Publica by ias, index exchange, and the trade desk unveil new research showing an 84% drop in ad selection carbon emissions by adopting openrtb 2.6 for ctv advertising

Powered by data from scope3, the research found newly introduced pod bidding feature drives further efficiency and sustainability throughout the ctv advertising supply chain new york , june 16, 2023 /prnewswire/ -- publica by ias, the market-leading connected tv (ctv) ad-server, in partnership with index exchange and the trade desk, today released research findings powered by scope3 data about the benefits of adopting openrtb 2.6 and pod bidding to support sustainability in programmatic ctv advertising. the collaborative research uncovered an 84% drop in ad selection carbon emissions when ctv ad space was purchased from a programmatic supply chain using openrtb 2.6's pod bidding versus an older openrtb protocol.
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