Written by : Anas Ech-chaoui on Digilah (Tech Thought Leadership)
Illustrations by Lim Daphne
The idea was born from an inventory recycling idea by Thomas OBJOIS and Julien GALIM.
The two co-founders and entrepreneurs used their previous experience, and they have established this unique technology for digital marketers..
During the rise of programmatic in digital, they realised the downside of the complexity of this technology and established a company for recovering lost ad calls and turn them into valuable/monetizable impressions.
The extent of this phenomenon is still little known, as are the various causes of this consequent advertising mess.
This 100% French-origin company has been combating advertising waste and reducing the carbon footprint of digital campaigns through its pipes.
Sustainable and profitable solution for publishers
Based on our team’s experience at Lagardère Group, we have seen that more than forty technical problems were preventing the distribution of millions of advertising impressions.
We call them “ghost impressions”.
How this works in a nutshell:
After our script is integrated into the publisher’s code base and we start to analyse the site’s inventory pages and advertising placements, we are able to map the loss and suggest the worth of the “ghost impressions”. After the full launch of the solution, we can identify and recycle the lost impressions in real time. It is important to mention that we respect all Core Web Vitals without impacting the quality of the user experience or the page behaviours such as loading time.
Being in the market for years, we see that the recyclable impressions represent on average 20% of a website’s total display inventory.
In 2022, our technology recovered and monetised more than 19 billion ad impressions.
Where do ghost impressions come from ?
ADVERTISING RELATED ISSUES
- Connection problems during API calls of solutions (SSPs/Ad Servers/bidswitch…).
- Glitches in cross-origin requests to REST APIs or calls to solution servers. No ad response.
SITE RELATED ISSUES
- Failed or misconfigured lazyload ad logic that does not allow the execution of the slot
- Issues in the ad slot CSS that prevent the ad from being displayed
VISITOR RELATED ISSUES
- Loss of connection to the user’s device caused by micro-cuts
- Website or web tools are not adapted to certain browsers
How does our solution work for a publisher?
BCOVERY is a comprehensive technology and it operates by inspecting/scanning the content and HTML structure of the publisher sites.
When a ghost impression occurs due to any technical reasons, our proprietary algorithm analyses the ad call and makes the impression available to the publisher/advertisers for monetisation.
We are is present in 5 countries and continuously growing.
It supports more than 400 publishers worldwide (France, Germany, Japan, UK, USA)
Milestone 2022 :
We as a company decided to do more for our environment and help digital marketers in maximising their potentials, therefore and to create the first eco-responsible French Marketplace.
This Marketplace brings together all the publishers’ recycled inventories allowing us to provide incremental, trusted and high-performing impressions to the demand side.
Advertisers – How do we reduce the carbon impact of media campaigns?
Agencies and advertisers are increasingly aware of the carbon impact of their campaigns and realise that not all of the supplies emit the same amount of carbon.
We also see that agencies and advertisers are increasingly favouring low-carbon impact inventories, and we want to help them achieve this…
Echoing the above, BCOVERY convinced and determined about the need to measure and reduce the carbon emissions of advertising impressions and keep a more sustainable overall nature of digital campaigns.
As a matter of fact, using our network, an advertiser considerably reduces the carbon footprint of its media activity. Here are the three drivers:
- Recycled and low-carbon impressions
- Reduced creative weight while ensuring effective communication
- A direct and secure delivery channel (vs. a complex programmatic chain)
What is next?
Our next mission is to create similar marketplaces in other countries and help the digital industry to be more sustainable than before.
The three pillars of our ambition:
on the importance of the delivery channel in its CSR advertising strategy.
advertising recycling as a solution to buyers’ need for great performance and energy savings.
energy-consuming advertising strategies with investing in recycled, responsible and qualitative inventories.
Finally, one of our achievements:
Our recycled campaigns
ALDI Digital Campaign
- 80M recycled impressions
- 60% carbon saving
- High performance clicks and viewability
In line with its anti-waste strategy and its desire to reduce the carbon footprint of its advertising campaigns, ALDI has partnered with BCOVERY in 2022 and because of our success we renewed our partnership – as one of the major partners of ALDI for 2023.
If your answer is YES to the following:
You are a publisher and want to know the amount of your recyclable inventory?
You are an advertiser and want to reduce your carbon emissions?
Contact us directly by mail at firstname.lastname@example.org
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What are 5 benefits of recycling?
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