GumGum, a global digital advertising platform focusing on contextual-first advertising, announced a significant 38% reduction in bidstream carbon emissions in 2023 through its partnership with Assertive Yield (AY), a leader in AI-driven traffic shaping solutions for supply-side platforms (SSPs) and publishers.

1. Efficient Bidstream Optimization: The collaboration between GumGum and AY aims to assist platforms and publishers in achieving more efficient bidstreams, leading to decarbonization and sustainability in digital advertising.

2. Traffic Shaping Technology: AY's Traffic Shaping technology optimizes relationships with demand-side platforms (DSPs) by applying Query Per Second (QPS) thresholds tailored to each partner's specific needs, resulting in a reduction of bid requests.

3. Measurable Impact: Leveraging Cedara's enterprise software, GumGum accurately measures, reduces, and reports on its carbon emissions. Analysis of bid requests pre- and post-throttling in 2023 revealed a 38% reduction, avoiding an average of 7 tons of CO2 emissions daily.

4. Environmental Impact: The reduction in CO2 emissions is equivalent to 17,903 miles driven by an average gas-powered vehicle or 1.4 homes' electricity use for one year, contributing to environmental sustainability efforts.

5. Positive Revenue Impact: AY's Traffic Shaping system dynamically adjusts outgoing requests, leading to significant decreases in bid requests without negative revenue impacts. GumGum observes improved performance and reduced environmental impact.

6. Promoting Sustainability: The partnership between GumGum and AY aims to promote sustainability within the digital advertising ecosystem, striving for a carbon net-zero future by optimizing bidstreams and reducing the digital footprint of online advertising.

Expert Insights:

• Nils Lind, CEO of Assertive Yield, highlights the effectiveness of the Traffic Shaping system in reducing outgoing bid requests while maintaining revenue streams, leading to positive impacts on performance and environmental sustainability.

• Kara Petrocelli, Senior Director of Platform Operations at GumGum, emphasizes the transformative impact of the Traffic Shaping solution in enabling informed decisions, optimizing performance, and reducing environmental impact.

• David Shaw, Co-Founder and CEO at Cedara, underscores the importance of transparent updates and emission reduction capabilities in managing traffic effectively while delivering meaningful results for ad platforms and publishers.

The partnership between GumGum and Assertive Yield signifies a significant step towards reducing bidstream carbon emissions in digital advertising. By leveraging innovative traffic shaping technology, the collaboration aims to promote sustainability and drive towards a carbon net-zero future in the digital advertising ecosystem.