Company: Greenbids
Founders: Guillaume Grimbert, Adrien Delambre, Jean-Baptiste Pettit
Website: https://www.greenbids.ai/
About Greenbids
Founded in 2022, Greenbids’ core mission is to optimise advertising spend while minimising carbon emissions — aligning efficiency and environmental impact so there are clear financial incentives for sustainable practices.
Digital advertising, especially in the programmatic space, is notorious for ingrained inefficiencies that are costly — both financially and environmentally. The sector generates 215,000 metric tons of carbon emissions each month across the US, UK, France, Germany, and Australia (according to a Scope3 report). This is mainly caused by the ad selection process, which contributes 60% of total emissions. But advertising also faces considerable systemic inefficiencies, with much carbon wasted due to unseen ads or lost impressions.
Greenbids addresses these areas through its AI-powered algorithms which optimise programmatic media buying to improve performance, while reducing carbon emissions. These algorithms analyse historical and real-time data to identify efficient supply paths, adjust bidding strategies dynamically, and refine delivery based on factors such as energy grid conditions, device usage, and user behaviour.
For example, choosing to deliver impressions at times of the day when renewable energy has a higher share of the local market electricity grid, or when the device is connected on Wi-Fi instead of mobile data (both of which have an impact on the carbon footprint of the ad impression) provide carbon optimisations directly within a campaign. The algorithm updates daily, learning and adapting to the live results in-market, allowing for performance improvements that exceed campaign benchmarks while reducing carbon intensity dramatically.
Typically, ad buying optimisation platforms focus solely on the effectiveness of ads, seeking to achieve the best possible results, but Greenbids innovates by integrating carbon intensity as an additional factor.
As a result, Greenbids’ clients have seen an average improvement of 26% in their media performance and a 35% reduction in their carbon emissions, while average overall carbon savings of 3,500 tons per month have been achieved – equivalent to around 9M miles driven in an average ICE vehicle.
A core challenge is gaining trust and traction in an industry that has historically been slow to prioritise sustainability. But, by tying carbon reduction to performance improvements, Greenbids clearly demonstrates how decarbonisation adds value to clients’ bottom line. After all, advertising is one of the few industries which can decarbonise while making a profit.
Greenbids’ technology is now deployed in over 100 countries and used by major advertisers like Spotify, Coco-Cola and Chanel, as well as publishers like Mail Metro Media and Les Echos. The company recently won big at Campaign’s Ad Net Zero Awards for both “Best Start up” and for its pioneering work on Spotify’s ‘Wrapped’ campaign, which saw Greenbids’ algorithm trim 38% off the carbon intensity per view.
What sets Greenbids apart is that it doesn’t just talk the talk. There’s a real mission here to make advertising work better for both brands and the planet. It’s rare to find a company that delivers on performance without compromising on purpose, and that’s what makes Greenbids different. They’re proving you don’t have to sacrifice one for the other.
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