ADEME & Perion: Advancing Brand Safety Through Sustainable Algorithmic Innovation

Objective

ADEME (French Agency for Ecological Transition) launched the “Digital sufficiency” campaign to encourage citizens to raise public awareness around sustainable digital practices. The brief required high visibility, high quality, and brand-safe environments while minimizing the campaign’s carbon footprint. Perion partnered with Dentsu and ADEME to design an eco-conscious and high-quality digital campaign powered by IAS data and Perion’s custom optimization algorithm.

Key Challenges

• Delivering strong viewability and brand safety metrics at scale, ensuring the message appeared only in suitable, high-quality environments.
• Maintaining performance and reach while reducing environmental impact.
• Integrating IAS data into a dynamic optimization model within the DSP to balance quality and sustainability goals.

Solutions

Perion’s custom optimization algorithm leverages IAS data to dynamically adjust bidding strategies based on real-time quality indicators.

Three-Phase Optimization

1. Training using DSP signals.
2. Calibration with visibility and engagement KPIs.
3. Optimization based on IAS brand safety and quality data.

Carbon-aware optimization

Media paths were filtered to eliminate redundant intermediaries and reduce data-transfer emissions. Models are updated daily, making this approach over 1,000 times more energy-efficient than traditional learning systems.

Continuous performance monitoring

IAS metrics were continuously tracked, with the algorithm adapting dynamically to prioritize safer, higher-quality, and more sustainable inventory.

Results

The campaign set out to deliver high-impact performance while prioritizing quality, brand safety, and environmental responsibility.

• The campaign delivered 8.15 million impressions with outstanding quality and sustainability results.
• Brand Safety reached 96%, IAS Viewability hit 88.5%, and the CTR achieved 0.52%.
• A remarkable 66% carbon reduction was achieved, lowering emissions from 2,505 g to 836.6g CO₂ per 1,000 visible impressions, resulting in 10.9 tonnes of CO₂ saved.
• Performance continued to improve, particularly during Phase 3 of the Perion algorithm optimization.

These results demonstrate how advanced optimization and sustainable media practices can drive meaningful performance while significantly reducing environmental impact.