{"version":"1.0.0","segments":[{"startTime":0.049,"endTime":2.24,"body":"Advertising also has an impact on culture."},{"startTime":2.599,"endTime":7.123,"body":"The words that we use, the communication"},{"startTime":2.599,"endTime":7.123,"body":"that is used in commercials globally"},{"startTime":7.363,"endTime":9.033,"body":"can make an impact on culture."},{"startTime":9.373,"endTime":12.413,"body":"We have an influence on things like"},{"startTime":9.373,"endTime":12.413,"body":"Hollywood and entertainment and there's"},{"startTime":12.413,"endTime":16.043,"body":"just like a much broader way that"},{"startTime":12.413,"endTime":16.043,"body":"advertising can influence culture"},{"startTime":16.043,"endTime":20.246,"body":"and even influence brands to be more"},{"startTime":16.043,"endTime":20.246,"body":"sustainable and thoughtful about"},{"startTime":20.246,"endTime":21.476,"body":"their sustainability initiatives."},{"startTime":21.936,"endTime":25.176,"body":"Good morning, good afternoon, or good"},{"startTime":21.936,"endTime":25.176,"body":"evening, wherever you are in the world."},{"startTime":25.656,"endTime":30.966,"body":"Welcome to episode 227 of the Climate"},{"startTime":25.656,"endTime":30.966,"body":"Confident Podcast, the go-to show for best"},{"startTime":30.966,"endTime":32.916,"body":"practices in climate emission reductions."},{"startTime":33.576,"endTime":37.446,"body":"I am your host, Tom Raftery, and if you"},{"startTime":33.576,"endTime":37.446,"body":"haven't already, be sure to follow this"},{"startTime":37.446,"endTime":41.466,"body":"podcast in your podcast app of choice"},{"startTime":37.446,"endTime":41.466,"body":"to make sure you never miss an episode."},{"startTime":42.396,"endTime":45.726,"body":"Before we get going, a huge thank"},{"startTime":42.396,"endTime":45.726,"body":"you to this podcast's, incredible"},{"startTime":45.726,"endTime":51.306,"body":"supporters, Jerry Sweeney, Andreas"},{"startTime":45.726,"endTime":51.306,"body":"Werner, Steven Carroll, and Roger Arnold."},{"startTime":52.116,"endTime":56.196,"body":"Your backing keeps this podcast going"},{"startTime":52.116,"endTime":56.196,"body":"and I really appreciate your help guys."},{"startTime":57.471,"endTime":61.521,"body":"If you are not currently a supporter"},{"startTime":57.471,"endTime":61.521,"body":"and you get value from this podcast, you"},{"startTime":61.521,"endTime":64.791,"body":"can support the show for as little as"},{"startTime":61.521,"endTime":64.791,"body":"three euros or dollars a month, which is"},{"startTime":64.941,"endTime":66.411,"body":"less than the cost of a cup of coffee."},{"startTime":66.801,"endTime":70.461,"body":"You just need to click the support link"},{"startTime":66.801,"endTime":70.461,"body":"in the show notes of this or any episode,"},{"startTime":70.791,"endTime":74.751,"body":"or visit tiny url.com/climate pod."},{"startTime":75.741,"endTime":80.511,"body":"Now you probably don't think twice"},{"startTime":75.741,"endTime":80.511,"body":"about the carbon footprint of a banner"},{"startTime":80.511,"endTime":86.331,"body":"ad or a YouTube pre-roll or that"},{"startTime":80.511,"endTime":86.331,"body":"creepy handbag or shoes that follow"},{"startTime":86.331,"endTime":87.681,"body":"you around the internet for a week."},{"startTime":88.521,"endTime":92.841,"body":"But here's the thing, the digital"},{"startTime":88.521,"endTime":92.841,"body":"advertising industry quietly emits"},{"startTime":92.841,"endTime":95.541,"body":"as much CO2 as the aviation sector."},{"startTime":96.231,"endTime":96.981,"body":"Let that sink in."},{"startTime":97.851,"endTime":102.291,"body":"Every single time a webpage loads,"},{"startTime":97.851,"endTime":102.291,"body":"dozens of servers light up around"},{"startTime":102.291,"endTime":107.811,"body":"the globe to run real-time auctions,"},{"startTime":102.291,"endTime":107.811,"body":"just to decide which ad you see."},{"startTime":108.471,"endTime":112.461,"body":"And all of that is a cost, not"},{"startTime":108.471,"endTime":112.461,"body":"just financial, but environmental."},{"startTime":113.271,"endTime":117.581,"body":"My guest today is someone who"},{"startTime":113.271,"endTime":117.581,"body":"decided that was unacceptable."},{"startTime":118.271,"endTime":121.236,"body":"Frank Maguire is one of the leading"},{"startTime":118.271,"endTime":121.236,"body":"voices in the movement to clean up"},{"startTime":121.236,"endTime":122.616,"body":"the Internet's carbon footprint."},{"startTime":123.126,"endTime":127.416,"body":"He's helped shift the ad tech world from,"},{"startTime":123.126,"endTime":127.416,"body":"this isn't our problem, to launching real"},{"startTime":127.416,"endTime":132.666,"body":"tools like Green PMPs that actually cut"},{"startTime":127.416,"endTime":132.666,"body":"emissions without cutting effectiveness."},{"startTime":133.236,"endTime":135.966,"body":"And he's been rallying the"},{"startTime":133.236,"endTime":135.966,"body":"industry to act collectively"},{"startTime":136.146,"endTime":137.826,"body":"through the Green Media Summit."},{"startTime":138.756,"endTime":143.166,"body":"If you work in business, if you run"},{"startTime":138.756,"endTime":143.166,"body":"digital ads, or if you simply care about"},{"startTime":143.166,"endTime":147.876,"body":"climate action in unexpected places, this"},{"startTime":143.166,"endTime":147.876,"body":"is a conversation you'll want to hear."},{"startTime":148.986,"endTime":151.686,"body":"But just before that, in the"},{"startTime":148.986,"endTime":151.686,"body":"coming weeks, you're gonna wanna"},{"startTime":151.686,"endTime":157.056,"body":"watch out for episodes with Kanika"},{"startTime":151.686,"endTime":157.056,"body":"Chandaria, Climate Lead from Agreena."},{"startTime":157.716,"endTime":160.146,"body":"Ori, sorry, I'm not gonna"},{"startTime":157.716,"endTime":160.146,"body":"pronounce Ori's surname."},{"startTime":160.386,"endTime":164.526,"body":"I won't be able to do it justice"},{"startTime":160.386,"endTime":164.526,"body":"co-founder and CCO of Giga Blue."},{"startTime":165.276,"endTime":170.006,"body":"Chris Moyer, founder and president"},{"startTime":165.276,"endTime":170.006,"body":"of Echo Communications and Heikki"},{"startTime":170.006,"endTime":172.596,"body":"Pöntynen CEO of Norse Power."},{"startTime":173.586,"endTime":178.266,"body":"Now back to today's show, and as I"},{"startTime":173.586,"endTime":178.266,"body":"said, my special guest today is Frank."},{"startTime":178.686,"endTime":180.636,"body":"Frank, welcome to the podcast."},{"startTime":180.636,"endTime":182.556,"body":"Would you like to introduce yourself?"},{"startTime":182.901,"endTime":183.381,"body":"Absolutely."},{"startTime":183.381,"endTime":184.311,"body":"Thanks for having me, Tom."},{"startTime":184.641,"endTime":186.411,"body":"So I'm Frank McGuire."},{"startTime":186.411,"endTime":190.851,"body":"I lead product marketing and"},{"startTime":186.411,"endTime":190.851,"body":"sustainability at Sharethrough."},{"startTime":190.851,"endTime":193.511,"body":"We're actually in the process of"},{"startTime":190.851,"endTime":193.511,"body":"merging with a company called Equativ."},{"startTime":193.911,"endTime":198.337,"body":"We're in the advertising industry"},{"startTime":193.911,"endTime":198.337,"body":"technology company in advertising, and"},{"startTime":198.387,"endTime":204.886,"body":"we basically help connect advertisers"},{"startTime":198.387,"endTime":204.886,"body":"with publishers across the, billions"},{"startTime":204.886,"endTime":209.296,"body":"of, websites across the internet and"},{"startTime":204.886,"endTime":209.296,"body":"help them serve ads to the right people."},{"startTime":209.606,"endTime":212.926,"body":"And over the last few years"},{"startTime":209.606,"endTime":212.926,"body":"had a, a big focus on the"},{"startTime":212.926,"endTime":214.366,"body":"sustainability of our industry."},{"startTime":214.366,"endTime":216.946,"body":"So I'm excited to talk a little"},{"startTime":214.366,"endTime":216.946,"body":"bit about that with you today."},{"startTime":217.856,"endTime":221.526,"body":"So people can get an idea of what"},{"startTime":217.856,"endTime":221.526,"body":"it is you guys do in Sharethrough,"},{"startTime":221.546,"endTime":224.136,"body":"is it something similar to what"},{"startTime":221.546,"endTime":224.136,"body":"Google does with Google Ads?"},{"startTime":225.181,"endTime":226.081,"body":"Yeah, exactly."},{"startTime":226.201,"endTime":230.367,"body":"So, Google's probably the most known"},{"startTime":226.201,"endTime":230.367,"body":"player  in this, this category."},{"startTime":230.397,"endTime":234.437,"body":"There's lots of other similar companies"},{"startTime":230.397,"endTime":234.437,"body":"in the space our job is essentially"},{"startTime":234.767,"endTime":237.677,"body":"connecting advertisers with anything"},{"startTime":234.767,"endTime":237.677,"body":"that's connected, you know, internet"},{"startTime":237.677,"endTime":243.177,"body":"connected, that has ads be it connected"},{"startTime":237.677,"endTime":243.177,"body":"TVs websites, apps and helping them"},{"startTime":243.177,"endTime":246.217,"body":"connect with their audience at scale."},{"startTime":246.237,"endTime":249.987,"body":"And we ba basically provide the"},{"startTime":246.237,"endTime":249.987,"body":"technology that allows those connections."