Innovative partnership dials up programmatic decarbonization; making it simple to drive efficient and ethical ad buying using sustainability-centric AI-based bidding.

London, New York & Paris 30 November 2023Equativ, the global leading independent ad platform, has announced its innovative new collaboration with Greenbids: an advanced optimization engine that powers sustainable ad operations using artificial intelligence (AI).

The partnership is a major step in Equativ’s dual mission to both boost media effectiveness and help decarbonize programmatic ad trading. In a ground-breaking move, by providing access to granular data from its supply-side platform (SSP), Equativ has enabled Greenbids to build smart bidding models that fuel streamlined and sustainable media buying, with early trials driving strong results: including a 40% decline in gCO2PM (grams of CO2 equivalent per thousand impressions).

This union reflects a growing focus on environmentally conscious action to reduce digital advertising’s carbon footprint, which accounts for more than 3.5% of greenhouse gas emissions globally. Galvanized by industry initiatives such as Ad Net Zero, players across the ecosystem are embracing the need for positive change: adapting campaign planning, production, and execution to minimize the resources their activities consume. 

Building on Equativ’s extensive supply path optimization (SPO) abilities, Greenbids’ solution will enhance mutual deal value by prioritizing the most efficient routes. Media buyers can ensure spend is allocated to relevant inventory that aligns with unique country, device, and audience parameters, limiting energy use by making fewer hops and curbing wastage. Direct access to high-value demand will also limit carbon emissions and result in higher overall yield for publishers — with trials achieving an 83% uplift in supply-side platform (SSP) revenue.

“Sustainability isn’t a fleeting trend; it’s becoming an increasingly integral consideration for consumers and businesses,” comments Antoine Verselder, Product Marketing Manager in charge of Sustainability Development at Equativ. “Until now, many companies in the advertising space have struggled to move with this evolution and maintain their bottom line — our partnership marks a pivotal shift on multiple levels.’ 

“For Equativ’s clients, it provides the opportunity to gain a distinctive competitive edge and fuel greater revenue by layering sustainable practices into their ad operations. In wider terms, it also illustrates that environmental and profitability goals don’t have to be in conflict — they can be seamlessly combined and achieved. As well as underscoring our ongoing commitment to ethical progress, we believe this collaboration has vast potential to transform the industry at large.”

Guillaume Grimbert, CEO of Greenbids, adds; “In an era where sustainability and innovation intersect, our partnership with Equativ signifies much more than just a huge technical leap forward. Together, we’re shaping the future and creating a new paradigm for programmatic trading that’s efficient and ethical at the same time. Blending Equativ’s in-depth data with our sophisticated algorithms, we’re making it simple to automatically optimize bidding activity for profitability and purpose – and setting an example other pioneers can follow.”

About Equativ 

Equativ is a leading independent ad tech platform built to serve the interests of both advertisers and publishers. Equativ provides brand and privacy-safe solutions that empower its clients to achieve maximum impact, while respecting the rights of consumers, and combines client expertise and engineering excellence to serve the interests of both the supply-side and demand-side with equal professionalism and technical sophistication.

Headquartered in Paris and New York, Equativ operates globally with a team of over 550 employees in 16 offices. Equativ offers the market its own independent ad server, SSP, buyer tools, and media services to fulfil the promise of advertising technology.

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About Greenbids

Greenbids, backed by Elaia Partners, is the industry leader in sustainable advertising AI optimization solutions. Serving the entire programmatic value chain, from advertisers and SSPs to publishers, the company is committed to transforming the digital advertising landscape. Founded with the vision to harmonize profitability with environmental responsibility, Greenbids utilises cutting-edge AI technology to maximize advertising effectiveness while minimizing resource consumption. Its innovative solutions not only drive superior campaign performance but also significantly reduce the carbon footprint of digital advertising campaigns. 

By addressing the holistic needs of the programmatic ecosystem, Greenbids stands at the forefront of the movement to make the digital advertising landscape greener and more sustainable for future generations.

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