Blog

The CMP

The digital media industry is known to be generating more carbon than the airline business. Most of this can be attributed to the duplicate bid request when auctions occur. Data centres running these bid requests are powered by fossil fuels and an immense amount of electricity is burnt to keep the Artificial Intelligence servers running. Amongst the many perils of AI, the pressure it is putting on the power supply of the world is fast emerging as the main one. Data centres are being built around the world by companies like Meta, Google, Microsoft to support their cloud services and now talks have also started emerging of a nuclear power like energy breakthrough. Microsoft cofounder Bill Gates has already invested a billion dollars on new nuclear energy sites. The demand for power is estimated to grow by 40% in the next 2 decades as opposed to 9% in the last 2.

The entire programmatic supply chain is now under the lens to determine the carbon emission and to make the necessary reductions. Sustainability is going to become a big part of the KPI companies have, and also an optimisation lever.

One of the solutions that is both practical and sustainable is to create Curated Marketplaces that would resolve the issue of bid duplication which is a major contributor to energy wastage. The CMP would also eliminate the MFAs (made for advertising sites) that emit 26% more carbon than their reputable counterparts. Since the energy intensity of online media buying is quite dramatic, the solution lies in curation that would build scalable CMPs as it carefully selects domains and leaves a greener footprint behind.

TeCreo has been fast emerging as a programmatic power player committed to delivering a carbon smart solution through its curation house. It has been relentlessly advocating and building greener, energy efficient CMPs while also bringing Efficiency, Scale and Performance to campaigns.