},{"startTime":250.207,"endTime":255.452,"body":"It also helps the likes of publishers"},{"startTime":250.207,"endTime":255.452,"body":"to monetise their sites and the goal of"},{"startTime":255.452,"endTime":261.382,"body":"which really being continue having a free"},{"startTime":255.452,"endTime":261.382,"body":"internet that is ad supported so that"},{"startTime":261.382,"endTime":264.892,"body":"consumers don't have to pay for every"},{"startTime":261.382,"endTime":264.892,"body":"piece of content on the, the internet."},{"startTime":265.462,"endTime":269.542,"body":"So tell me, this is the Climate"},{"startTime":265.462,"endTime":269.542,"body":"Confident Podcast, obviously, and"},{"startTime":269.542,"endTime":274.372,"body":"we're on this podcast, we're all"},{"startTime":269.542,"endTime":274.372,"body":"about helping showcase emissions"},{"startTime":274.372,"endTime":276.412,"body":"reduction stories and strategies."},{"startTime":277.462,"endTime":280.102,"body":"I don't think a lot of people"},{"startTime":277.462,"endTime":280.102,"body":"think about emissions when they"},{"startTime":280.102,"endTime":284.362,"body":"think about advertising in general"},{"startTime":280.102,"endTime":284.362,"body":"and certainly not digital ads."},{"startTime":284.722,"endTime":291.442,"body":"So walk people through what the"},{"startTime":284.722,"endTime":291.442,"body":"footprint of an ad actually is."},{"startTime":291.442,"endTime":292.792,"body":"How does it cause emissions?"},{"startTime":292.792,"endTime":295.312,"body":"What kind of emissions does it"},{"startTime":292.792,"endTime":295.312,"body":"cause and how do you measure them?"},{"startTime":296.517,"endTime":298.197,"body":"Yeah, I mean, your, your point is spot on."},{"startTime":298.197,"endTime":302.787,"body":"I think we did research a couple years ago"},{"startTime":298.197,"endTime":302.787,"body":"to ask consumers like, did they know that"},{"startTime":302.787,"endTime":305.397,"body":"the internet generated emissions at all?"},{"startTime":305.397,"endTime":307.587,"body":"And I think it's, I think it"},{"startTime":305.397,"endTime":307.587,"body":"was somewhere around 60 to 80%"},{"startTime":307.587,"endTime":308.967,"body":"of consumers just had no idea."},{"startTime":308.972,"endTime":310.947,"body":"And it's not something you think about"},{"startTime":308.972,"endTime":310.947,"body":"when you're scrolling the internet."},{"startTime":311.427,"endTime":315.727,"body":"It was a little more tangible when, we"},{"startTime":311.427,"endTime":315.727,"body":"were reading more print, newspapers,"},{"startTime":315.727,"endTime":320.227,"body":"magazines, like yeah, the cutting down"},{"startTime":315.727,"endTime":320.227,"body":"of trees and the, the waste of paper"},{"startTime":320.227,"endTime":321.787,"body":"and stuff like that is more tangible."},{"startTime":322.157,"endTime":326.027,"body":"But the energy required to power the"},{"startTime":322.157,"endTime":326.027,"body":"internet is obviously less, less tangible."},{"startTime":326.327,"endTime":330.897,"body":"So, yeah, from, from our, our journey"},{"startTime":326.327,"endTime":330.897,"body":"perspective, I think it was probably"},{"startTime":331.137,"endTime":336.657,"body":"around 2021 where we, our industry"},{"startTime":331.137,"endTime":336.657,"body":"started basically learning the degree"},{"startTime":336.657,"endTime":338.817,"body":"of which our industry creates emissions."},{"startTime":338.817,"endTime":342.667,"body":"And I think the, the stat that"},{"startTime":338.817,"endTime":342.667,"body":"really stuck out to us then was the"},{"startTime":342.667,"endTime":348.167,"body":"amount of energy required to power"},{"startTime":342.667,"endTime":348.167,"body":"the internet is, about equivalent"},{"startTime":348.227,"endTime":349.967,"body":"to the civil aviation industry."},{"startTime":350.742,"endTime":350.962,"body":"Mm."},{"startTime":350.987,"endTime":352.517,"body":"it was kind of one of"},{"startTime":350.987,"endTime":352.517,"body":"those moments, like what?"},{"startTime":352.517,"endTime":354.017,"body":"Like how is that even possible?"},{"startTime":354.377,"endTime":357.707,"body":"And basically what it comes down to is,"},{"startTime":354.377,"endTime":357.707,"body":"if you think about it, anything that"},{"startTime":358.652,"endTime":360.962,"body":"runs on the internet connected device."},{"startTime":360.992,"endTime":364.942,"body":"It's, you know, there's data centers"},{"startTime":360.992,"endTime":364.942,"body":"and cloud computing and all these"},{"startTime":364.942,"endTime":369.392,"body":"different basically servers throughout"},{"startTime":364.942,"endTime":369.392,"body":"the world, that require tons of energy."},{"startTime":369.812,"endTime":375.682,"body":"And, you know, every time a webpage"},{"startTime":369.812,"endTime":375.682,"body":"loads, as I was mentioning before most"},{"startTime":375.742,"endTime":380.812,"body":"internet connected websites or apps or"},{"startTime":375.742,"endTime":380.812,"body":"connected tv, whatever it is are either"},{"startTime":381.452,"endTime":384.146,"body":"free or, subsidised by advertising."},{"startTime":384.626,"endTime":387.982,"body":"And the amount of emissions from"},{"startTime":384.626,"endTime":387.982,"body":"digital advertising is, is somewhere"},{"startTime":387.982,"endTime":392.422,"body":"around, you know, that two to 4%"},{"startTime":387.982,"endTime":392.422,"body":"of global emissions because of"},{"startTime":392.422,"endTime":393.679,"body":"most of the internet being free."},{"startTime":394.079,"endTime":394.259,"body":"So."},{"startTime":395.009,"endTime":397.979,"body":"That was kinda those moments where"},{"startTime":395.009,"endTime":397.979,"body":"we realised, wow, like our industry"},{"startTime":398.219,"endTime":400.169,"body":"accounts for a ton of emissions."},{"startTime":400.619,"endTime":404.039,"body":"Let's not just dig our head in the sand"},{"startTime":400.619,"endTime":404.039,"body":"and pretend like it's not that way."},{"startTime":404.489,"endTime":405.929,"body":"The earth is literally on fire."},{"startTime":406.229,"endTime":407.999,"body":"Like, let's, let's do something about it."},{"startTime":407.999,"endTime":409.579,"body":"Every industry needs"},{"startTime":407.999,"endTime":409.579,"body":"to be doing their part."},{"startTime":410.289,"endTime":414.219,"body":"And so we've had this amazing kind"},{"startTime":410.289,"endTime":414.219,"body":"of groundswell in the advertising"},{"startTime":414.219,"endTime":416.139,"body":"industry to, to do something about this."},{"startTime":416.139,"endTime":419.949,"body":"And a lot of it's around education and"},{"startTime":416.139,"endTime":419.949,"body":"just kind of learning you know, for"},{"startTime":419.949,"endTime":420.999,"body":"the first couple years it was like."},{"startTime":422.094,"endTime":424.764,"body":"How much emissions are we generating"},{"startTime":422.094,"endTime":424.764,"body":"and what do we do about it?"},{"startTime":424.764,"endTime":425.604,"body":"How do we measure it?"},{"startTime":425.854,"endTime":427.414,"body":"So that, that's been a"},{"startTime":425.854,"endTime":427.414,"body":"huge part of our journey."},{"startTime":427.414,"endTime":430.084,"body":"And I think like an easy way to think"},{"startTime":427.414,"endTime":430.084,"body":"about this is if you just think about"},{"startTime":430.084,"endTime":436.37,"body":"like every minute how many Google searches"},{"startTime":430.084,"endTime":436.37,"body":"happen, how many videos are uploaded or"},{"startTime":436.37,"endTime":439.01,"body":"watched on TikTok and YouTube and Netflix."},{"startTime":439.01,"endTime":443.39,"body":"And all those are stored in, in"},{"startTime":439.01,"endTime":443.39,"body":"different servers, and it takes energy"},{"startTime":443.412,"endTime":444.972,"body":"to fire those up and, and run them."},{"startTime":445.412,"endTime":448.322,"body":"And then you think about like, as I"},{"startTime":445.412,"endTime":448.322,"body":"was mentioned before, every time a"},{"startTime":448.322,"endTime":452.768,"body":"website is loaded, there's sometimes,"},{"startTime":448.322,"endTime":452.768,"body":"multiple eBay type auctions happening"},{"startTime":452.768,"endTime":457.028,"body":"in fractions of a second to bid on"},{"startTime":452.768,"endTime":457.028,"body":"that user and get that ad in front"},{"startTime":457.028,"endTime":458.258,"body":"of the right user in the right time."},{"startTime":458.618,"endTime":461.948,"body":"And there's this whole complex, basically"},{"startTime":458.618,"endTime":461.948,"body":"supply chain of advertising that it"},{"startTime":461.948,"endTime":464.228,"body":"goes through to make these decisions."},{"startTime":464.228,"endTime":467.618,"body":"And it hops from different server to"},{"startTime":464.228,"endTime":467.618,"body":"server, server and all this, like,"},{"startTime":467.678,"endTime":468.758,"body":"it adds up pretty significantly."