Latest initiative focused on carbon emission reduction in digital advertising
Stamford, Conn.-based BlueTriton Brands announced teaming up with New York-based Teads, a global media platform, to launch a first-to-market sustainability initiative that will reduce the carbon impact of BlueTriton’s digital advertising practices.
This sustainability initiative will optimize the footprint of Teads’ delivery of BlueTriton's ads and addresses the main drivers of carbon emissions in digital advertising: heavy creatives, wasted impressions due to viewability and targeting inefficiencies, as well as technology friction with excessive quantities of associated platforms, it says. As a seamless end-to-end omnichannel platform with direct integration to premium publishers, Teads has the unique ability to control multiple areas within the media supply path.