustainable future. As part of this new solution, Perion’s Hivestack is helping DOOH buyers maximize the effectiveness of their campaigns while minimizing negative environmental impact through Green Curated Deals. These deals are exclusively available in Hivestack Curate.
Hivestack’s Green Curated Deals leverage Scope3's granular and dynamic emissions model to offer inventory optimized towards decarbonizing media and advertising. This gives media buyers a unique opportunity to engage with audiences while achieving lower emissions ad delivery. By combining Hivestack’s innovative deal curation technology with Scope3's emissions data, Green Curated Deals bring added optimization to the bidstream and maximize campaign reach across screens and during hours with the lowest carbon emissions.
In addition to using Scope3’s emissions model for DOOH, Hivestack by Perion has established a scoring model applicable to Green Curated Deals. The scoring model favors DOOH inventory that generates the least amount of carbon emissions and packages the most optimal inventory for reducing the climate impact of DOOH campaigns under a single, unified Deal ID within Hivestack Curate.
"Perion has been using Scope3 Green Media Product with our advertising solutions to drive greener ad campaigns. With the launch of Green Curated Deals, we are not just evolving advertising technology; we are helping to shape a sustainable future. Our collaboration with Scope3 marks a significant milestone towards decarbonizing our digital advertising solutions, providing our customers with powerful tools to drive both performance and positive environmental impact." said Tal Jacobson, Perion's CEO.
Andreas Soupliotis, General Manager at Hivestack said: "It is our top priority to mobilize the DOOH industry towards a standard framework that supports decarbonization, putting sustainability at the forefront. Through this new product we are giving DOOH media buyers and sellers the option to steer towards a reduction of carbon emissions in an effective and meaningful way."
"The industry can only take action to decarbonize if we have accurate measurement. Hivestack has been an invaluable partner in refining the Scope3 emissions model to accurately represent DOOH and the unique aspects of the channel, and now they’re giving advertisers the ability to act on that data," said David Fischer, Global Head of Advertising Technology Partnerships at Scope3. "Bringing Green Media Products to life for DOOH completes yet another piece of the puzzle for brands looking to make sustainable buying choices across every channel where they buy media today."
Decreasing the environmental impact of media has been top of mind for brands and agencies as the industry sees increased demand for lowered emissions and decarbonization. According to Scope3 2023 research on the state of sustainable advertising, emissions from climate risk inventory are on average 2 times higher than the market average, while underperforming by
About Perion Network Ltd.
Perion Network Ltd. (NASDAQ and TASE: PERI) is a technology leader in connecting advertisers to consumers across all major digital channels, providing significant benefits to brands and publishers. For more information, visit Perion's website at www.perion.com.
Forward Looking Statements
This press release contains historical information and forward-looking statements within the meaning of The Private Securities Litigation Reform Act of 1995 with respect to the business, financial condition and results of operations of Perion. The words “will,” “believe,” “expect,” “intend,” “plan,” “should,” “estimate” and similar expressions are intended to identify forward-looking statements. Such statements reflect the current views, assumptions and expectations of Perion with respect to future events and are subject to risks and uncertainties. Many factors could cause the actual results, performance or achievements of Perion to be materially different from any future results, performance or achievements that may be expressed or implied by such forward-looking statements, or financial information, including, but not limited to, the failure to realize the anticipated benefits of companies and businesses we acquired and may acquire in the future, risks entailed in integrating the companies and businesses we acquire, including employee retention and customer acceptance; the risk that such transactions will divert management and other resources from the ongoing operations of the business or otherwise disrupt the conduct of those businesses, potential litigation associated with such transactions, and general risks associated with the business of Perion including intense and frequent changes in the markets in which the businesses operate and in general economic and business conditions, loss of key customers, data breaches, cyber-attacks and other similar incidents, unpredictable sales cycles, competitive pressures, market acceptance of new products, changes in applicable laws and regulations as well as industry self-regulation, inability to meet efficiency and cost reduction objectives, changes in business strategy and various other factors, whether referenced or not referenced in this press release. Various other risks and uncertainties may affect Perion and its results of operations, as described in reports filed by Perion with the Securities and Exchange Commission from time to time, including its annual report on Form 20-F for the year ended December 31, 2023 filed with the SEC on April 8, 2024. Perion does not assume any obligation to update these forward-looking statements.
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Perion Network Ltd.
Dudi Musler, VP of Investor Relations
+972 (54) 7876785
dudim@perion.com
Source: Perion
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