Equativ Launches GreenPMPs to Reduce Advertising Carbon Emissions
by on 20th Mar 2025 in News
Equativ today (March 20th, 2025) announces the integration of GreenPMPs™ on its end-to-end platform, Maestro by Equativ, empowering advertisers to significantly reduce the carbon emissions of their digital campaigns while enhancing performance, all in real-time.
The launch follows on from Equativ’s merger with Sharethrough, which first launched GreenPMPs™ – environmentally optimised private marketplace deals that help advertisers reduce carbon emissions by automatically filtering out high-emission inventory – in 2022.
Sharethrough, in partnership with Scope3 - the industry leader in emissions measurement - was the first ad exchange to launch green media products, enhancing campaign sustainability without compromising performance and setting a new standard for sustainability in ad tech.
Equativ’s Real-Time Data Sync solution, integrated within the Maestro by Equativ platform, already enables advertisers to map inventory based on multiple factors — including high impact formats, supply directness, and predictive performance. And now, with the simple toggle of the GreenPMP™ button, advertisers can automatically identify and remove high-emission sites and placements, ensuring their campaigns are both low-carbon and successfully performing.
Since Sharethrough first launched GreenPMPs™, nearly 15,000 brands have adopted the solution, generating more than 5 billion impressions globally. The results of all those GreenPMP™ campaigns reveal that blocking about the top 10% of high-emission sites can lead to an average carbon emissions reduction of 25% while also enhancing performance. This is exactly what Horizon Media shared in their recent case study which showed that by switching all their Sharethrough deals to GreenPMPs™, emissions were reduced by over 50% in comparison to industry average, while performance of KPIs like viewability and CTR increased by 10% and 175%, respectively.
Meeting growing consumer expectations for sustainability: This feature comes at a pivotal moment for the industry, as consumer expectations around sustainability continue to rise. These efforts are vital, as highlighted by collaborative research with MAGNA, the media intelligence unit within IPG Mediabrands, to be unveiled at Green Media Summit today, which reveals that 89% of people surveyed believe companies must take action on climate change, and 79% factor a brand’s sustainability efforts into their purchasing decisions—emphasizing the increasing significance of sustainability in the industry.
"Sustainability is no longer optional — it’s a business imperative," said Frank Maguire, SVP of Product Marketing & Sustainability at Equativ. "With the launch of GreenPMPs™ now available on Maestro by Equativ, we’re giving to more advertisers the tools they need to reduce emissions while driving better campaign performance. This reflects our broader commitment to building a more sustainable and responsible ad tech ecosystem."
Setting the stage at Green Media Summit: The announcement coincides with Sharethrough and Equativ’s organisation of the Green Media Summit this week, now in its third year, where the company is uniting the brightest minds in media and sustainability to collectively navigate challenges and accelerate actions towards meaningful change and a more eco-friendly future.
"When we idealised the Green Media Summit, we aimed to enhance the impact of advertising on sustainability, moving beyond just creating a more sustainable digital ad ecosystem. We also want to help advertisers and industry leaders discover new solutions and innovations to drive changes,” said Frank, GMS’s master of ceremonies. “We're also excited to bring this successful event to the UK later this year."
To find out more about Equativ, please visit Equativ.com.
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