A week after naming one supply-side platform (SSP) -- PubMatic -- as a "preferred" supplier because of its commitment to utilizing renewable energy to power its technology, Havas Media Group (HMG) North America Tuesday also named OpenX one for a similar reason: "Its commitment to sustainability."
“HMG is committed to buying through supply-side partners who bring insight, operating excellence and transparency to our supply chain and who align with our vision of responsible and sustainable advertising,” HMG North America Executive Vice President-Managing Director of Investment Andrew Goode stated.
Specifically, HMG called out OpenX's "Path to Net Zero" initiative as part of the rationale for naming it a preferred supply chain partner.
"OpenX is the first advertising exchange to be certified as carbon neutral, and HMG intends for all of its supply chain partners to be carbon neutral by 2023," the agency said.
In 2019, OpenX transitioned from a less energy efficient proprietary backbone to Google Cloud explicitly because it is a "carbon neutral" solution.