Q&A: Sustainable Media Buying Can't Wait - A Conversation With CMI Media Group

As climate concerns grow and regulations tighten, brands are rethinking media buying. The energy-intensive advertising industry faces pressure to adopt more sustainable practices, with savvy agencies viewing sustainable media as both responsible and a smart investment.

In 2025, CMI Media Group became one of the leaders driving this transformation by embedding sustainability into the core of their digital media strategy. We partnered with them to activate GreenPMP+™, our curated programmatic solution designed to minimize high-emission inventory while maintaining a strong focus on media quality and performance.

We recently spoke with Daniel Winter, Vice President, Product Strategy, and Molly Farrell, Senior Vice President, Programmatic at CMI Media Group, to talk about their mission, our partnership, and what the future holds for sustainability in advertising.

Q. Can you tell us a little bit about CMI Group? 

Daniel: CMI Media Group is a full-service media agency focused on healthcare and pharmaceutical clients. Our mission is to deliver high-performing, data-driven campaigns that navigate regulatory complexity while helping brands connect with patients and healthcare professionals.

We’ve always been an agency aligned with clients' business outcomes, but in recent years, we’ve added a new dimension to that focus: sustainability. As our clients set ambitious ESG goals, we’ve made it a priority to bring forward solutions that help them reduce their environmental impact, especially across digital media.

Q. Why did you choose to partner with Equativ? 

Molly: We needed a solution that could help us reduce the environmental impact of our digital campaigns without compromising performance. Our goals were clear: shrink our carbon footprint, improve key metrics, reinforce our leadership in sustainable healthcare advertising, and prove that carbon-conscious buying delivers real environmental and business value.

Equativ’s Green Media Solutions, especially GreenPMP+, offered exactly that. It was the perfect fit, letting us filter out high-emission inventory while still accessing quality, high-performing media.

Q. Were you at all concerned that prioritizing sustainability might negatively impact campaign performance? If so, how did you address that? 

Molly: Absolutely—that was a real consideration at the outset. We’re constantly evaluating new solutions through the lens of efficiency and results. The concern was whether filtering out high-emission inventory might limit our reach or drive up costs.

But what we found with GreenPMP+™ was the opposite. By prioritizing premium, low-emission inventory, we actually improved key performance indicators like viewability, CTR, and CPM. The curated approach helped us eliminate waste and focus on media that truly delivered.

Q. How do you see the industry evolving when it comes to sustainability in media? 

Daniel: The momentum is undeniable. Sustainability has moved from a “nice to have” to a strategic imperative. Clients are increasingly holding their partners accountable for the environmental impact of their media spend. 

As expectations rise across the board, agencies that can lead with credible, data-backed sustainability practices will be the ones that thrive. The future of media buying is low-carbon, and those who invest in scalable, transparent solutions now will be best positioned to meet what’s coming.

Q. What advice would you give to media leaders who are still weighing the shift to low-carbon solutions? 

Daniel: Start now and start with something measurable. The tools and tech are here, and they’re built to deliver impact without compromising performance. Waiting for a perfect solution or broader industry consensus can put you at a disadvantage. Low-carbon media buying is becoming a differentiator. If you want to stay competitive, win business, and meet rising client expectations, sustainability needs to be part of your media strategy today.