Cross-industry Team Led by IPG Mediabrands, SeenThis and PubMatic Creates Climate Action Marketplace
01 July 2024 - 10:00PM
IPG Mediabrands, the media and marketing solutions division of
Interpublic Group (NYSE: IPG) and SeenThis, the adaptive streaming
company, have announced a milestone agreement to create a Climate
Action Marketplace (CAM), the industry’s first green advertising
marketplace. CAM leverages the adaptive streaming technology from
SeenThis along with PubMatic’s premier inventory and the technology
prowess of IPG Mediabrands performance agency, KINESSO.
IPG Mediabrands has been working with SeenThis since 2021 and
has benefited from increased campaign performance, high-quality
creative and the potential for reducing data transfer compared to
conventional advertising technology, thereby minimizing carbon
emissions. The new offering will be available to all IPG
Mediabrands clients beginning in Q2 2024. CAM will initiate
sustainability through carbon emissions reduction, while leveraging
the benefits of working through Orion opted-in partners.
“Our advertisers strive to deliver campaigns of the highest
quality and meet performance goals while simultaneously integrating
strategies to minimize carbon emissions. With our Climate Action
Marketplace, we can deliver on all fronts. By leveraging SeenThis
adaptive streaming technology as a default across our media
delivery, we can make an enormous positive impact for our clients
and reduce data transfer - thus carbon emissions
- in the process,” said Martin Bryan, Global Chief
Sustainability Officer at IPG Mediabrands.
SeenThis adaptive streaming technology loads creatives
instantly, in the highest possible quality and with less data
waste. Data is transferred only for creative assets in-view,
thereby reducing a brand’s digital carbon footprint. The new
agreement allows all campaigns to use SeenThis adaptive streaming,
which provides a dramatically better viewer experience and
performance while using less data than conventional advertising
technology.
Utilizing PubMatic’s premier supply, SeenThis video-in-display
units offer reduced data waste, as well as cost-efficiency.
SeenThis adaptive streaming technology enables minimal load-time,
and removes file-size restrictions and unnecessary data transfer,
thus minimizing CO2 emissions while delivering unrivaled
performance uplifts. IPG Mediabrands clients can easily activate on
CAM as part of their go-to market investment strategy at no
incremental cost.
“Our partnership with IPG Mediabrands and SeenThis provides
brands with a solution that delivers incredible advertising
experiences on premium content while also reducing their carbon
footprint. It’s exciting to collaborate with other companies that
are creating solutions that deliver both performance and
sustainability at a global scale as we seek to build a better, more
responsible supply chain for digital advertising,” said Kyle
Dozeman, CRO at PubMatic.
“IPG Mediabrands is taking a bold step forward to create
immediate improvements for their own business and for their
clients. With SeenThis’ proprietary adaptive streaming technology,
IPG Mediabrands is embracing the next generation of digital
advertising with better performance, beautiful viewer experiences
and reduced carbon emissions,” said Susan Kravitz, Head of
Commercial Partnerships at SeenThis.
About SeenThis:Since 2017, Swedish tech
company SeenThis has been evolving screen experiences for everyone,
everywhere. With its groundbreaking adaptive streaming technology,
SeenThis is transforming the distribution and climate impact of
digital content compared to traditional technology. With billions
of streams served for 1000+ brands in 40+ countries, the company is
on a journey to reshape the internet — for good. Working across
seven offices globally, SeenThis employees are obsessed with
creating a truly high-speed and energy-efficient Internet. For more
information, visit seenthis.co.
About IPG MediabrandsIPG Mediabrands is the
media and marketing solutions division of Interpublic Group (NYSE:
IPG). IPG Mediabrands manages over $47 billion in marketing
investment globally on behalf of its clients across its
full-service agency networks UM, Initiative and Mediahub and
through its award-winning specialized business units Healix,
KINESSO, MAGNA, Mediabrands Content Studio, Orion Holdings,
Rapport, and the IPG Media Lab. IPG Mediabrands clients include
many of the world’s most recognizable and iconic brands from a
broad portfolio of industry sectors including automotive, personal
finance, consumer product goods (CPG), pharma, health and wellness,
entertainment, financial services, energy, toys and gaming, direct
to consumer and e-commerce, retail, hospitality, food and beverage,
fashion and beauty. The company employs more than 18,000 diverse
marketing communication professionals in more than 130 countries.
Learn more at www.ipgmediabrands.com
Contact:Emily Rileyemily@rileystrategic.com914-330-1128