Digitial advertising outfit PubMatic has partnered with adaptive streaming specialist, SeenThis in a deal it claims will deliver faster, better-quality digital advertising while minimising carbon emissions.
SeenThis’ proprietary video streaming technology allows advertisers to stream high-resolution video content rather than relying on publishers to download video creative files. Compared to running the same quality creative using conventional technology, this results in lower data usage, energy consumption, and a smaller carbon footprint.
The partnership between PubMatic and SeenThis provides advertisers and agencies with a simple and effective way to run scaled, carbon-efficient video campaigns across the breadth of the premium supply on the PubMatic platform. Campaigns can be easily activated via a Deal ID, and buyers can access the full suite of curation tools available through PubMatic.
PubMatic’s Emma Newman said that SeenThis tech was fast and when combined with PubMatic’s expertise in supply path optimisation, agencies and advertisers can now identify the most effective channels and partners from a commercial perspective and execute programmatic deals across all channels, while ensuring carbon emissions are minimised.
“With more sustainable solutions, brands and agencies will be better equipped to meet the increasing consumer demand for environmentally conscious advertising campaigns,” she said.
SeenThis CCO Thomas Houge said: “By working together, we have a greater opportunity to make a meaningful contribution towards a more sustainable future for digital advertising.”
