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STEP OUT SUSTAINABILITY: THE PRE-BID SUMMIT RECAP

Pre-bid is an ever-growing, membership-driven non-profit organization dedicated to enhancing the future of the digital advertising ecosystem. The Summit gathers members from both near and far to explore the industry’s current landscape — discussing successes, outlining plans for the year, and introducing innovative ideas to the forefront. 

The Summit has become a catalyst for driving innovation in AdTech with a fresh focus in sustainability. The goal is to solve real-world problems faced by publishers and advertising agencies. Participation in this event is an impactful opportunity to network with other members while learning from industry experts. 

This year, Klever was proud to have been an integral part of sustainability conversations, discussing best practices for delivering sustainable media within the Pre-bid agenda.

WHY KLEVER?

It’s no secret that Klever has been a force in transitioning outside of traditional advertising to a sustainability-centered, net-zero company. Through our workshops, networking events, and new initiative, Klever for the Planet, we’ve taken a holistic approach to sustainability. That’s why it’s only fitting for Klever to take the stage alongside industry leaders like Scope3, Sharethrough, and PubMatic.

LOOKING BEYOND ENVIRONMENTAL IMPACT

Klever’s CMO, Dave Winslow, presented a compelling perspective that encouraged members to look beyond the environmental impact of their campaigns. This suggested that AdTech needs to prioritize other areas that affect sustainability, such as social justice, within its supply chain. 

Klever has diligently explored its broader impact beyond carbon emissions. While we continue to measure and reduce campaign-related emissions, we are also recognizing our social impact.

“The community at Prebid is one of the strongest and most committed I’ve experienced in recent years.  The membership base is strong, the committee volunteers are committed and the annual summit is a fully charged one-day networking and information event that rivals major conferences.  Now that they are incorporating Sustainability into their work, it is even more important that we support this growing organization.” explains Winslow.

We've made important strides in evaluating our supply chain, starting from the basics — like travel and merchandise. For example, our partnership with Known Supply ensures that every item we purchase is produced at a Fair Trade Certified or direct trade facility, allowing us to know the artisans behind the goods. A transparent supply chain should showcase social impact that is directly affecting people, as well as your environmental impact. 

THE HIGG INDEX AFFECT 

So, what would a transparent supply chain in AdTech actually look like? In this case, it could mirror the Higg Index. Developed by Cascale, the index is a “suite of five tools that assess and measure the social and environmental performance of the value chain and the environmental impacts of products.” In layman’s terms, the Higg Index helps organizations track and measure their social and environmental impacts.

According to Winslow, if the same methodology was applied to AdTech, this would lead to a dramatic upshift in sustainability. An AdTech version of this model would mean advertisers, agencies, and publishers would be able to establish an environmental and social impact baseline. It would also allow these organizations to continuously measure, improve, and share their sustainability efforts within the industry. 

MORE CONNECTION, LESS PROBLEMS 

How can we integrate the Higgs Index into advertising? It’s straightforward: start with an open mindset towards organizations that need help and utilize cross-pollination of industry solutions to tackle challenges. This could mean giving sustainability experts from apparel, the energy sector, or even agriculture a seat at the table to help solve for the gaps in advertising. 

All in all, the Pre-bid Summit proved that the best solutions are created through in person connection. Advertisers must engage with publishers in person, as meaningful progress can't always be achieved from behind a desk. Building these connections is essential for driving real change in the industry.

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