Lara Krumholz of Equativ: Our work with BL Evolution is the start of a journey we’ll continue to other countries

Equativ, the adtech company specialized in analytics of online videos, programmatic advertising and the monetization of spaces for digital videos, has launched a campaign dedicated to the reduction of carbon emissions, whose ill effects on the environment it manages to cut by some 64 percent. “The work of Equativ with BL Evolution represents the start of a journey we wish to continue to other countries including Mexico, where the subject of environmental, social and governance (ESG)) reporting with the resulting environmental sustainability is ever-present. For that reason, elements of the digital ad market must act together as one in defining methodologies and establishing a model for sharing the best practices in this field,” said Lara Krumholz, executive VP of Equativ LatAm. With the launch of the low-carbon campaign, Equativ managed to cut its environmental impact by 64 percent and to 5.36 kg of carbon dioxide, which means a total savings of 9.52 kg of CO2. Such a campaign’s environmental impact would be in the same relative proportion as that produced by a car driving 27.76 kilometers, whereas a non-optimized campaign would pump out as much relative contamination as a car driving 76 kilometers. Reducing the volume of creative assets during a campaign allows the same quality to be produced by considerably reducing the use of energy.