If we look at the impact of running campaigns on the Teads platform, there are several key levers we use to reduce the carbon footprint of our operations across data centers, network infrastructure, and user devices.
We have identified internal carbon-reduction initiatives where we are making a positive contribution and will continue to invest:
Direct integrations with our publisher partners
We have direct integrations with our publisher partners and do not resell any of our media, which prevents the increased impact of duplicated auctions across multiple platforms. This was demonstrated by a recent Jounce Media study, which showed that Teads holds a unique position within online video supply chains. Among the 21 largest exchanges, Teads ranked first in direct supply and transparency.
Investing in best-in-class cloud architecture
We continue to invest in best-in-class cloud architecture designs to efficiently scale the computing resources we use according to activity levels. We have been working on this since our founding and continue to leverage the latest innovations.
Machine learning for process optimization
Since 2017, we have been using machine learning to optimize real-time bidding processes by filtering bid requests that are not relevant for DSP partners. This helps us avoid significant network and computing resource consumption.
Internal creative division – Teads Studio
Our Teads Studio collaborates with brands to develop optimal assets for the platform and improve them so that every delivered impression counts.
Ensuring independent measurement
It is important to have a benchmark measurement on which optimization can be based. That is why we are developing global partnerships with third-party carbon measurement providers for every campaign running through the platform.
Standardization efforts
We actively contribute to IAB standardization efforts at both the European and local market levels. Our goal is to quickly reach a point where measurement is no longer seen as a challenge, allowing us to focus our efforts on testing levers and trade-offs to reduce carbon footprint.
How can we help advertisers measure and reduce their carbon footprint?
Education: If you would like to learn more about how to approach measuring the carbon footprint of digital advertising, you can schedule a meeting with our team.
Measure and reduce: We can provide detailed carbon footprint measurements at the campaign level and then run A/B tests that help reduce the impact of advertising campaigns in the future.