How a revamped Green Media Product hopes to solve ‘problematic placements’

The marketing industry’s efforts to showcase its environmental wares will peak as Earth Day 2024 (April 22) draws ever closer, with ad tech players eager to demonstrate their efforts to minimize the sector’s carbon footprint.

Ahead of this, Brian O’Kelley’s Scope3 unveiled GMP+, the latest iteration of its Green Media Product offering. This offering aims to “enhance advertising efficiency by eliminating “problematic placements,” such as unviewable ads or those that reload too frequently.

Sharethrough is the first supply-side platform to offer GMP+, which uses a standardized identifier designed to track ad placements across the digital advertising ecosystem known as Global Placement ID, as it likewise aims to highlight its sustainable wares.

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