Foundation Australia, part of Omnicom Media Group, has launched Renewables Ad Engine tailored for streaming ads, with Sanofi Consumer Healthcare’s Ostelin as the pilot client.
This initiative reflects Foundation's commitment to addressing the environmental impact of advertising by prioritising the reduction of carbon emissions associated with streaming campaigns.
The Renewables Ad Engine leverage real-time data on renewable energy availability in the grid for key Eastern Seaboard States.
The engine activates ads during periods of high renewable electricity generation and deactivates them during lower renewable energy availability.
This dynamic approach ensures that advertising campaigns align with fluctuations in renewable energy supply, minimising carbon emissions and maximizing the use of clean energy sources.
"At Foundation, we are dedicated to driving innovation and sustainability in advertising," said Ashley Wong, Head of Digital, Data and Innovation at Foundation.
"Our collaboration with Sanofi Consumer Healthcare to pilot the Renewables Ad Engine represents a significant milestone in our efforts to reduce the environmental impact of advertising campaigns while delivering results for our clients."
Foundation, at the conclusion of a pilot, will be looking to beta across a broader range of client partners.
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