WPP’s media investment arm GroupM has partnered with ad tech firm Seen This to more efficiently measure the carbon impact of its campaigns.
Through the use of Seen This’ adaptive streaming and carbon measurement solution, GroupM will aim to reduce its carbon output and avoid unnecessary emissions for every individual campaign.
GroupM will now be able to leverage Seen This’ technology to build up a more accurate carbon calculator, enabling planners and buyers to monitor climate impact on a per-campaign basis.
“As the world’s leading media investment company, the team at GroupM is on a mission to develop tools and technologies which ensure that carbon emissions are considered a part of the media planning process,” GroupM global head of partnerships, advertising and retail technology, Ed Fanning.
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“This partnership builds on the global framework for media decarbonisation we announced in 2022 and is an important step in our commitment to decarbonise our media supply chain.”
By aligning methodologies on the carbon costs of data transfer, GroupM partnership with Seen This will allow its agencies to make more refined and detailed decisions for its data transfers within digital channels.
Seen This CEO Jesper Benon added: “We are excited to extend the benefits of the SeenThis solution to new and existing GroupM clients, as our proprietary streaming addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem.
“GroupM agencies are able to increase performance while minimising carbon emissions, and at the same time helping drive attention and unlock creative capabilities. We deliver lightning-fast ad-loading that attains higher attention from users, which translates into fewer wasted impressions and a more efficient use of resources.”