},{"startTime":468.878,"endTime":472.738,"body":"You know, I think we've, we've looked"},{"startTime":468.878,"endTime":472.738,"body":"at some equivalents that helped our"},{"startTime":472.738,"endTime":476.24,"body":"industry understand the,  scale of"},{"startTime":472.738,"endTime":476.24,"body":"this, where like the, the amount of"},{"startTime":476.24,"endTime":480.2,"body":"missions required to deliver even just"},{"startTime":476.24,"endTime":480.2,"body":"a million impressions in advertising."},{"startTime":480.23,"endTime":485.21,"body":"And our company Sharethrough in"},{"startTime":480.23,"endTime":485.21,"body":"Equativ, we see hundreds of billions"},{"startTime":485.21,"endTime":489.59,"body":"of impression requests come in"},{"startTime":485.21,"endTime":489.59,"body":"every day on our just servers."},{"startTime":489.92,"endTime":493.28,"body":"And we're just one of many, you"},{"startTime":489.92,"endTime":493.28,"body":"know, you look at Google, it's, it's,"},{"startTime":493.28,"endTime":496.96,"body":"you know, enormous and any other"},{"startTime":493.28,"endTime":496.96,"body":"similar company like they're seeing"},{"startTime":497.89,"endTime":502.123,"body":"tons of, energy required to make"},{"startTime":497.89,"endTime":502.123,"body":"these decisions in, in real time."},{"startTime":502.483,"endTime":506.403,"body":"So you talk about just a million"},{"startTime":502.483,"endTime":506.403,"body":"impressions it's the equivalent"},{"startTime":506.403,"endTime":508.633,"body":"to maybe one metric ton of CO2."},{"startTime":509.123,"endTime":512.747,"body":"And then we start thinking about what"},{"startTime":509.123,"endTime":512.747,"body":"are the equivalents of that to like"},{"startTime":512.747,"endTime":517.557,"body":"put that in perspective just the energy"},{"startTime":512.747,"endTime":517.557,"body":"required to deliver, say like 1 million"},{"startTime":517.557,"endTime":523.317,"body":"ads is equivalent to maybe like one round"},{"startTime":517.557,"endTime":523.317,"body":"trip flight from Boston to London, or"},{"startTime":523.317,"endTime":525.987,"body":"fully charging over 120,000 smartphones."},{"startTime":526.327,"endTime":528.457,"body":"Some of these things help kind"},{"startTime":526.327,"endTime":528.457,"body":"of start put in perspective of"},{"startTime":528.487,"endTime":530.317,"body":"how big our, our footprint is."},{"startTime":530.527,"endTime":534.883,"body":"I think if you look at the entire"},{"startTime":530.527,"endTime":534.883,"body":"digital ad emissions and how much we're,"},{"startTime":534.96,"endTime":539.847,"body":"responsible for, it's about 7.2 million"},{"startTime":534.96,"endTime":539.847,"body":"metric tons of CO2 per year, which"},{"startTime":539.847,"endTime":547.947,"body":"is about that's about the electricity"},{"startTime":539.847,"endTime":547.947,"body":"from 1.4 million US homes per year is"},{"startTime":547.947,"endTime":549.447,"body":"what our industry is responsible for."},{"startTime":549.447,"endTime":553.717,"body":"So some of these like equivalents really"},{"startTime":549.447,"endTime":553.717,"body":"helped our industry basically realise"},{"startTime":553.717,"endTime":557.877,"body":"like, wow, like this is not just small"},{"startTime":553.717,"endTime":557.877,"body":"potatoes, like this is a significant"},{"startTime":557.877,"endTime":559.077,"body":"amount that we're responsible for."},{"startTime":559.827,"endTime":565.047,"body":"And so we've kind of gone on this broad"},{"startTime":559.827,"endTime":565.047,"body":"journey, both at, at our company kind"},{"startTime":565.047,"endTime":568.217,"body":"of as we've learned this, but also the"},{"startTime":565.047,"endTime":568.217,"body":"industry of like, okay, now we know"},{"startTime":568.217,"endTime":570.642,"body":"about this, how are we gonna measure it?"},{"startTime":570.942,"endTime":571.602,"body":"And what can we do?"},{"startTime":571.602,"endTime":572.682,"body":"Like, how we reduce it?"},{"startTime":572.902,"endTime":574.092,"body":"At least our own emissions."},{"startTime":574.642,"endTime":577.747,"body":"And so over the last really"},{"startTime":574.642,"endTime":577.747,"body":"three years, that's been a, a"},{"startTime":577.752,"endTime":579.412,"body":"big focus in our, our industry."},{"startTime":580.532,"endTime":582.182,"body":"Okay, so."},{"startTime":583.397,"endTime":586.577,"body":"I come from a data center"},{"startTime":583.397,"endTime":586.577,"body":"background, so I have a little"},{"startTime":586.577,"endTime":587.867,"body":"bit of familiarity with this."},{"startTime":615.937,"endTime":620.557,"body":"A lot of the emissions would come, as you"},{"startTime":615.937,"endTime":620.557,"body":"say, rightly from the servers, the racks"},{"startTime":620.557,"endTime":624.187,"body":"and racks and racks of servers that are"},{"startTime":620.557,"endTime":624.187,"body":"in those data centers, but also would"},{"startTime":624.187,"endTime":627.397,"body":"come from the routers, which is rooting"},{"startTime":624.187,"endTime":627.397,"body":"the traffic to the different servers"},{"startTime":627.6370000000001,"endTime":631.7170000000001,"body":"and to the different other data centers"},{"startTime":627.6370000000001,"endTime":631.7170000000001,"body":"around where they're pulling other ads"},{"startTime":631.7170000000001,"endTime":636.2470000000001,"body":"from potentially and from the heating"},{"startTime":631.7170000000001,"endTime":636.2470000000001,"body":"and cooling equipment, typically cooling"},{"startTime":636.2470000000001,"endTime":640.657,"body":"equipment on air, air chillers, and air"},{"startTime":636.2470000000001,"endTime":640.657,"body":"handling units within those data centers."},{"startTime":641.1070000000001,"endTime":645.0970000000001,"body":"And then from the redundancy built"},{"startTime":641.1070000000001,"endTime":645.0970000000001,"body":"into the power and the cabling, the"},{"startTime":645.0970000000001,"endTime":649.9870000000001,"body":"networking in the data centers to make"},{"startTime":645.0970000000001,"endTime":649.9870000000001,"body":"sure that they have 99.99% uptime."},{"startTime":650.437,"endTime":653.077,"body":"So yeah, it's, it is a lot."},{"startTime":654.7270000000001,"endTime":655.6270000000001,"body":"How do you fix that?"},{"startTime":656.427,"endTime":659.907,"body":"Yeah, well, I guess the first"},{"startTime":656.427,"endTime":659.907,"body":"part was really measuring it."},{"startTime":660.1170000000001,"endTime":664.9570000000001,"body":"And so, actually luckily right around"},{"startTime":660.1170000000001,"endTime":664.9570000000001,"body":"then in 2021, there was a company"},{"startTime":665.027,"endTime":668.897,"body":"the company's name is Scope three,"},{"startTime":665.027,"endTime":668.897,"body":"not to be confused with the Scope"},{"startTime":668.897,"endTime":670.277,"body":"three emissions, which often happens."},{"startTime":670.59,"endTime":674.08,"body":"This company had a whole advertising"},{"startTime":670.59,"endTime":674.08,"body":"tech background and their goal was"},{"startTime":674.08,"endTime":681.5840000000001,"body":"to help as best as possible measure"},{"startTime":674.08,"endTime":681.5840000000001,"body":"the emissions from every impression"},{"startTime":681.5840000000001,"endTime":684.6840000000001,"body":"that runs on the internet or you"},{"startTime":681.5840000000001,"endTime":684.6840000000001,"body":"know, any ad that's delivered."},{"startTime":684.6840000000001,"endTime":687.851,"body":"And they have to understand"},{"startTime":684.6840000000001,"endTime":687.851,"body":"everything about every website."},{"startTime":687.851,"endTime":690.971,"body":"Like, you know, where are their"},{"startTime":687.851,"endTime":690.971,"body":"servers, what type of energy they use"},{"startTime":691.0010000000001,"endTime":693.821,"body":"how many ads they have on the site,"},{"startTime":691.0010000000001,"endTime":693.821,"body":"how often they're refreshing, what"},{"startTime":693.821,"endTime":697.051,"body":"is the supply chain like, this whole"},{"startTime":693.821,"endTime":697.051,"body":"convoluted way of measuring that."},{"startTime":697.7560000000001,"endTime":701.416,"body":"And right as they were coming along"},{"startTime":697.7560000000001,"endTime":701.416,"body":"we were kind of partnering, trying"},{"startTime":701.416,"endTime":702.316,"body":"to understand the same thing."},{"startTime":702.316,"endTime":703.726,"body":"So the timing worked out great."},{"startTime":703.9960000000001,"endTime":707.816,"body":"We kind of partnered together so that they"},{"startTime":703.9960000000001,"endTime":707.816,"body":"could help us measure the emissions from"},{"startTime":707.816,"endTime":710.066,"body":"any campaign that advertisers run with us."},{"startTime":710.3760000000001,"endTime":713.196,"body":"And then what we started doing"},{"startTime":710.3760000000001,"endTime":713.196,"body":"is using that data to understand,"},{"startTime":713.226,"endTime":718.0530000000001,"body":"okay, what if we  simply removed the"},{"startTime":713.226,"endTime":718.0530000000001,"body":"maybe top 10% of emitting websites."},{"startTime":718.0530000000001,"endTime":720.498,"body":"So these sites that have"},{"startTime":718.0530000000001,"endTime":720.498,"body":"way too many ads on them."},{"startTime":720.498,"endTime":724.124,"body":"They re refresh too consistently,"},{"startTime":720.498,"endTime":724.124,"body":"honestly, not even the best environment"},{"startTime":724.124,"endTime":725.624,"body":"for for brands because of that."