London, United Kingdom – Global adtech PubMatic has signed a deal with Sweden-based adaptive streaming specialist SeenThis to aid them in delivering digital advertising while keeping in mind minimising carbon emissions.
This initiative will give brands and agencies around the world a simple, efficient way to shift their buying behaviour in favour of more sustainable media, without compromising on advertising performance.
Moreover, the partnership between PubMatic and SeenThis provides advertisers and agencies with a way to run scaled, carbon-efficient video campaigns across the breadth of the premium supply on the PubMatic platform. Campaigns can be activated via a Deal ID, and buyers can access the full suite of curation tools available through PubMatic.
Jason Barnes, chief revenue officer for APAC at PubMatic, said, “SeenThis’ technology is incredibly efficient, delivering video experiences that are lightweight and fast. Combined with PubMatic’s expertise in supply path optimization, agencies and advertisers can now identify the most effective channels and partners from a commercial perspective and seamlessly execute programmatic deals across all channels, while ensuring carbon emissions are minimized. With more sustainable solutions, brands and agencies will be better equipped to meet the increasing consumer demand for environmentally conscious advertising campaigns.”
Meanwhile, Thomas Houge, chief commercial officer at SeenThis, commented, “We are very excited to be partnering with PubMatic on this initiative. We believe that all businesses, us included, are accountable for the emissions from their operations, and also have a responsibility to minimize the climate impact throughout their value chain and industry. By working together, we have a greater opportunity to make a meaningful contribution towards a more sustainable future for digital advertising.”
This partnership comes in line with PubMatic’s ongoing commitment to have its global data centres run on renewable energy.