Adaptive streaming specialist, SeenThis, has announced a new partnership with real-time and cookieless Semantic Marketing Platform, Qwarry, marking a significant milestone to provide a more sustainable landscape within digital advertising.
SeenThis’ proprietary streaming technology has disrupted traditional content distribution methods, providing a solution that maximizes performance while minimizing carbon emissions from digital campaigns. By harnessing the power of SeenThis’ cutting-edge technology, Qwarry, a platform that enables businesses to make sustainable decisions through advanced semantic analysis, can help their customers deliver impactful messages while minimizing their carbon footprint from creative delivery, compared to conventional technologies.
Furthermore, SeenThis’ creative platform enables digital advertising campaigns to achieve maximum effectiveness while minimizing data waste and the energy it would consume.
Geoffrey Berthon, CEO at Qwarry, said: “We aim to empower industry stakeholders to create campaigns with a reduced environmental footprint, while actively contributing to the industry's transformation towards a more virtuous model. Our partnership with SeenThis plays a pivotal role in this endeavor, allowing us to take a step towards minimizing carbon emissions, while Qwarry upholds user privacy. Together, we’re building a brand sustainable future where advertising respects both the planet and individuals.”
Jean-Robert Mamin, Managing Director France at SeenThis, added: “We are thrilled to join forces with Qwarry, who shares our mission to prioritize sustainability in digital advertising, especially when the overall performance increases as a result, and I look forward to tackling the sustainability challenge together. Our combined expertise and resources will pave the way for innovative solutions that propel us towards the change we need.”
Qwarry's advanced semantic analysis capabilities equip companies with the knowledge to make informed sustainability decisions, ensuring their advertising efforts align with their corporate social responsibility objectives. Through this new partnership, Qwarrys clients gain access to a powerful tool that optimizes creative delivery, eliminates data waste, measures data transfer and estimates carbon emissions associated with the creative delivery of digital campaigns.
The partnership has already yielded remarkable results, with a recent campaign achieving an impressive 23 per cent reduction in data transfer compared to running creatives of corresponding quality using conventional technology. (The results are the expected data reduction achieved from delivering this campaign’s creatives with SeenThis Streaming Technology, compared to delivering the creatives, with the same quality, using conventional ad serving technology. The model underpinning this estimation has been developed and extensively tested on hundreds of campaigns and has been proven accurate. However, the results provided do include a margin of error as every campaign includes individual circumstances and factors which may have some influence on the result.)
For the 1m impressions streamed in this campaign, this is the equivalent of 373GB less data transfer, representing 120kg of CO2e in avoided emissions, which exemplifies the potential of technology-driven solutions to create tangible positive impact on the environment. (Assuming 1GB corresponding to 1kg CO2e with streaming impact on the data value chain being 30 per cent. Emission factor based on methodology validated by Doconomy. For more information, read SeenThis’ whitepaper: The Time to Act is Now.)