Learn how Butler/Till, a leading B Corp agency, is embedding sustainability into its media strategy. This Q&A explores their partnership with us, how they've redefined programmatic practices, and why prioritizing greener media is not only good for the planet but also smart for business.
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As brands and agencies grapple with the growing need to address their environmental impact, sustainability in media is no longer a nice-to-have; it's a business imperative. Our partner, Butler/Till, is just one agency leading the way by embedding sustainability into the core of its media strategy.
In this Q&A, we sat down with Nick Morticelli, Strategy & Partnerships Biddable Supervisor at Butler/Till, to discuss how their partnership with us has helped drive meaningful change in the programmatic space. From rethinking planning and buying practices to scaling green media without sacrificing results, he shares insight into the opportunities and challenges of building a more sustainable media future and why doing the right thing for the planet is also smart for business.
Butler/Till is a results-driven, independent marketing agency that is proudly 100% employee-owned, women-owned and led, and a certified B Corporation. As a B Corp, we actively balance people, planet, and profit. We meet the highest standards of verified social and environmental performance, public transparency, and legal accountability. We focus on making a positive impact in our communities and beyond.
Our partnership with Equativ reflects a natural alignment of shared values. Together, we're demonstrating that programmatic media can deliver both sustainability and performance. We're proud to collaborate with organizations that lead with purpose and innovate with intention.
We've proven that sustainable media and strong performance can go hand in hand. By removing high-carbon-emitting sites, we’re eliminating wasteful media that rarely support our clients’ KPIs. Our goal was never to compromise results; it was to elevate them. After rigorous testing, we’ve made Green Media a scalable, enterprise strategy at Butler/Till.
The real challenge? Helping the industry see that sustainable media doesn’t mean sacrificing scale or performance. Our clearing prices have remained consistent with open exchange benchmarks, and the results speak for themselves. With a smarter, greener approach, our clients win, the planet wins, Equativ wins, and so do we. It’s a true win-win-win-win.
From methodology and site lists to performance metrics, it’s critical we understand every layer of the process. That’s why we seek out partners who share our commitment to transparency and accountability. It’s not just about running media, it’s about doing it responsibly and with purpose.
We have an enterprise-wide, purpose-driven strategy. We’re proud to be working toward a goal of directing 10% of our media buys toward purpose-driven suppliers, including women-owned businesses, green media, and more. To accomplish this, we need to be innovative.
As the programmatic landscape continues to evolve, so does our offering. Through our partnership with Equativ, we've found an ally committed not just to advancing programmatic solutions, but to making them sustainable. We’re all-in at Butler/Till—pushing the boundaries of sustainability and programmatic excellence through ongoing innovation.
As Brand Marketing Coordinator at Equativ, Matthew supports a wide range of marketing initiatives, including social media, blog content, employer branding, and events. He also leads the company’s Thought Leadership program, advancing Equativ’s global presence through strategic participation in industry events, public relations, media engagements, and award submissions.
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