Multilocal launches sustainable Private Marketplace solution to deliver high-performing scale at a lower carbon cost

Digital advertising curation expert, Multilocal, today announces the launch of its CarbonSmart solution to deliver high-performance, low-emission ad campaigns, validated by leading carbon intelligence platform, Cedara. Traditionally, within a Private Marketplace (PMP), each single impression generates millions of ad calls from the publisher and millions of bid requests from the SSP. In total, trillions of bid transactions occur every day. In a world where a typical online ad campaign emits ca. 5.4 tons of carbon dioxide, every impression counts. As the IAB explains, although measurement of carbon emissions in digital advertising is still nascent, now is the time to test, learn and evolve. By using win-rate match technology to eliminate unnecessary bid transactions within the PMP, Multilocal is able to deliver an average of 80% fewer carbon emissions per campaign, while increasing performance. Curation itself can drive campaign performance, reducing ad wastage through packaging relevant data, supply and media from the open marketplace into scalable PMPs. It can also successfully identify sites generating less than 1kg of carbon per month across all markets and verticals. Additionally, powered by Multilocal’s exclusive Active Curation process, CarbonSmart eliminates unnecessary bid requests, maintaining impression delivery and performance while significantly reducing carbon emissions. In partnership with Cedara, the level of carbon reduction achieved by this optimisation technology can be measured by relating the kilobyte value of each data transfer eliminated with its associated carbon emission. CarbonSmart is currently being tested among Multilocal’s customers with successful results across display and video.

Multilocal launches sustainable Private Marketplace solution to deliver high-performing scale at a lower carbon cost

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