ReportWire

Tag: Green Advertising

  • Bidtellect Speaks at Adweek Nextech Conference, Covers The Future of Green in Advertising

    Bidtellect Speaks at Adweek Nextech Conference, Covers The Future of Green in Advertising

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    Bidtellect’s VP of Product, joined by Jounce Media’s Founder and President, cover the future of sustainability in advertising, along with how companies can begin to manage their own carbon footprint.

    Press Release
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    Dec 21, 2022 07:00 EST


    DELRAY BEACH, Fla., December 21, 2022 (Newswire.com)
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    Bidtellect, a leading demand-side platform and advertising technology company, announces its successful sponsorship and speaker session at Adweek Nextech Conference, held from Dec. 6 to 7 in New York, New York. Bidtellect’s senior leadership team was in attendance, and its VP of Product, Arthur Hainline, took the stage alongside the founder and president of Jounce Media, Chris Kane, to break down the future of sustainability in advertising and how companies can manage their own carbon footprint.

    The team spoke on the lack of transparency in the programmatic supply path. Specifically, how the redundancy of supply chains causes supply and carbon inefficiencies. There are three ways in which buyers and sellers have redundant supply chains: auction duplication, multi-integrations, and reselling or rebroadcasting. On average, resold supply chains account for 40% of display auctions and 58% of video auctions, according to Jounce Media. 

    These same three causes of redundant supply chains (auction duplication, multi-integrations, and reselling) are the major contributors to supply path emissions. They take up extra energy, extra compute time, and release excess carbon emissions. This includes the scope 1, 2, and 3 emissions data of each party involved per impression.

    According to Sharethrough, Scope 3 emissions account for over 90% of an organization’s CO2 waste, and 60% of people were unaware that browsing the internet generates carbon emissions. The newest tools to the market will be able to track the carbon cost of a company’s media, offering a new level of transparency into the impact of its dollars and advertising.

    The pair spoke on new tools and methods for advertisers to begin to reduce their carbon waste. Bidtellect recently teamed up with Scope3 to track total carbon emissions directly in their DSP, so that users can take action to reduce waste immediately. Users can alter the pacing rate to participate in fewer auctions artificially, optimize towards supply tiers, block domains with high emissions, as well as target sellers.json. Together, advertisers can ultimately begin to reduce carbon waste and initiate a shift to a more efficient supply path for all.  

    Kane founded Jounce Media in 2015 and was previously Chief of Staff to the CEO and CFO at AOL. Before AOL, he managed a portfolio of enterprise accounts at Turn, a pioneer in demand-side platforms (DSP), enabling wider reach and ad buying. He started his career as a management consultant at Oliver Wyman, focusing on the converging media and technology sectors.

    Jounce Media is the industry leader in programmatic supply chain management and is trusted by the world’s most prominent marketers, media companies and advertising technology platforms to enable high-efficiency programmatic trades. They specialize in supply path optimization education, research, and data. 

    Arthur Hainline is the Vice President of Product at Bidtellect, overseeing Bidtellect’s product team, product enhancements and technology. Hainline has been with Bidtellect since 2015 and is an integral part of the team’s competitive technology advancements, bringing greater bidding efficiencies and performance wins for advertising clients.

    To watch the session and gain access to more information, click here.

    About Bidtellect

    Bidtellect is a performance-driven DSP specializing in context-first optimization, cookieless solutions, and quality programmatic. With roots in native, we built our platform on context-driven technology and optimization down to the placement level, ensuring readiness for the cookieless future while achieving performance goals, now across ad formats and video.

    Source: Bidtellect

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  • Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint

    Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint

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    Scope3 measurement gives clients accurate insights into carbon costs to optimize for results and sustainability

    Press Release
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    Nov 16, 2022


    DELRAY BEACH, Fla., November 16, 2022 (Newswire.com)
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    Bidtellect, a leading demand-side platform and advertising technology company, today announced a first-of-its-kind integration with Scope3, the only company to report true supply chain emissions data. The integration will offer Bidtellect clients transparency into the carbon cost of their advertising campaigns and the tools to reduce their emissions directly via the Bidtellect platform. 

    “Digital programmatic media has always been accused – justifiably – of being far too complex, and we now know that its waste comes with a high cost to the environment. If you are an agency or a brand that values and prioritizes buying media based on its carbon footprint, Bidtellect is the only buying platform that puts actionable tools based on Scope3’s unique data in your hands today,” said Lon Otremba, CEO of Bidtellect.

    Digital technologies are responsible for up to 5.9% of total greenhouse gas emissions, of which Internet advertising is a significant contributor. The energy consumption of these technologies is increasing by 9% a year (World Economic Forum). 

    Media waste is a major culprit. A study by ISBA and PwC found that half of online ad money is being siphoned off by the adtech ecosystem before it reaches publishers. Of that, about one-third of the money was “completely untraceable.” Eighty-eight percent of dollars could not be traced from end to end. 

    Scope3 brings granular visibility into the advertising supply chain by measuring the carbon emissions of every single part of the ad journey, allowing partners to seamlessly incorporate its data into their technology platforms. Bidtellect users will now have accurate insights into the carbon impact of their campaigns. More importantly, they will be able to take immediate action in the platform with ease – choosing or blocking domains, creating specific allow lists, and more – based on Scope3’s carbon data. Initial data point to a strong correlation between low carbon emission sites and higher quality of supply.

    “When brands have accurate emissions measurement data available in the same place they are executing media buys, it’s a lot easier to factor carbon into optimization decisions. Bidtellect is paving the way while prioritizing action,” said Brian O’Kelley, CEO and Co-Founder of Scope3. “By offering Scope3 data directly in their platform, Bidtellect is giving buyers exactly what they need to make progress on sustainability commitments, improve advertising and proactively reduce carbon emissions.”

    Forty-nine percent of executives surveyed in October by Deloitte believed sustainability efforts will have a positive impact on their brand and reputation and 76% of advertisers want the industry to further reduce carbon emissions according to eMarketer.

    ABOUT BIDTELLECT

    Bidtellect is a performance-driven DSP specializing in context-first optimization, cookieless solutions, and quality programmatic. With roots in native, we built our platform on context-driven technology and optimization down to the placement level, ensuring readiness for the cookieless future while achieving performance goals, now across ad formats and video.

    Source: Bidtellect

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