BlueTriton Brands has signed a deal with Teads, a global media platform, to launch a new first-to-market sustainability initiative that aims to reduce the carbon impact of BlueTriton’s digital advertising practices. BlueTriton will work with Teads in the US to analyze carbon emissions associated with digital media, allowing real-time optimization across creative messaging and media placements on mobile and desktop.
In 2020, the rapidly expanding carbon footprint of the digital industry was responsible for a significant portion of global emissions. Additionally, excluding traffic from video streaming, it is believed that digital advertising procedures are to blame for half of all online traffic. This creative partnership supports BlueTriton's ‘Made For A Better Tomorrow’ campaign, which donates bottled water to communities in need and furthers Teads' commitment to delivering sustainable business outcomes.
Sustainable Media Initatives
BlueTriton and Teads Launch a New Digital Sustainability Initiative
Trend Themes
1. Digital Sustainability Optimization - Opportunities for innovative ways of reducing the carbon impact of digital advertising practices through real-time optimization.
2. Sustainable Advertising Partnerships - Potential for creative partnerships between brands and media platforms to address the environmental impact of digital advertising.
3. Eco-friendly Business Practices - Growing trend towards sustainable business outcomes and the need for companies to adopt eco-friendly practices.
Industry Implications
1. Digital Advertising - Opportunities for digital advertising agencies to develop environmentally-friendly solutions for their clients.
2. Bottled Water - Growing trend towards sustainable sourcing and packaging of bottled water products.
3. Media Platforms - Potential for media platforms to integrate sustainability strategies into their operations and attract eco-conscious clients.