},{"startTime":726.0740000000001,"endTime":729.4340000000001,"body":"If we remove those types of sites,"},{"startTime":726.0740000000001,"endTime":729.4340000000001,"body":"how much does it reduce emissions by?"},{"startTime":729.4340000000001,"endTime":731.714,"body":"How does it impact performance"},{"startTime":729.4340000000001,"endTime":731.714,"body":"for advertisers, which"},{"startTime":731.714,"endTime":732.5840000000001,"body":"is what they care about?"},{"startTime":733.3340000000001,"endTime":735.7940000000001,"body":"So we've been on the journey over the"},{"startTime":733.3340000000001,"endTime":735.7940000000001,"body":"last three years of basically building"},{"startTime":735.7940000000001,"endTime":737.089,"body":"that, understanding it, launching it."},{"startTime":737.5340000000001,"endTime":741.633,"body":"And you know, what we found overall"},{"startTime":737.5340000000001,"endTime":741.633,"body":"is that like it actually in some cases"},{"startTime":741.633,"endTime":745.623,"body":"just removing the top 10% sites can"},{"startTime":741.633,"endTime":745.623,"body":"remove, reduce your emissions by 50%."},{"startTime":746.133,"endTime":749.523,"body":"And what we've seen from most advertisers"},{"startTime":746.133,"endTime":749.523,"body":"is their performance either stays the same"},{"startTime":749.523,"endTime":753.773,"body":"or actually improves because they're just"},{"startTime":749.523,"endTime":753.773,"body":"kind of in these cleaner environments."},{"startTime":753.8330000000001,"endTime":755.663,"body":"And so this is like, you"},{"startTime":753.8330000000001,"endTime":755.663,"body":"know, the perfect story."},{"startTime":755.663,"endTime":758.6930000000001,"body":"You wanna tell the advertising"},{"startTime":755.663,"endTime":758.6930000000001,"body":"industry and the types of things."},{"startTime":758.6930000000001,"endTime":759.9830000000001,"body":"And I think in any industry."},{"startTime":760.883,"endTime":765.503,"body":"Of like any good sustainable product isn't"},{"startTime":760.883,"endTime":765.503,"body":"just sustainable for the sake of itself,"},{"startTime":765.9530000000001,"endTime":767.873,"body":"it's also beneficial in other ways."},{"startTime":767.9330000000001,"endTime":772.043,"body":"Like, you know, electric vehicles,"},{"startTime":767.9330000000001,"endTime":772.043,"body":"you know, obviously you save money"},{"startTime":772.043,"endTime":776.639,"body":"on gas in addition to having a, a,"},{"startTime":772.043,"endTime":776.639,"body":"a greener way of getting around."},{"startTime":776.999,"endTime":778.889,"body":"So that was a big learning for us."},{"startTime":778.889,"endTime":782.859,"body":"We, we labeled, we call these, they're"},{"startTime":778.889,"endTime":782.859,"body":"called Green PMPs is the the product."},{"startTime":782.859,"endTime":785.4490000000001,"body":"PMP is a product private marketplace."},{"startTime":785.4490000000001,"endTime":788.5390000000001,"body":"It's a, I'm not gonna go into all the"},{"startTime":785.4490000000001,"endTime":788.5390000000001,"body":"detail on this, the inside baseball things"},{"startTime":788.5390000000001,"endTime":792.0290000000001,"body":"of what a PMP is, but it's a, a specific"},{"startTime":788.5390000000001,"endTime":792.0290000000001,"body":"thing that our industry knows a lot about."},{"startTime":792.0290000000001,"endTime":795.229,"body":"And it's it's basically a turnkey way for"},{"startTime":792.0290000000001,"endTime":795.229,"body":"advertisers to reduce their emissions."},{"startTime":795.229,"endTime":799.1890000000001,"body":"And at first we, we launched it, we"},{"startTime":795.229,"endTime":799.1890000000001,"body":"were like, oh, this is just gonna"},{"startTime":799.1890000000001,"endTime":801.649,"body":"like speak for itself and everyone's"},{"startTime":799.1890000000001,"endTime":801.649,"body":"gonna want it and it's gonna be great."},{"startTime":802.399,"endTime":804.4090000000001,"body":"We learned quickly that like,"},{"startTime":802.399,"endTime":804.4090000000001,"body":"you know, there's just a lot of"},{"startTime":804.4090000000001,"endTime":806.149,"body":"education needed in our industry."},{"startTime":806.149,"endTime":808.8340000000001,"body":"Like a lot of people just didn't"},{"startTime":806.149,"endTime":808.8340000000001,"body":"even know that even within our own"},{"startTime":808.839,"endTime":810.1690000000001,"body":"industry that we created emissions."},{"startTime":810.1690000000001,"endTime":813.469,"body":"And also like, this is one"},{"startTime":810.1690000000001,"endTime":813.469,"body":"way of improving emissions,"},{"startTime":813.469,"endTime":814.609,"body":"but it's gotta go beyond that."},{"startTime":814.609,"endTime":821.9530000000001,"body":"So, we, what we decided to do I think"},{"startTime":814.609,"endTime":821.9530000000001,"body":"this was in 2022, w e decided to start"},{"startTime":821.9780000000001,"endTime":827.604,"body":"a a conference called the Green Media"},{"startTime":821.9780000000001,"endTime":827.604,"body":"Summit, and really bring together all"},{"startTime":827.604,"endTime":829.4340000000001,"body":"sides of the advertising ecosystem."},{"startTime":829.4340000000001,"endTime":834.041,"body":"So there's brands that work with"},{"startTime":829.4340000000001,"endTime":834.041,"body":"ad agencies to like, decide where"},{"startTime":834.041,"endTime":835.3910000000001,"body":"they spend their, their money."},{"startTime":835.7610000000001,"endTime":841.716,"body":"So we brought together the brands, the ad"},{"startTime":835.7610000000001,"endTime":841.716,"body":"agencies, the ad tech companies like us"},{"startTime":841.716,"endTime":845.926,"body":"that help those advertisers then connect"},{"startTime":841.716,"endTime":845.926,"body":"with publishers who are also there and"},{"startTime":845.926,"endTime":851.5060000000001,"body":"really just bringing together the whole"},{"startTime":845.926,"endTime":851.5060000000001,"body":"industry to like learn from each other."},{"startTime":851.5060000000001,"endTime":854.726,"body":"At first is a lot of education was"},{"startTime":851.5060000000001,"endTime":854.726,"body":"the first year like some of the stats"},{"startTime":854.726,"endTime":859.028,"body":"I'm showing you was just a lot of that"},{"startTime":854.726,"endTime":859.028,"body":"day of like, why this is so important,"},{"startTime":859.1780000000001,"endTime":861.4280000000001,"body":"how we're generating emissions, how"},{"startTime":859.1780000000001,"endTime":861.4280000000001,"body":"we're working on measuring them,"},{"startTime":861.4280000000001,"endTime":862.988,"body":"what's working so far, in reducing."},{"startTime":862.988,"endTime":865.2080000000001,"body":"And so the first year was"},{"startTime":862.988,"endTime":865.2080000000001,"body":"a lot of that education."},{"startTime":865.388,"endTime":869.0780000000001,"body":"At the same time a little before then"},{"startTime":865.388,"endTime":869.0780000000001,"body":"a couple trade groups actually one"},{"startTime":869.0780000000001,"endTime":872.5680000000001,"body":"major trade group had started called Ad"},{"startTime":869.0780000000001,"endTime":872.5680000000001,"body":"Net Zero I think they actually started"},{"startTime":872.5730000000001,"endTime":874.398,"body":"in, in UK and have spread globally."},{"startTime":874.6980000000001,"endTime":877.541,"body":"And their goal is, you know,"},{"startTime":874.6980000000001,"endTime":877.541,"body":"similar to, bring together"},{"startTime":877.541,"endTime":878.8910000000001,"body":"all parts of the ad ecosystem."},{"startTime":878.921,"endTime":882.191,"body":"They've created working groups on all"},{"startTime":878.921,"endTime":882.191,"body":"the different ways that we generate"},{"startTime":882.191,"endTime":885.8810000000001,"body":"emissions in the advertising industry,"},{"startTime":882.191,"endTime":885.8810000000001,"body":"and created these working groups to"},{"startTime":885.8810000000001,"endTime":888.4010000000001,"body":"create like what are best practices"},{"startTime":885.8810000000001,"endTime":888.4010000000001,"body":"that we can then pass along to"},{"startTime":888.4010000000001,"endTime":892.4010000000001,"body":"companies and help them learn about"},{"startTime":888.4010000000001,"endTime":892.4010000000001,"body":"how to reduce their emissions and help"},{"startTime":892.4010000000001,"endTime":894.1410000000001,"body":"accelerate movement across the industry."},{"startTime":894.7560000000001,"endTime":898.056,"body":"So we got involved in, in some of those"},{"startTime":894.7560000000001,"endTime":898.056,"body":"trade organisations and they've published"},{"startTime":898.3660000000001,"endTime":903.6690000000001,"body":"best practices and even ways of for"},{"startTime":898.3660000000001,"endTime":903.6690000000001,"body":"agencies to ask the right questions"},{"startTime":903.6690000000001,"endTime":908.019,"body":"of their suppliers, their vendors,"},{"startTime":903.6690000000001,"endTime":908.019,"body":"about their sustainability efforts."},{"startTime":908.3290000000001,"endTime":911.6790000000001,"body":"But if they give a problem was everyone"},{"startTime":908.3290000000001,"endTime":911.6790000000001,"body":"was asking different questions."