Leading Telco Achieves Sustainable Scale with Equativ GreenPMPs

This case study details the collaboration between a leading U.S. broadband provider and Equativ, focusing on the implementation of GreenPMPs™ to align performance targets with sustainability goals. The broadband provider, serving 57 million homes and businesses across 41 states, aimed to decarbonize its digital presence while maintaining customer acquisition efficiency. The partnership prioritized a triple-mandate of sustainability, performance, and efficiency, enabling eco-conscious programmatic buying that reduces hidden supply chain costs and the carbon footprint of campaigns. The study outlines the challenges faced in balancing decarbonization with the need for scale and reach. It describes how the advertiser utilized Equativ’s GreenPMPs™ to ensure low-emission, premium inventory and achieved significant performance improvements, including a reduction in emissions and cost per thousand impressions. The results indicate that sustainability and performance can coexist effectively, demonstrating the potential for eco-friendly advertising strategies in the telecommunications sector.