Vienna, 09.08.2024
ConnectAd aims to shine a spotlight on publishers that operate sustainably. To achieve this, the Vienna-based firm is establishing a Private Marketplace (PMP) on its Supply-Side Platform (SSP), dedicated to environmentally conscious publishers and advertisers. This exclusive programmatic network is open to publishers who can obtain certification, demonstrating their commitment to sustainability both at the corporate level and in their technological infrastructure. Through this initiative, ConnectAd enables advertisers to purchase curated, sustainable ad inventory while rewarding publishers for their ecological efforts.
A Transparent Path to Sustainability
“We are proud to introduce Green Line, a transparent and comprehensive solution for sustainability certification,” says Lucas Schärf, Chief Revenue Officer of ConnectAd. “Publishers committed to CO₂ reduction can benefit from this exclusive Private Marketplace, where they collaborate with advertisers who prioritize sustainable advertising and seek a guaranteed efficient PMP route. It’s a win-win situation for all parties involved.”
Dual-Level Certification Process
Publisher certification takes place on two levels: technical assessment and self-reporting. ConnectAd first evaluates the technical quality of a publisher’s integration and setup, assessing their sustainability measures. The self-reporting process requires publishers to disclose emission values to ensure that all relevant emissions are accounted for and that they are actively pursuing sustainability goals. Particular emphasis 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 also been conducted successfully.
Advertisers Must Meet Sustainability Standards
Advertisers must also meet specific criteria to participate in ConnectAd’s GreenLine network. The focus is on purchasing lightweight display and native ads, as these formats consume significantly fewer resources. Despite the high demand for video formats, they are excluded from the Green Line initiative due to their high bandwidth consumption.
“We deliberately prioritize lean formats to consistently advance the path toward resource-efficient advertising,” explains Lucas Schärf.
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.