},{"startTime":911.6790000000001,"endTime":913.5690000000001,"body":"No one knew what were the"},{"startTime":911.6790000000001,"endTime":913.5690000000001,"body":"most important things to ask."},{"startTime":913.839,"endTime":917.479,"body":"And so having a more consistent"},{"startTime":913.839,"endTime":917.479,"body":"standards of questions to ask was"},{"startTime":917.479,"endTime":921.589,"body":"really helpful to then spread across the"},{"startTime":917.479,"endTime":921.589,"body":"entire industry as they're evaluating"},{"startTime":921.6790000000001,"endTime":925.1590000000001,"body":"their partners, which are usually"},{"startTime":921.6790000000001,"endTime":925.1590000000001,"body":"based on more performance based things"},{"startTime":925.1590000000001,"endTime":927.139,"body":"and cost and these types of metrics."},{"startTime":927.139,"endTime":930.109,"body":"Now they have the questions to also"},{"startTime":927.139,"endTime":930.109,"body":"ask about their sustainability efforts"},{"startTime":930.109,"endTime":934.296,"body":"so they can then prioritise the more"},{"startTime":930.109,"endTime":934.296,"body":"sustainable partners or put pressure"},{"startTime":934.296,"endTime":938.316,"body":"on ones that haven't started reducing"},{"startTime":934.296,"endTime":938.316,"body":"their own emissions or taking the"},{"startTime":938.316,"endTime":939.816,"body":"right steps to reduce their emissions."},{"startTime":940.1560000000001,"endTime":943.0060000000001,"body":"So that's really helped obviously in, in"},{"startTime":940.1560000000001,"endTime":943.0060000000001,"body":"every industry I think it's big learning."},{"startTime":943.0060000000001,"endTime":947.5060000000001,"body":"We've, we've had in advertising is,"},{"startTime":943.0060000000001,"endTime":947.5060000000001,"body":"this is work in any industry, is"},{"startTime":947.5060000000001,"endTime":949.7360000000001,"body":"obviously money is power, right?"},{"startTime":949.826,"endTime":954.403,"body":"So whoever has the, the buying power, in"},{"startTime":949.826,"endTime":954.403,"body":"this case, the, you know, ad ad agencies"},{"startTime":954.403,"endTime":958.6990000000001,"body":"that are responsible for, billions upon"},{"startTime":954.403,"endTime":958.6990000000001,"body":"billions of brands' dollars of like where"},{"startTime":958.6990000000001,"endTime":959.989,"body":"they should spend their advertising."},{"startTime":960.389,"endTime":963.0590000000001,"body":"They can be the ones that put"},{"startTime":960.389,"endTime":963.0590000000001,"body":"pressure on the whole industry"},{"startTime":963.0590000000001,"endTime":964.139,"body":"to reduce their emissions."},{"startTime":964.139,"endTime":968.673,"body":"They can put pressure on, the servers"},{"startTime":964.139,"endTime":968.673,"body":"the Googles of the world of like how"},{"startTime":968.673,"endTime":973.873,"body":"are they powering these ad servers and"},{"startTime":968.673,"endTime":973.873,"body":"making sure that they're moving towards"},{"startTime":973.873,"endTime":977.9730000000001,"body":"using renewable energy to power those and"},{"startTime":973.873,"endTime":977.9730000000001,"body":"not just, also not just buying credits"},{"startTime":977.9730000000001,"endTime":981.123,"body":"of renewable energy that takes out from"},{"startTime":977.9730000000001,"endTime":981.123,"body":"the rest of the industry, but actually"},{"startTime":981.123,"endTime":984.043,"body":"generating their own energy through"},{"startTime":981.123,"endTime":984.043,"body":"renewable energy and things like that."},{"startTime":984.043,"endTime":986.743,"body":"So we've, we've been trying"},{"startTime":984.043,"endTime":986.743,"body":"to kind of like work on work"},{"startTime":987.373,"endTime":989.113,"body":"rallying the industry around that."},{"startTime":989.263,"endTime":991.4530000000001,"body":"And have continued to do"},{"startTime":989.263,"endTime":991.4530000000001,"body":"this, this Green Media summit."},{"startTime":991.4530000000001,"endTime":995.423,"body":"So we actually just recently finished the"},{"startTime":991.4530000000001,"endTime":995.423,"body":"third iteration of the Green Media Summit."},{"startTime":995.783,"endTime":997.8230000000001,"body":"And the great news is like the,"},{"startTime":995.783,"endTime":997.8230000000001,"body":"the first year we did it, we kind"},{"startTime":997.8230000000001,"endTime":999.4780000000001,"body":"of put it together last minute."},{"startTime":999.8910000000001,"endTime":1003.461,"body":"We were hoping people showed"},{"startTime":999.8910000000001,"endTime":1003.461,"body":"up and lo and behold, like we"},{"startTime":1003.461,"endTime":1004.6610000000001,"body":"couldn't fit everyone in the room."},{"startTime":1004.9910000000001,"endTime":1008.6510000000001,"body":"It was like an eight hour day"},{"startTime":1004.9910000000001,"endTime":1008.6510000000001,"body":"where no one left, which was like"},{"startTime":1008.6510000000001,"endTime":1011.3810000000001,"body":"so rare in a conference and like"},{"startTime":1008.6510000000001,"endTime":1011.3810000000001,"body":"there was so much energy behind it."},{"startTime":1011.801,"endTime":1012.8810000000001,"body":"So we knew there was"},{"startTime":1011.801,"endTime":1012.8810000000001,"body":"something behind this."},{"startTime":1012.8810000000001,"endTime":1016.0010000000001,"body":"So we, we moved it to a much"},{"startTime":1012.8810000000001,"endTime":1016.0010000000001,"body":"larger, we actually moved it to the"},{"startTime":1016.0010000000001,"endTime":1018.7310000000001,"body":"Javit Center in New York, if, you"},{"startTime":1016.0010000000001,"endTime":1018.7310000000001,"body":"know, is like one of the largest"},{"startTime":1018.7310000000001,"endTime":1020.441,"body":"conference centers in in the world."},{"startTime":1020.471,"endTime":1022.9910000000001,"body":"We didn't take over the entire"},{"startTime":1020.471,"endTime":1022.9910000000001,"body":"thing, but a, a large room in that"},{"startTime":1023.5110000000001,"endTime":1025.671,"body":"the Javit Center of the second year."},{"startTime":1025.671,"endTime":1028.791,"body":"And we just finished the third year"},{"startTime":1025.671,"endTime":1028.791,"body":"and, you know, continues to not"},{"startTime":1028.8509999999999,"endTime":1031.641,"body":"only just grow, but like, it's just,"},{"startTime":1028.8509999999999,"endTime":1031.641,"body":"there's a lot of energy behind it."},{"startTime":1031.741,"endTime":1035.591,"body":"And a lot of enthusiasm around how we"},{"startTime":1031.741,"endTime":1035.591,"body":"can work together as an industry and"},{"startTime":1035.651,"endTime":1037.781,"body":"kind of working towards this goal of"},{"startTime":1035.651,"endTime":1037.781,"body":"like, can we become one of the first"},{"startTime":1037.781,"endTime":1041.261,"body":"industries to reach net zero emissions"},{"startTime":1037.781,"endTime":1041.261,"body":"and what's gonna take to do that?"},{"startTime":1041.261,"endTime":1041.651,"body":"And kind of."},{"startTime":1042.106,"endTime":1045.556,"body":"Accepting this challenge and trying to"},{"startTime":1042.106,"endTime":1045.556,"body":"move forward and sharing more of these"},{"startTime":1045.556,"endTime":1049.336,"body":"stories of the third year it's really"},{"startTime":1045.556,"endTime":1049.336,"body":"moved less about just educating and more"},{"startTime":1049.336,"endTime":1053.976,"body":"about what actions have been working,"},{"startTime":1049.336,"endTime":1053.976,"body":"what, what can we do more of, but also"},{"startTime":1054.6660000000002,"endTime":1057.1860000000001,"body":"spreading beyond just our little industry."},{"startTime":1057.2060000000001,"endTime":1060.056,"body":"You know, if advertising, digital"},{"startTime":1057.2060000000001,"endTime":1060.056,"body":"advertising accounts for, I know two to"},{"startTime":1060.056,"endTime":1062.6660000000002,"body":"4% of emissions, that's still a big chunk."},{"startTime":1063.146,"endTime":1066.056,"body":"But advertising also has"},{"startTime":1063.146,"endTime":1066.056,"body":"an impact on culture."},{"startTime":1066.4160000000002,"endTime":1069.296,"body":"You know, the, the, the words that"},{"startTime":1066.4160000000002,"endTime":1069.296,"body":"we use, the communication that, that"},{"startTime":1069.296,"endTime":1074.6760000000002,"body":"is used in, in commercials, globally"},{"startTime":1069.296,"endTime":1074.6760000000002,"body":"can make an impact on, on culture."},{"startTime":1075.016,"endTime":1078.256,"body":"We have an influence on things like"},{"startTime":1075.016,"endTime":1078.256,"body":"Hollywood and and entertainment and"},{"startTime":1078.256,"endTime":1082.036,"body":"there's just like a much broader way"},{"startTime":1078.256,"endTime":1082.036,"body":"that advertising can influence culture"},{"startTime":1082.036,"endTime":1086.239,"body":"and even influence brands to be more"},{"startTime":1082.036,"endTime":1086.239,"body":"sustainable and thoughtful about"},{"startTime":1086.239,"endTime":1087.469,"body":"their sustainability initiatives."