Background
A large pharmaceutical company aimed to reduce the environmental impact of its digital marketing campaigns in H2 2024. To achieve this, they partnered with TripleLift to implement a Green Media Product (GMP) deal. GMPs are specialized private marketplace deals using Scope3’s data designed to exclude high ‘climate risk’ inventory, thereby reducing the carbon footprint of digital advertising campaigns.
Solution
By leveraging a GMP deal, the pharmaceutical company ensured their digital marketing efforts were not only reducing carbon emissions but also maintaining high-quality performance. This strategy enables our partners to effectively align sustainability objectives and demonstrate the viability of balancing environmental impact with marketing effectiveness.
Results
The Pharma client’s use of the GMP deal averaged across multiple campaigns led to a 29% increase in ad viewability (MRC) and a 46% reduction in cost per click (CPC) against benchmarks, likely due to the high-quality inventory curated within GMPs which often results in better engagement and performance metrics. Additionally, by focusing on environmentally responsible platforms, our partner not only advanced its sustainability goals but also achieved more efficient and effective campaigns in H2 2024!
Interested in how TripleLift can help you crush your campaign objectives? Contact sales@triplelift.com
