Ad Serving & Hosting
Digital media causes greenhouse gas emissions. The biggest driver is electricity consumption for transmission and advertising media display. Therefore, the type of electricity used plays a decisive role. At Mediaplus, we have done our homework – when selecting partners for ad serving technologies, we make sure their servers are powered by green electricity.
As part of Green Delivery, we use ad serving partners for our campaigns who rely on green electricity and whose data center air conditioning technology is highly efficient and environmentally friendly through the use of free cooling and cold/hot aisle separation.
In general, the higher the utilization and cooling requirements of the servers, the higher the electricity consumption and thus also the CO2 pollution. That’s why our partners also use the latest technology standards here, getting more computing power at a lower power consumption through newer hardware.
We evaluate banners and whole campaigns, which also influence power consumption and reduce power consumption wherever possible.
Dealing with special campaign components
Targeting:
Particularly high server load can be generated by evaluating ID-based targeting groups. With our future-oriented, universally applicable semantic targeting technology (NE.R.O. AI), server loads in the data creation chain are significantly reduced.
Digital Out-of-Home and Addressable TV:
By caching and holding ads for delivery, meaning advertising media files do not have to be requested and then sent anew for each request. Delivery through the channels DOOH and ATV reduces energy consumption in our servers through programmatic advertising.
Realtime Advertising:
Due to the automated bidding process, realtime advertising is particularly discredited for producing extremely high numbers of server calls in a matter of seconds We offer our clients a new technology: Through the intelligent bidding strategy "CARBON REDUCTION at Scope 3", up to 50% of these emissions can be avoided at minimal extra cost.
Video Advertising Media:
Due to their data-heavy nature, streaming advertising media tend to be high in energy consumption compared to animated or static banners. With our partner Seenthis, video advertising media can be designed in a particularly resource-saving way, even with high resolution files.