},{"startTime":1087.829,"endTime":1093.191,"body":"So this year has really been also talking"},{"startTime":1087.829,"endTime":1093.191,"body":"about how do we broaden our influence"},{"startTime":1093.441,"endTime":1098.031,"body":"beyond just our advertising industry and"},{"startTime":1093.441,"endTime":1098.031,"body":"have even larger impact on the way that"},{"startTime":1098.544,"endTime":1103.5610000000001,"body":"the whole world needs to get behind,"},{"startTime":1098.544,"endTime":1103.5610000000001,"body":"becoming more sustainable, reducing our"},{"startTime":1103.5610000000001,"endTime":1105.721,"body":"emissions, and, caring about these things."},{"startTime":1107.766,"endTime":1115.411,"body":"And is this a push or pull environment"},{"startTime":1107.766,"endTime":1115.411,"body":"in terms of is this something that"},{"startTime":1115.471,"endTime":1117.3010000000002,"body":"your clients are asking you for?"},{"startTime":1117.3010000000002,"endTime":1120.881,"body":"Or is this something you're"},{"startTime":1117.3010000000002,"endTime":1120.881,"body":"educating your clients about?"},{"startTime":1120.881,"endTime":1122.441,"body":"Because you said no one"},{"startTime":1120.881,"endTime":1122.441,"body":"knows anything about it."},{"startTime":1122.5910000000001,"endTime":1125.771,"body":"That wasn't quite your wording, but"},{"startTime":1122.5910000000001,"endTime":1125.771,"body":"still very few people know about it."},{"startTime":1125.771,"endTime":1129.941,"body":"So is it a question of you going,"},{"startTime":1125.771,"endTime":1129.941,"body":"actually this is an issue and look"},{"startTime":1129.941,"endTime":1132.971,"body":"here we have a solution, or, you"},{"startTime":1129.941,"endTime":1132.971,"body":"know, where are you on that spectrum?"},{"startTime":1133.861,"endTime":1134.191,"body":"Yeah."},{"startTime":1134.2910000000002,"endTime":1135.401,"body":"It definitely varies."},{"startTime":1135.5510000000002,"endTime":1137.9080000000001,"body":"Not only just client by client, but"},{"startTime":1135.5510000000002,"endTime":1137.9080000000001,"body":"even just like region by region."},{"startTime":1137.9080000000001,"endTime":1140.8780000000002,"body":"I think what we saw initially, and"},{"startTime":1137.9080000000001,"endTime":1140.8780000000002,"body":"this is still probably true, is that"},{"startTime":1140.938,"endTime":1147.958,"body":"like in Europe it's much more of an"},{"startTime":1140.938,"endTime":1147.958,"body":"ask from agencies and clients, and"},{"startTime":1148.228,"endTime":1152.858,"body":"I think that's due to the great work"},{"startTime":1148.228,"endTime":1152.858,"body":"of the EU on like, and was it CSRD"},{"startTime":1152.858,"endTime":1157.781,"body":"around requiring companies to report"},{"startTime":1152.858,"endTime":1157.781,"body":"on their emissions and their progress."},{"startTime":1157.781,"endTime":1160.961,"body":"And that's trickling down"},{"startTime":1157.781,"endTime":1160.961,"body":"across a lot of industries."},{"startTime":1161.021,"endTime":1163.361,"body":"And it's great to see that like influence."},{"startTime":1163.361,"endTime":1167.171,"body":"And we're actually getting more of"},{"startTime":1163.361,"endTime":1167.171,"body":"that asked in more European regions."},{"startTime":1167.531,"endTime":1168.851,"body":"In the US it varies."},{"startTime":1168.851,"endTime":1171.911,"body":"Like I think there's a lot of excitement"},{"startTime":1168.851,"endTime":1171.911,"body":"around it to one degree, but then there's"},{"startTime":1171.986,"endTime":1175.721,"body":"other, you know, oftentimes we'll hear"},{"startTime":1171.986,"endTime":1175.721,"body":"from, for instance, like the agencies that"},{"startTime":1175.721,"endTime":1180.0710000000001,"body":"represent a brand and they'll say, you"},{"startTime":1175.721,"endTime":1180.0710000000001,"body":"know, our brand doesn't really care about."},{"startTime":1180.796,"endTime":1182.746,"body":"I mean, they care about"},{"startTime":1180.796,"endTime":1182.746,"body":"sustainability, but not enough to like,"},{"startTime":1183.644,"endTime":1184.2440000000001,"body":"Do anything about it."},{"startTime":1184.969,"endTime":1185.299,"body":"Yeah."},{"startTime":1185.329,"endTime":1186.049,"body":"Do much about it."},{"startTime":1186.049,"endTime":1189.679,"body":"Or, you know, they're also, I mean,"},{"startTime":1186.049,"endTime":1189.679,"body":"there's the sphere, especially now"},{"startTime":1189.709,"endTime":1194.839,"body":"politically, of like, you can't, like"},{"startTime":1189.709,"endTime":1194.839,"body":"anything related to ESG or DE\u0026I is like"},{"startTime":1195.329,"endTime":1198.839,"body":"a dirty word and you could get, you"},{"startTime":1195.329,"endTime":1198.839,"body":"know, you don't wanna get the ire of"},{"startTime":1198.8990000000001,"endTime":1203.009,"body":"Trump and have, you know, their cronies"},{"startTime":1198.8990000000001,"endTime":1203.009,"body":"coming after you as a, as a brand."},{"startTime":1203.009,"endTime":1204.479,"body":"So there's a lot of fear around it too."},{"startTime":1204.479,"endTime":1207.299,"body":"And like they don't, brands don't wanna"},{"startTime":1204.479,"endTime":1207.299,"body":"have to talk about it 'cause they're not"},{"startTime":1207.299,"endTime":1208.709,"body":"sure of how, what the repercussions are."},{"startTime":1208.709,"endTime":1210.059,"body":"And especially in this weird time."},{"startTime":1210.7430000000002,"endTime":1215.393,"body":"The good news is like, especially in"},{"startTime":1210.7430000000002,"endTime":1215.393,"body":"advertising, it's not like anytime you do"},{"startTime":1215.393,"endTime":1219.383,"body":"something, you know, if you do something"},{"startTime":1215.393,"endTime":1219.383,"body":"to reduce your emissions and improve,"},{"startTime":1219.413,"endTime":1221.803,"body":"you don't have to write a blog post."},{"startTime":1221.803,"endTime":1225.6380000000001,"body":"You don't have to, you know, publish this"},{"startTime":1221.803,"endTime":1225.6380000000001,"body":"in a, in the newspaper about your efforts."},{"startTime":1225.968,"endTime":1227.798,"body":"It's just something"},{"startTime":1225.968,"endTime":1227.798,"body":"you, you do as a brand."},{"startTime":1227.978,"endTime":1229.928,"body":"In, in one case for the good of the world."},{"startTime":1229.928,"endTime":1231.968,"body":"But also the other case is"},{"startTime":1229.928,"endTime":1231.968,"body":"just like, it improves the"},{"startTime":1231.968,"endTime":1233.078,"body":"efficiency of your advertising."},{"startTime":1233.083,"endTime":1236.678,"body":"And, and that's what we're trying to"},{"startTime":1233.083,"endTime":1236.678,"body":"move more towards is like, this is"},{"startTime":1236.678,"endTime":1239.651,"body":"not just a sustainability, effort."},{"startTime":1239.981,"endTime":1242.201,"body":"It's also an efficiency,"},{"startTime":1239.981,"endTime":1242.201,"body":"making things more efficient."},{"startTime":1242.261,"endTime":1246.851,"body":"And by doing so, you're reducing your"},{"startTime":1242.261,"endTime":1246.851,"body":"emissions and your advertising performs"},{"startTime":1246.851,"endTime":1249.521,"body":"better, and there's just a lot of"},{"startTime":1246.851,"endTime":1249.521,"body":"other benefits that go along with it."},{"startTime":1249.521,"endTime":1255.011,"body":"So trying to move more of the narrative"},{"startTime":1249.521,"endTime":1255.011,"body":"into the benefits versus just, you know,"},{"startTime":1255.101,"endTime":1257.9260000000002,"body":"talking about the sustainable benefits."},{"startTime":1258.221,"endTime":1258.671,"body":"Sure."},{"startTime":1258.941,"endTime":1260.621,"body":"So what other benefits are there?"},{"startTime":1260.621,"endTime":1264.251,"body":"I mean, you're, you're saying"},{"startTime":1260.621,"endTime":1264.251,"body":"the word efficient and so it's"},{"startTime":1264.251,"endTime":1267.3410000000001,"body":"more efficient, but how are you"},{"startTime":1264.251,"endTime":1267.3410000000001,"body":"defining efficiency in this context?"},{"startTime":1267.886,"endTime":1268.2160000000001,"body":"Yeah."},{"startTime":1268.396,"endTime":1269.566,"body":"I mean, there's a few"},{"startTime":1268.396,"endTime":1269.566,"body":"ways to think about it."},{"startTime":1270.026,"endTime":1275.4560000000001,"body":"In advertising, and not to get too"},{"startTime":1270.026,"endTime":1275.4560000000001,"body":"in the weeds, but like when you buy"},{"startTime":1275.476,"endTime":1279.376,"body":"an advertisement on a website I'll"},{"startTime":1275.476,"endTime":1279.376,"body":"use, new York Times just for point of"},{"startTime":1279.376,"endTime":1284.481,"body":"purpose and not to this is a specific"},{"startTime":1279.376,"endTime":1284.481,"body":"example, but when you buy an ad on New"},{"startTime":1284.481,"endTime":1288.066,"body":"York Times, you're usually buying, you"},{"startTime":1284.481,"endTime":1288.066,"body":"know, ads across thousands of sites."},{"startTime":1288.066,"endTime":1290.136,"body":"And New York Times just happens"},{"startTime":1288.066,"endTime":1290.136,"body":"to be one of them on your list."},{"startTime":1290.566,"endTime":1295.726,"body":"To buy that ad on that site, there's"},{"startTime":1290.566,"endTime":1295.726,"body":"like 10 different paths of different"},{"startTime":1295.726,"endTime":1298.4560000000001,"body":"companies you can buy through to"},{"startTime":1295.726,"endTime":1298.4560000000001,"body":"get an ad on their, their site."