KINESSO to Lead Activation on Industry-first Green Media Marketplace

IPG Mediabrands, the media and marketing solutions arm of Interpublic Group, and SeenThis, an innovative adaptive streaming company, have announced a landmark partnership to launch the Climate Action Marketplace (CAM). Set to debut in Q2 2024, CAM is the first-of-its-kind green advertising marketplace designed to integrate sustainability into media campaigns while enhancing performance. This initiative combines SeenThis’s cutting-edge adaptive streaming technology, PubMatic’s premium inventory, and the expertise of IPG Mediabrands’ performance agency, KINESSO.

Launch of the Climate Action Marketplace (CAM):

• Overview of CAM:

  • Innovative Approach: CAM is the industry’s first green advertising marketplace, aiming to deliver high-quality ad campaigns with a reduced carbon footprint.
  • Technology Integration: Combines SeenThis adaptive streaming technology with PubMatic’s premier inventory and KINESSO’s performance expertise.

• Goals and Objectives:

  • Sustainability Focus: Reduces carbon emissions through efficient data transfer and adaptive streaming.
  • Performance Enhancement: Improves campaign performance and viewer experience without additional costs.

• Availability:

  • Launch Date: CAM will be available to all IPG Mediabrands clients starting Q2 2024.

Benefits of CAM’s Technology:

• SeenThis Adaptive Streaming:

  • Reduced Data Waste: Transfers data only for creatives in-view, lowering digital carbon footprints.
  • Enhanced Viewer Experience: Offers high-quality, instant creative load times with less data compared to conventional methods.

• PubMatic’s Premier Supply:

  • Cost Efficiency: Utilizes high-quality inventory to reduce costs and improve campaign effectiveness.
  • Sustainable Practices: Focuses on creating a more responsible digital advertising supply chain.

• KINESSO’s Role:

  • Expertise in Performance: KINESSO leverages its performance agency capabilities to optimize CAM for client success.

Industry Impact and Statements:

• Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands:

  • “Our Climate Action Marketplace allows us to meet performance goals while reducing carbon emissions. By integrating SeenThis technology, we can make a significant positive impact for our clients.”

• Kyle Dozeman, CRO at PubMatic:

  • “Our collaboration with IPG Mediabrands and SeenThis provides brands with a solution that delivers exceptional advertising experiences and promotes sustainability on a global scale.”

• Susan Kravitz, Head of Commercial Partnerships at SeenThis:

  • “CAM represents a bold step forward in digital advertising, combining better performance with reduced carbon emissions. We are excited to be part of this next generation of advertising solutions.”

Future Vision:

• CAM’s Strategic Vision:
  • Long-Term Goals: To set a new standard in the advertising industry for integrating sustainability into media strategies.
  • Broader Impact: Aims to inspire other companies to adopt green practices and contribute to a more sustainable digital advertising ecosystem.

The launch of the Climate Action Marketplace (CAM) marks a significant milestone in the evolution of digital advertising. By integrating SeenThis’s adaptive streaming technology with PubMatic’s premier inventory and KINESSO’s performance capabilities, IPG Mediabrands is setting a new benchmark for combining sustainability with high-quality advertising. CAM offers a transformative solution for brands seeking to achieve exceptional campaign results while actively reducing their carbon footprint.