135. Understanding Programmatic Sustainability with Brian O'Kelley at Scope3

Programmatic Digest

💡 This episode is sponsored by Jobsinadtech.com 🌟

Let’s first highlight some “not so fun facts” about the topic covered in this episode, according to Anne Coghlan, COO of Scope3 in Digiday.

1. Programmatic advertising creates 100,000 metric tons of carbon dioxide every month in the United States, which is equivalent to burning about 11.2 million gallons of gas.

2. Serving 1,000 digital ad impressions uses the same amount of energy as doing a load of laundry in a washing machine — excluding the dryer — which produces a global average of 514.8 grams of CO2.

Brian O’Kelley co-founder and CEO joins the programmatic meetup, a weekly community call to discuss the importance of sustainability and how to take actions from negotiating supply partnership down to optimizing site lists in your programmatic ad campaigns. Our favorite quote in this interview can be summarized down to “ Don’t buy crap!”

Take a listen to this hour long interview where the community got to hear first hand what sustainability is and how to take action; asking questions to Brian under the outstanding leadership of our co-hosts Manuela Cortes and Carlos Villanueva.

About Us:

Our mission is to teach historically excluded people how to start and grow in programmatic media buying. We do so by providing on-demand lessons via the Reach and Frequency™️ program, a dope community with like-minded programmatic experts, and live free and paid group coaching. We also offer activation support via staff augmentation!

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Timestamp:

00:00:00 - The Jingle You need to Hear: Jobsinadtech.com

00:00:20 - What do laundry and adtech have in common?

00:01:40 - At the beginning there were Ad Networks…

00:03:46 - Then there was an SSP and MySpace

00:06:15 - AdTech happens in Data centres, not in the cloud

00:08:25 - Why isn’t programmatic more sustainable after 20 years?

00:10:01 - The challenges of programmatic are bigger than sustainability and the lightbulb moment

00:12:40 - Turning off Fraud and the impact on publisher’s revenue

00:16:35 - BOK on Ads https://bokonads.com/

00:18:54 - PreBid vs. SPO

00:22:23 - Brian’s POV on e-waste on the OTT/CTV topic

00:25:40 - What responsibilities Brands have to Fraud?

00:31:40 - Introducing Climate Shield: Don't' Buy Crap

00:35:40 - Don’t allow resellers! A message for Pubs

00:23:40 - Is there one path more carbon efficient than the other?

00:40:10 - How Hélène take actions and apply Brian’s Wisdom for programmatic buyers

00:45:34 - Ongoing Education, Check out Greenscape from BOKonads

00:48:10 - Lazy Loading on Publishers

00:53:10 - The Inconvenient Truth

💡 This episode is sponsored by Jobsinadtech.com 🌟

Interested in finding out if you are a fit for a career in digital advertising and programmatic? Take our free Quiz: www.heleneparker.com/programmaticquiz

Guest Information:

• Brian O’Kelley

• LinkedIn | BOKonAds

• Scope3 | Resources

Meet the Co-Host:

• Manuela Cortes

• LinkedIn

• Carlos Villanueva

• LinkedIn

About Us:

• Hélène Parker Consulting LLC - We are actively accepting clients

• Website | LinkedIn | The Reach & Frequency Course

• Programmatic Digest - Youtube | LinkedIn | Instagram

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