Jellyfish and HEINEKEN France win Campaign Ad Net Zero 2024: Sustainability Best Practice Award - Agency (EMEA)

Jellyfish is thrilled to have won the Campaign Ad Net Zero Awards 2024: Sustainability Best Practice Award - Agency (EMEA). Alongside Impact Plus with our innovative J+Bidding for Climate solution, we helped HEINEKEN France reduce the carbon intensity of their programmatic media impressions while improving performance using the DV360 custom bidding algorithm.

Adding to the recognition, Impact Plus also secured the Sustainability Best Practice Award - Ad Tech Service (EMEA) for the work they did for HEINEKEN France in collaboration with Jellyfish.

Tackling Carbon Intensity in Programmatic Advertising

Programmatic media buying is a game-changer for brands, providing precision and scalability to connect with audiences, promote products, and strengthen brand identity. However, this channel also carries a high carbon intensity, presenting a challenge for brands aiming to align their advertising efforts with sustainability goals.

HEINEKEN France, committed to integrating sustainability into their digital operations, partnered with Jellyfish to address this challenge. Together with GHG measurement partner Impact Plus, we developed and executed a strategy that tracks and optimizes both media performance and environmental impact side by side.

The Solution: J+Bidding for Climate with DV360 Custom Bidding

The backbone of this initiative is Jellyfish’s J+Bidding for Climate solution, which leverages the DV360 custom bidding algorithm to score every bid opportunity based on two metrics:

1. Media performance, ensuring campaign success.
2. GHG emissions, prioritizing sustainability.

By balancing these factors, the algorithm optimizes bids to reduce carbon emissions while maintaining media effectiveness. The results were immediate and impressive:

• A 19% reduction in CO2e emissions during the initial phase.
• Media performance remained robust, proving that sustainability and success can coexist.

Scaling success across campaigns

The success of J+Bidding for Climate demonstrates that reducing GHG emissions at scale is achievable without compromising performance. As this methodology becomes standard across HEINEKEN France’s campaigns, it paves the way for other brands to adopt sustainable advertising practices that deliver results for both businesses and the planet.