In 2025, Butler/Till adopted Equativ's GreenPMPs™ offering, marking a pivotal step in aligning media performance with environmental responsibility.
Video Completion Rate (VCR)
Lift in viewability
Total reduction in carbon emissions
In 2025, Butler/Till adopted Equativ's GreenPMPs™ offering, marking a pivotal step in aligning media performance with environmental responsibility. Through GreenPMPs™, Butler/Till accessed a curated marketplace of premium media inventory optimized for lower emissions. The campaign prioritized sustainability while maintaining high-impact performance across display, online video (OLV), and connected TV (CTV).
Product
GreenPMPs™
Audience
Interests, Demographics, Languages, Content Metadata, Contextual
Campaign Goals
Region
Global
Butler/Till’s adoption of Equativ’s GreenPMPs™ delivered substantial performance gains and emission reductions.
Performance enhancement: Over the course of 13.8 million impressions, the campaign significantly outperformed industry benchmarks and legacy buying methods. It achieved:
Emissions reduction: These performance metrics were matched by a significant reduction in environmental impact, with the campaign reducing total carbon emissions by 17% and offsetting 451 grams of CO₂ per 1,000 impressions. This included:
In total, these offsets are equivalent to driving 19,439 miles, fully charging 3.6 million smartphones, or the emissions from six round-trip flights from Boston.
The End-to-End Media Platform Powering Attention, Quality and Outcomes