},{"startTime":1298.816,"endTime":1303.1660000000002,"body":"Some of those, exchanges that then"},{"startTime":1298.816,"endTime":1303.1660000000002,"body":"purchase an ad on your, on New York"},{"startTime":1303.1660000000002,"endTime":1309.421,"body":"Times for you also can resell that ad to"},{"startTime":1303.1660000000002,"endTime":1309.421,"body":"another, exchange that wants to buy that"},{"startTime":1309.421,"endTime":1314.825,"body":"ad. And on some sites they don't care"},{"startTime":1309.421,"endTime":1314.825,"body":"at all who resells or sells their ads."},{"startTime":1314.825,"endTime":1317.585,"body":"They just want to fill"},{"startTime":1314.825,"endTime":1317.585,"body":"inventory as much as possible."},{"startTime":1317.9450000000002,"endTime":1323.375,"body":"And that like graph kind of gets outta"},{"startTime":1317.9450000000002,"endTime":1323.375,"body":"control so that every time load the page,"},{"startTime":1323.405,"endTime":1328.42,"body":"there's 30 different companies bidding and"},{"startTime":1323.405,"endTime":1328.42,"body":"reselling on this one single impression."},{"startTime":1329.02,"endTime":1331.68,"body":"And what that means for an"},{"startTime":1329.02,"endTime":1331.68,"body":"advertiser though is like each"},{"startTime":1331.68,"endTime":1334.44,"body":"time you're kind of like hopping"},{"startTime":1331.68,"endTime":1334.44,"body":"from one exchange to the next."},{"startTime":1334.71,"endTime":1338.52,"body":"There's like a different, essentially like"},{"startTime":1334.71,"endTime":1338.52,"body":"an ad tax, like, 'cause they're taking"},{"startTime":1338.52,"endTime":1339.72,"body":"a cut and the next one's taking a cut."},{"startTime":1339.72,"endTime":1343.286,"body":"So like part of it is just"},{"startTime":1339.72,"endTime":1343.286,"body":"the monetary efficiency of it."},{"startTime":1343.656,"endTime":1346.723,"body":"And so you don't have to, more of"},{"startTime":1343.656,"endTime":1346.723,"body":"your working dollars goes towards"},{"startTime":1346.723,"endTime":1350.083,"body":"your ad as opposed to paying"},{"startTime":1346.723,"endTime":1350.083,"body":"for these like taxes per se."},{"startTime":1350.473,"endTime":1355.2730000000001,"body":"So there's, that's one benefit just from"},{"startTime":1350.473,"endTime":1355.2730000000001,"body":"like a financial efficiency standpoint."},{"startTime":1355.9930000000002,"endTime":1358.333,"body":"The other part is just, you know, I"},{"startTime":1355.9930000000002,"endTime":1358.333,"body":"was kinda mentioned this before, the"},{"startTime":1358.333,"endTime":1364.613,"body":"efficiency of ads perform better on"},{"startTime":1358.333,"endTime":1364.613,"body":"sites where there's, 10 different"},{"startTime":1364.613,"endTime":1367.223,"body":"ads refreshing every 15 seconds."},{"startTime":1367.4930000000002,"endTime":1371.531,"body":"Many of them are, are happening like"},{"startTime":1367.4930000000002,"endTime":1371.531,"body":"below the fold, as we call it, or like,"},{"startTime":1371.531,"endTime":1375.671,"body":"not even in view, and they're just kind"},{"startTime":1371.531,"endTime":1375.671,"body":"of wasteful for you as an advertiser."},{"startTime":1375.951,"endTime":1378.771,"body":"Because these ads are refreshing"},{"startTime":1375.951,"endTime":1378.771,"body":"and loading in a place where a"},{"startTime":1378.771,"endTime":1380.511,"body":"consumer's eyes aren't even there."},{"startTime":1380.8210000000001,"endTime":1382.231,"body":"That's just very wasteful."},{"startTime":1382.5410000000002,"endTime":1386.401,"body":"Or they're on a site that has too many"},{"startTime":1382.5410000000002,"endTime":1386.401,"body":"ads anyway, so consumers are already"},{"startTime":1386.401,"endTime":1389.0710000000001,"body":"pretty blind to certain types of ads,"},{"startTime":1386.401,"endTime":1389.0710000000001,"body":"but if there's way too many of them,"},{"startTime":1389.631,"endTime":1391.171,"body":"you're even less likely to see them."},{"startTime":1391.5610000000001,"endTime":1393.601,"body":"I'm talking more about like"},{"startTime":1391.5610000000001,"endTime":1393.601,"body":"banner ads in this instance."},{"startTime":1393.601,"endTime":1398.111,"body":"But then there's also the whole, you know,"},{"startTime":1393.601,"endTime":1398.111,"body":"video world of like how quality is the"},{"startTime":1398.111,"endTime":1402.461,"body":"content that you're, you're running your"},{"startTime":1398.111,"endTime":1402.461,"body":"videos, your video ads before the content."},{"startTime":1402.5610000000001,"endTime":1404.601,"body":"And just a number of different,"},{"startTime":1402.5610000000001,"endTime":1404.601,"body":"there's so many different measures of"},{"startTime":1404.601,"endTime":1408.481,"body":"like how you can make a campaign more"},{"startTime":1404.601,"endTime":1408.481,"body":"efficient and more effective so that"},{"startTime":1408.481,"endTime":1412.261,"body":"every dollar that you're investing"},{"startTime":1408.481,"endTime":1412.261,"body":"in your ads has a better return on"},{"startTime":1412.261,"endTime":1413.721,"body":"investment for using advertisers."},{"startTime":1413.721,"endTime":1416.886,"body":"So there's tons of different"},{"startTime":1413.721,"endTime":1416.886,"body":"ways to thinking about the"},{"startTime":1416.976,"endTime":1418.486,"body":"efficiency for advertisers."},{"startTime":1418.486,"endTime":1422.356,"body":"And each advertiser cares about"},{"startTime":1418.486,"endTime":1422.356,"body":"different types of metrics of what you"},{"startTime":1422.356,"endTime":1424.066,"body":"know relates to performance for them."},{"startTime":1424.516,"endTime":1429.4660000000001,"body":"So we're trying to basically kind of"},{"startTime":1424.516,"endTime":1429.4660000000001,"body":"pinpoint all those different efficiencies"},{"startTime":1429.776,"endTime":1435.121,"body":"that not only can make the return"},{"startTime":1429.776,"endTime":1435.121,"body":"investment more efficient but also use"},{"startTime":1435.121,"endTime":1440.0810000000001,"body":"less energy along the way or cutting out"},{"startTime":1435.121,"endTime":1440.0810000000001,"body":"completely, for instance, like places"},{"startTime":1440.0810000000001,"endTime":1445.391,"body":"that are just, you know, unnecessarily"},{"startTime":1440.0810000000001,"endTime":1445.391,"body":"high in emissions or just so wasteful"},{"startTime":1445.391,"endTime":1448.741,"body":"because, like the example of an ad"},{"startTime":1445.391,"endTime":1448.741,"body":"loading in a place that no one actually"},{"startTime":1448.741,"endTime":1452.183,"body":"ever sees it, is just so wasteful"},{"startTime":1448.741,"endTime":1452.183,"body":"and that should be cut completely."},{"startTime":1452.183,"endTime":1456.573,"body":"So we're releasing products that do"},{"startTime":1452.183,"endTime":1456.573,"body":"exactly that for advertisers, and"},{"startTime":1457.2630000000001,"endTime":1461.009,"body":"the storyline's great there because,"},{"startTime":1457.2630000000001,"endTime":1461.009,"body":"it's easy to understand why that's"},{"startTime":1461.009,"endTime":1465.469,"body":"wasteful just from an advertising"},{"startTime":1461.009,"endTime":1465.469,"body":"effectiveness perspective, let alone"},{"startTime":1465.469,"endTime":1466.969,"body":"the sustainability benefits as well."},{"startTime":1468.24,"endTime":1468.53,"body":"Okay."},{"startTime":1469.255,"endTime":1471.865,"body":"If I'm on the other end of this."},{"startTime":1472.5900000000001,"endTime":1473.3400000000001,"body":"I have a blog."},{"startTime":1473.79,"endTime":1477.6000000000001,"body":"I don't actually put ads in the blog,"},{"startTime":1473.79,"endTime":1477.6000000000001,"body":"but if I wanted to put ads in the blog"},{"startTime":1478.05,"endTime":1485.7,"body":"and I wanted them to be as low impact"},{"startTime":1478.05,"endTime":1485.7,"body":"as possible, how would I know who to"},{"startTime":1485.7,"endTime":1488.16,"body":"go to to get the lowest impact ads?"},{"startTime":1488.16,"endTime":1492.48,"body":"I mean, I know now because I'm having"},{"startTime":1488.16,"endTime":1492.48,"body":"this conversation with you that I"},{"startTime":1492.48,"endTime":1496.7,"body":"would need to go to your organisation,"},{"startTime":1492.48,"endTime":1496.7,"body":"but if I didn't know that how, how"},{"startTime":1496.7,"endTime":1503.66,"body":"would, how are the general advertisers"},{"startTime":1496.7,"endTime":1503.66,"body":"supposed to find out about this"},{"startTime":1503.66,"endTime":1505.3700000000001,"body":"offering that you, that you guys have?"},{"startTime":1507.114,"endTime":1509.2440000000001,"body":"Yeah, well, I guess there's,"},{"startTime":1507.114,"endTime":1509.2440000000001,"body":"there's kinda two sides."},{"startTime":1509.2440000000001,"endTime":1511.644,"body":"There's the advertiser side"},{"startTime":1509.2440000000001,"endTime":1511.644,"body":"and then there's the publisher."