New York, USA – Following their partnership launch last year, GroupM, WPP’s media investment group, has fully integrated SeenThis’ adaptive streaming technology into its carbon calculator tool, resulting in carbon emission reductions equivalent to charging over 15 million smartphones.
Through their collaboration, GroupM and its agencies have utilised SeenThis’ expertise and proprietary technology to manage and minimise carbon emissions while enhancing the performance of display advertising campaigns.
SeenThis’ technology minimises data waste by transferring data only for visible creative assets, which enhances user engagement and reduces the number of impressions needed to achieve campaign goals. This approach also lowers CO2e emissions, as it reduces the energy required across the internet supply chain.
Last year, the global partnership reduced over 230 tonnes of CO2e emissions, equivalent to charging more than 15 million smartphones. According to GroupM, approximately 260 of its advertisers across 28 markets have benefited from this technology, simultaneously enhancing the performance of their digital ads.
With SeenThis technology fully integrated into GroupM’s carbon calculator, advertisers can now evaluate optimisation impacts during pre-campaign planning. This integration highlights GroupM’s ability to scale successful trials into repeatable processes.
Furthermore, as industry interest grows and standardised metrics become more crucial, GroupM’s focus is on embedding this technology into ongoing campaigns to enhance business outcomes and reduce carbon intensity.
Commenting on the partnership, Kieley Taylor, global head of partnerships at GroupM, said, “In 2023, we set out in partnership with SeenThis to minimise emissions using data from our partners. One year on, we are achieving what we said we would do, building on our global framework for media decarbonization. The success of this partnership marks an important step in our commitment to decarbonise our media supply chain, and the more advertisers opt into SeenThis, the more they can drive positive results across both emissions and performance.”
Thomas Bowens, global agency director at SeenThis, also said, “Our partnership is one of the first examples of a vendor providing an immediate turn-key solution to enable GroupM to deliver CO2e reductions while enhancing the user experience. We’re thrilled that GroupM is focused on the combination of minimising emissions while maximising performance and is embracing the use of SeenThis data to share this insight with their advertisers to encourage lower carbon cost of business outcomes.”
