Sharethrough introduced GMP+, aiming to enhance ad efficiency by eliminating unviewable or problematic ad placements. It builds on GreenPMPs, blocking MFA sites and using Scope3's emissions model for sustainable advertising.
GMP+ represents a significant step in mitigating the negative environmental impact of ad placements by offering sustainability in programmatic advertising. The initiative marks a pivotal development in eco-friendly ad tech, according to Scope3 CEO Brian O'Kelley.
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