Carbon impact of Bid Throttling
OVA, MediaSquare's proprietary technology, has been developed to answer the dual question asked by many publishers:
How to both optimise revenues and carbon footprint?
Developed by Media Square in 2022, OVA initially sought to filter ad calls in order to
reduce time out
improve bid rates
And only approach SSPs when a request had a high conversion potential.
By systematically filtering requests, OVA has considerably reduced
calls to SSPs
the carbon footprint of programmatic activity
KEY FIGURES:
Deployed on Le Point's programmatic activity, OVA achieved in 60 days:
→ 25% reduction in the number of requests over the period
No significant impact on Le Point's programmatic revenues (loss of turnover<0.05%)
No impact on revenue trends, which remained in line with those observed in N-1
→ Increase in the value of requests sentRPM up 31% over the period
Sustainable increase in bid rate
→ Savings of more than 3 tons of CO2 equivalent, similar to 2 Paris-NYC round trips
-
-3
tonnes CO2e
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Carbon impact of Bid Throttling
Bid throttling and carbon impact, based on a practical case study carried out with Le Point, using OVA, the dedicated technology developed by Media Square.