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 sent

    • RPM 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