Adlook hosted a groundbreaking panel at Cannes Lions 2023 today, the GreenPath Breakfast, with the goal of dissecting and demystifying the concept of Sustainable Performance in online advertising.
"Sustainable Performance" is Adlook's innovative approach to guaranteeing both performance and reducing carbon emissions, allowing brands to grow while simultaneously minimizing environmental impact. While the concept of sustainable media buying has often been met with reluctance due to fears of underperformance, Adlook's guarantee directly addresses these concerns and acts as a catalyst for a greener adtech ecosystem.
We were joined by a distinguished panel of experts: Brenda Tuohig, Head of Global and Strategic Partnerships at Scope3;John Osborn, Director at Ad Net Zero; and Martin Bryan, Global Chief Sustainability Officer at Mediabrands. The panel was moderated by Adlook's own Patrick Roman Gut, VP of Sales US.
Throughout the panel, our speakers provided insights into the world of sustainable advertising, highlighting the urgent need for change.
“Many of the sustainability issues are long slogs. Packaging changes, for example. With the click of a button, you can easily support more sustainability,” said Patrick Roman Gut. In essence, the panel highlighted that sustainability in advertising does not have to be a monumental challenge, it can start with the simple act of supporting sustainable media buying.
Martin Bryan underscored the need to reconcile profitability with sustainability: “Education is important. But driving profitability is important. It will always be key so showing that you can have both sustainability and performance is key.” This is the driving force behind Adlook's guarantee of Sustainable Performance - assuring advertisers they need not sacrifice one for the other.
Meanwhile, John Osborn stressed the necessity of a common framework to guide these changes: “We need a common framework in place to support change.”
The panel was concluded with a call to action by Brenda Tuohig: “I challenge everyone in this room to take some action. Reduce by 20%, reduce by 30% - let’s hold ourselves accountable to those goals and reporting out to support that.”
With these insights in mind, we are excited to introduce Adlook’s GreenPath solution. GreenPath revolutionizes adtech by providing advertisers a seamless way to reduce carbon emissions at scale without compromising performance. By integrating adtech emission signals into Adlook’s deep learning DSP as a new real-time bidding and activation variable, GreenPath ensures media buying practices are sustainable.
Adlook's GreenPath makes us the first DSP to guarantee performance while simultaneously cutting emissions, addressing brands' fears about compromising performance when engaging in sustainable media buying. It's the first DSP to integrate and optimize emissions data in real-time, allowing for impression-by-impression evaluation for more accurate targeting.
GreenPath prioritizes publishers with lower emissions during the bidding process, offering brands an automated way to reduce spend on high-emitting clickbait publishers. By reallocating budget to lower-emitting, higher quality publishers, Adlook’s DSP encourages sustainability, provides a financial incentive for publishers to bolster their sustainability efforts, and ensures brands associate with trusted, brand-safe content.
We invite you to join us in our mission for sustainable performance in advertising. The journey starts with the click of a button.
