Equativ, the global leading independent ad platform, has announced its innovative new collaboration with Greenbids: an advanced optimisation engine that powers sustainable ad operations using artificial intelligence (AI).

The partnership is a major step in Equativ’s dual mission to both boost media effectiveness and help decarbonise programmatic ad trading. In a ground-breaking move, by providing access to granular data from its demand-side platform (DSP), Equativ has enabled Greenbids to build smart bidding models that fuel streamlined and sustainable media buying, with early trials driving strong results: including a 40% decline in gCO2PM (grams of CO2 equivalent per thousand impressions).

This union reflects a growing focus on environmentally conscious action to reduce digital advertising’s carbon footprint, which accounts for more than 3.5% of greenhouse gas emissions globally. Galvanised by industry initiatives such as Ad Net Zero, players across the ecosystem are embracing the need for positive change: adapting campaign planning, production, and execution to minimise the resources their activities consume. 

Building on Equativ’s extensive supply path optimisation (SPO) abilities, Greenbids’ solution will enhance mutual deal value by prioritising the most efficient routes. Media buyers can ensure spend is allocated to relevant inventory that aligns with unique country, device, and audience parameters, limiting energy use by making fewer hops and curbing wastage. Direct access to high-value demand will also limit carbon emissions and result in higher overall yield for publishers — with trials achieving an 83% uplift in supply-side platform (SSP) revenue.

“Sustainability isn’t a fleeting trend; it’s becoming an increasingly integral consideration for consumers and businesses,” comments Antoine Verselder, product marketing manager at Equativ. “Until now, many companies in the advertising space have struggled to move with this evolution and maintain their bottom line — our partnership marks a pivotal shift on multiple levels. 

“For Equativ’s clients, it provides the opportunity to gain a distinctive competitive edge and fuel greater revenue by layering sustainable practices into their ad operations. In wider terms, it also illustrates that environmental and profitability goals don’t have to be in conflict — they can be seamlessly combined and achieved. As well as underscoring our ongoing commitment to ethical progress, we believe this collaboration has vast potential to transform the industry at large.”

Guillaume Grimbert, CEO of Greenbids, adds; “In an era where sustainability and innovation intersect, our partnership with Equativ signifies much more than just a huge technical leap forward. Together, we're shaping the future and creating a new paradigm for programmatic trading that’s efficient and ethical at the same time. Blending Equativ’s in-depth data with our sophisticated algorithms, we’re making it simple to automatically optimise bidding activity for profitability and purpose – and setting an example other pioneers can follow.”

Equativ

Equativ is the new single name for Smart Adserver, DynAdmic, and LiquidM — three proven innovators in advertising technology. The vertically integrated company provides brand and privacy-safe solutions that empower its clients to achieve maximum im...

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