WPP media agency GroupM has avoided 230 tonnes of emissions in first year of its partnership with Seen This, the equivalent of charging 15m smartphones.
The agency has now added the streaming technology from SeenThis into its carbon calculator tool, enabling it to use the data to manage and minimise carbon emissions.
The last year of the global partnership saw around 260 advertisers across 28 markets benefit from access to the technology.
The tool works by reducing data waste where data is only transferred for creative assets that are visible, minimising CO2 emissions by using less energy.
The next focus of the agency will be to convert the successful trials into always-on components of campaigns, with the aim of crating a scalable process that can benefit all of Group M’s clients.
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“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,” said GroupM global head of partnerships Kieley Taylor.
She added that the move was an “important step” in decarbonising the organisation’s media supply chain.
“The more advertisers opt into SeenThis, the more they can drive positive results across both emissions and performance,” she added.
See This global agency director Thomas Bowens added that the 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”.
He added that he was “thrilled” the GroupM is focused on “minimising emissions” while “maximising performance”.
