Vienna, 17.02.2025
In a groundbreaking collaboration, Havas Village Vienna and Lidl Austria have successfully implemented the first ConnectAd GreenLine campaigns. By leveraging ConnectAd’s GreenLine targeting (Supply Side Platform) alongside resource-efficient, lightweight display ads that comply with IAB standards, Lidl Austria demonstrates what sustainable digital advertising can look like in practice.
Sustainability Meets Digital Excellence
With ConnectAd GreenLine, Lidl Austria sets new standards in resource-efficient advertising strategies. ConnectAd’s exclusive Private Marketplace solution ensures that campaigns are delivered only to sustainability-certified publishers. This guarantees that digital advertising is not only evaluated based on KPIs such as viewability in premium environments but also delivered through the most direct and efficient routes.
GreenLine: A Sustainable Milestone for the Advertising Industry
The GreenLine certification is based on two key components:
Technical Efficiency (60%) – Thirteen technical signals are continuously and automatically analyzed to ensure that programmatic connections are efficient and resource-friendly.
Self-Disclosure (40%) – Publishers declare their Scope 1, Scope 2, and Scope 3 emissions, as well as their sustainable business practices. This transparent, auditable declaration helps minimize the ecological footprint of digital advertising.
Through precise targeting and adherence to strict sustainability standards, GreenLine enables a significant reduction in energy consumption while maintaining performance. In this specific case, the campaign was booked via Google’s own Demand-Side Platform (DSP) DV360; however, the GreenLine offering can be utilized across all DSPs in a technology-agnostic manner. Notably, advertisers can use GreenLine at no additional cost.
“With GreenLine, we have created an initiative that combines resource-efficient inventory with maximum efficiency for advertisers—without additional costs for the client. At the same time, certified publishers benefit from additional revenue. This model creates a true win-win-win situation: advertisers gain access to high-quality, more sustainable ad placements with increased efficiency, publishers generate economic value through the initiative, and the ecological footprint compared to traditional programmatic campaigns is significantly reduced,” explains Lucas Schärf, Chief Revenue Officer of ConnectAd.
Lidl Austria as a Pioneer in Resource-Efficient Digital Advertising
Lidl Austria is taking a major step toward a more resource-efficient digital advertising landscape. Together with ConnectAd and with operational support from Havas Village Vienna, an innovative solution has been implemented that combines sustainability and effectiveness in digital advertising. This initiative highlights Lidl Austria’s leadership in sustainable communication and demonstrates that ecological awareness and digital performance can go hand in hand—proving that resource efficiency and advertising impact are not contradictory, but rather the future of the industry.
About Lidl Austria
Lidl Austria is one of the country’s leading retail companies, offering top quality at the best prices. Sustainability is a key pillar of the company’s strategy, spanning product development, logistics processes, and innovative communication solutions.
About Havas Village Vienna
Havas Village Vienna is part of the Havas network, the world’s sixth-largest communications group, with more than 300 agencies in 75 countries. The Havas sustainability program Impact+ is built on three pillars: People, Environment, and Responsible Communication. It ensures that meaningful communication and sustainability are upheld according to high international standards.
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.
