R-Advertising, Jacadi & Greenmetrics
a winning partnership for effective and responsible campaigns
To integrate a more responsible dimension into these campaigns, we partnered with Greenmetrics to measure and optimize the environmental impact of each impression in programmatic display.
R-Advertising manages the programmatic display campaigns for Jacadi to generate visibility and conversions across its various European markets.
This practice can encourage all sites to consider their impact, allowing advertisers to reflect their CSR commitment even in their advertising strategy.
Objective: Measure and reduce the environmental impact of display campaigns across different countries
How?
- Testing Greenmetrics measurement on a 15-day campaign, broadcast across 5 countries.
- Optimizing delivery on the most visible placements: it is estimated that 40% of a campaign’s carbon impact comes from the bidding process. Increasing visibility on creatives reduces wasted bids and unnecessary carbon emissions.
5
millions of impressions
0,5%
average CTR
26%
less environmental impact
30%
avoided publishers
Despite reduced delivery, campaign performance was maintained, with an ROI above 2 across all tested markets.
Since then, Greenmetrics measurement has been activated in real-time on Jacadi’s RTB campaigns, optimizing both their environmental efficiency and their performance.
💡 CO2 emissions measurement can be activated on all programmatic campaigns: IAB display, native, video.
