Yesterday, Adlook, represented by its US VP Patrick Gut, participated in the Beet.TV Sustainability & Responsible Marketing Summit. The Summit, taking place in the lively backdrop of Cannes Lions, highlighted the crucial topic of sustainability within the digital advertising and adtech ecosystem. Adlook is excited to share the insights gleaned from this incredible experience.

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As a lead sponsor of the Summit, we at Adlook were thrilled to have the opportunity to showcase our thought leadership and our pioneering new solution, GreenPath. This groundbreaking offering will change the face of adtech by facilitating sustainable media buying without any performance compromise. Our goal with GreenPath, and indeed with our overall brand ethos, is to shift the prevailing industry narrative. The common perception that sustainability and performance exist in an 'either/or' relationship needs to evolve into a 'yes, and' conversation. This transition to what we call "Sustainable Performance" was the centerpiece of our discussions at the event.

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Sustainable Performance is not just a buzzword for us; it is the guiding principle behind our operations. By guaranteeing performance alongside reduced carbon emissions, we aim to enable brands to grow without adversely affecting the environment. We understand the reticence often associated with sustainable media buying. Yet, we confidently assert that with our approach, performance and sustainability can not only coexist but also synergize to create a healthier, greener adtech ecosystem.

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The Beet.TV Summit offered a platform to dissect and deliberate on these critical issues, and we were honored to lead these enlightening discussions. There were several key takeaways that I would like to share:

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1. The Power of Education: In the opening session, Tony Katsur from the IAB Tech Lab highlighted the need for ongoing industry-wide education about sustainable practices. He presented an eye-opening fact — that a single ad impression can be processed up to 20-25 times, drawing attention to Supply Path Optimization (SPO) challenges, fraud risks, and carbon emissions. His talk and others all underlined the essential role of sustainability education in propelling a meaningful change in our industry.

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2. The Dual Role of AI: Several sessions touched on how AI is both a gift and a curse for our industry. On one hand, it enables environmentally harmful made for advertising (MFA) websites, giving them more tools to generate traffic-heavy content. However, on the flip side, AI and deep learning, like we use in Adlook Smart, our DSP, and GreenPath, can prioritize environmental concerns by channeling bids towards low-emitting ad inventory. We must recognize and exploit this positive potential of AI for a sustainable future.

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3. Internal Sustainability is Crucial: Throughout the event, we emphasized that before advocating for sustainability externally, companies must first 'get their house in order.' To walk the talk, Adlook has initiated several steps to optimize our carbon usage, ensuring that our own practices reflect our sustainable ethos. 

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4. Sustainability Plus Attention: As we move towards a more sophisticated form of ad measurability, sustainability and attention are emerging as key KPIs. Our research at Adlook, conducted alongside partners like Adelaide, underscores this trend, revealing a significant uptick in campaign performance when these two metrics are combined. We presented some early findings at the Summit and are eager to share more comprehensive data soon. This evolution promises to redefine success in our industry, transcending traditional audience reach to foster more meaningful, sustainable interactions.

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As we forge ahead in our journey, we will remain committed to promoting Sustainable Performance, inspiring brands to grow in harmony with the environment. The Beet.TV Sustainability & Responsible Marketing Summit has reaffirmed our belief in the potential of sustainability within the adtech industry. We look forward to continuing this important conversation and leading the way towards a greener future.

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Stay tuned for more updates as we navigate this exciting path. Together, let's transform advertising for the better!

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