Vienna, 15.09.2024
ConnectAd Launches Sustainability Marketplace “GreenLine”
Adtech company ConnectAd aims to spotlight publishers committed to sustainable business practices. To achieve this, the Vienna-based firm is establishing a Private Marketplace (PMP) on its Supply-Side Platform (SSP), exclusively designed for environmentally conscious publishers and advertisers. This curated programmatic network is open to publishers who can certify their commitment to sustainability—both at the corporate level and through their technological setups. With GreenLine, ConnectAd provides advertisers with a way to purchase curated, sustainable ad inventory while rewarding publishers for their ecological efforts.
A Win-Win for All
“We are proud to offer GreenLine as a transparent and comprehensive sustainability certification solution,” says Lucas Schärf, Chief Revenue Officer at ConnectAd. “Publishers dedicated to CO₂ reduction will benefit from this exclusive Private Marketplace, where they can collaborate with advertisers who prioritize sustainable advertising and operate on a guaranteed efficient PMP framework. It’s a win-win for all stakeholders.”
A Two-Tier Certification Process
Publisher certification is based on two key components: a technical assessment and a self-reporting process. First, ConnectAd evaluates the technical quality of a publisher’s integration and setup to determine its sustainability. Second, publishers submit self-reported emissions data to ensure all relevant environmental aspects are covered and that they are actively pursuing sustainability goals. Special focus is placed on the use of renewable energy, effective waste management, and sustainable supply chain practices. Several publishers have already completed this certification process, and beta tests have been successfully conducted.
Advertisers Must Meet Sustainability Standards
Advertisers looking to participate in ConnectAd’s green network must also meet specific sustainability criteria. Lighter ad formats, such as display and native ads, are prioritized due to their significantly lower resource consumption. Despite the high demand for video formats, outstream video ads, in particular, do not align with GreenLine’s sustainability strategy due to their high bandwidth consumption.
“We are deliberately focusing on streamlined formats to drive the transition toward resource-efficient advertising,” Schärf explains.
About ConnectAd
ConnectAd is a leading European Supply-Side Platform that connects programmatic publisher inventory with premium demand. Through the GreenLine initiative, ConnectAd sets new benchmarks for resource-efficient digital advertising, enabling advertisers to deliver their campaigns efficiently and sustainably.