},{"startTime":1511.644,"endTime":1516.194,"body":"Like you as a, blog creator or"},{"startTime":1511.644,"endTime":1516.194,"body":"if you own something.com that you"},{"startTime":1516.194,"endTime":1518.9940000000001,"body":"know you make revenue through ads."},{"startTime":1520.588,"endTime":1521.608,"body":"I'll talk about both those sides."},{"startTime":1521.608,"endTime":1525.298,"body":"So on the publisher side, the"},{"startTime":1521.608,"endTime":1525.298,"body":"difficulty has been historically."},{"startTime":1526.108,"endTime":1529.438,"body":"When you think about any news"},{"startTime":1526.108,"endTime":1529.438,"body":"organisation or any, you know, just"},{"startTime":1529.438,"endTime":1535.048,"body":"any online publication, you're just"},{"startTime":1529.438,"endTime":1535.048,"body":"trying to maximise revenue as much"},{"startTime":1535.048,"endTime":1539.458,"body":"as possible without totally pissing"},{"startTime":1535.048,"endTime":1539.458,"body":"off your consumer base, right?"},{"startTime":1539.458,"endTime":1539.728,"body":"So"},{"startTime":1540.318,"endTime":1540.448,"body":"Yep."},{"startTime":1540.448,"endTime":1544.8780000000002,"body":"It's always been this fine line of like,"},{"startTime":1540.448,"endTime":1544.8780000000002,"body":"how many ads can we fit on a site without"},{"startTime":1545.188,"endTime":1548.1580000000001,"body":"totally pissing off our consumers to the"},{"startTime":1545.188,"endTime":1548.1580000000001,"body":"point that they don't use it anymore."},{"startTime":1548.6380000000001,"endTime":1552.268,"body":"And I dunno, I would say that there's"},{"startTime":1548.6380000000001,"endTime":1552.268,"body":"a lot of sites that don't do that well"},{"startTime":1552.268,"endTime":1555.808,"body":"and like you, you're just kinda seeing"},{"startTime":1552.268,"endTime":1555.808,"body":"more and more and, you know, I, I'm"},{"startTime":1555.808,"endTime":1559.288,"body":"sure people listen to this podcast or"},{"startTime":1555.808,"endTime":1559.288,"body":"anywhere else, like, most people hate ads."},{"startTime":1559.288,"endTime":1562.444,"body":"Like it's not, I'm not gonna pretend"},{"startTime":1559.288,"endTime":1562.444,"body":"like people love advertising."},{"startTime":1562.7740000000001,"endTime":1567.029,"body":"My company specifically is trying to find"},{"startTime":1562.7740000000001,"endTime":1567.029,"body":"ways actually of how do we study consumer"},{"startTime":1567.029,"endTime":1572.589,"body":"behaviors and make ads essentially less"},{"startTime":1567.029,"endTime":1572.589,"body":"annoying and more value to the consumer?"},{"startTime":1572.999,"endTime":1575.3690000000001,"body":"And so I, I won't go into all that"},{"startTime":1572.999,"endTime":1575.3690000000001,"body":"detail, but that, that's kind of been"},{"startTime":1575.3690000000001,"endTime":1578.999,"body":"a, a big focus of, of our company, of"},{"startTime":1575.3690000000001,"endTime":1578.999,"body":"essentially making ads less annoying."},{"startTime":1579.4160000000002,"endTime":1582.656,"body":"But a piece of that for the publishers"},{"startTime":1579.4160000000002,"endTime":1582.656,"body":"though is like, they're still"},{"startTime":1582.656,"endTime":1583.736,"body":"just trying to maximise revenue."},{"startTime":1583.736,"endTime":1585.626,"body":"They're trying to be able to pay"},{"startTime":1583.736,"endTime":1585.626,"body":"for their journalists or, you"},{"startTime":1585.626,"endTime":1586.826,"body":"know, whoever writes their content."},{"startTime":1586.826,"endTime":1589.266,"body":"And it's hard to make, you know,"},{"startTime":1586.826,"endTime":1589.266,"body":"when you're talking about you're"},{"startTime":1589.266,"endTime":1592.836,"body":"making pennies, fractions of"},{"startTime":1589.266,"endTime":1592.836,"body":"pennies every time a page loads."},{"startTime":1592.836,"endTime":1597.756,"body":"So you need a lot of page loads"},{"startTime":1592.836,"endTime":1597.756,"body":"and they're just, you know, trying"},{"startTime":1597.756,"endTime":1601.626,"body":"their best they can and maximise"},{"startTime":1597.756,"endTime":1601.626,"body":"that revenue and to do that."},{"startTime":1602.6760000000002,"endTime":1605.016,"body":"The best way to do it historically"},{"startTime":1602.6760000000002,"endTime":1605.016,"body":"has been pushing as many"},{"startTime":1605.016,"endTime":1606.4560000000001,"body":"ads as on page as possible."},{"startTime":1606.546,"endTime":1609.376,"body":"Having more video is better"},{"startTime":1606.546,"endTime":1609.376,"body":"'cause people advertisers pay"},{"startTime":1609.376,"endTime":1610.876,"body":"more for video, for instance."},{"startTime":1611.2060000000001,"endTime":1614.986,"body":"The more, you know, exchanges like,"},{"startTime":1611.2060000000001,"endTime":1614.986,"body":"like Sharethrough and Equativ you"},{"startTime":1614.986,"endTime":1619.246,"body":"have bidding on every impression, the"},{"startTime":1614.986,"endTime":1619.246,"body":"higher, you know, it's like an eBay"},{"startTime":1619.246,"endTime":1622.756,"body":"auction, the, like higher you can, the"},{"startTime":1619.246,"endTime":1622.756,"body":"more demand there is and the more that"},{"startTime":1622.816,"endTime":1624.4660000000001,"body":"the money you can squeeze out of it."},{"startTime":1624.833,"endTime":1629.7430000000002,"body":"So the difficulty on the publisher"},{"startTime":1624.833,"endTime":1629.7430000000002,"body":"side has been showing them like"},{"startTime":1629.7430000000002,"endTime":1632.7730000000001,"body":"examples though of like, there have"},{"startTime":1629.7430000000002,"endTime":1632.7730000000001,"body":"been a number of publishers who"},{"startTime":1632.7730000000001,"endTime":1637.333,"body":"have kind of looked at their supply"},{"startTime":1632.7730000000001,"endTime":1637.333,"body":"chain and found out that there is a"},{"startTime":1637.333,"endTime":1639.0430000000001,"body":"diminishing point of return, right?"},{"startTime":1639.0430000000001,"endTime":1644.5330000000001,"body":"If you have too many ads that load"},{"startTime":1639.0430000000001,"endTime":1644.5330000000001,"body":"too often on a page, there's a"},{"startTime":1644.5330000000001,"endTime":1646.963,"body":"point of diminishing returns where"},{"startTime":1644.5330000000001,"endTime":1646.963,"body":"you actually could have made more"},{"startTime":1646.963,"endTime":1648.403,"body":"money with less ads on the page,"},{"startTime":1649.008,"endTime":1649.098,"body":"Right."},{"startTime":1649.098,"endTime":1653.083,"body":"Or you could have made more money"},{"startTime":1649.098,"endTime":1653.083,"body":"with less exchanges bidding on"},{"startTime":1653.083,"endTime":1656.213,"body":"every impression, less allowing"},{"startTime":1653.083,"endTime":1656.213,"body":"less reselling of that same"},{"startTime":1656.213,"endTime":1657.7730000000001,"body":"inventory to other impressions."},{"startTime":1657.7730000000001,"endTime":1661.073,"body":"Like there's, there is some positive"},{"startTime":1657.7730000000001,"endTime":1661.073,"body":"case stories out there of, of"},{"startTime":1661.073,"endTime":1664.208,"body":"publishers that have cleaned up their"},{"startTime":1661.073,"endTime":1664.208,"body":"supply chain, made it more efficient."},{"startTime":1665.073,"endTime":1669.6480000000001,"body":"And therefore also improved"},{"startTime":1665.073,"endTime":1669.6480000000001,"body":"the the revenue and ROI, while"},{"startTime":1669.6480000000001,"endTime":1673.038,"body":"also reducing their, their"},{"startTime":1669.6480000000001,"endTime":1673.038,"body":"own like infrastructure costs."},{"startTime":1673.038,"endTime":1676.998,"body":"The costs of serving all these ads, and"},{"startTime":1673.038,"endTime":1676.998,"body":"they have their own ad servers and, and"},{"startTime":1677.3980000000001,"endTime":1679.078,"body":"infrastructure costs goes along with it."},{"startTime":1679.078,"endTime":1683.1380000000001,"body":"So, from a publisher side, I'd say that's"},{"startTime":1679.078,"endTime":1683.1380000000001,"body":"what they're, they're looking at more"},{"startTime":1683.228,"endTime":1689.108,"body":"is that point of diminishing returns"},{"startTime":1683.228,"endTime":1689.108,"body":"of too many ads versus not enough ads."},{"startTime":1690.0230000000001,"endTime":1693.483,"body":"On the advertiser side, that's"},{"startTime":1690.0230000000001,"endTime":1693.483,"body":"where they're looking at you know,"},{"startTime":1694.143,"endTime":1700.233,"body":"companies like, Sharethrough, to help"},{"startTime":1694.143,"endTime":1700.233,"body":"them do that as easily as possible."},{"startTime":1700.233,"endTime":1705.156,"body":"Like how do they easily identify"},{"startTime":1700.233,"endTime":1705.156,"body":"what are the wasteful sites, what"},{"startTime":1705.156,"endTime":1706.7160000000001,"body":"are the wasteful impressions?"},{"startTime":1706.746,"endTime":1709.536,"body":"What are the wasteful placements that"},{"startTime":1706.746,"endTime":1709.536,"body":"are below the fold, for instance,"},{"startTime":1710.556,"endTime":1712.2060000000001,"body":"how do you identify them easily?"},{"startTime":1712.596,"endTime":1716.1760000000002,"body":"And you, what we've instituted"},{"startTime":1712.596,"endTime":1716.1760000000002,"body":"is literally like a button."},{"startTime":1716.1760000000002,"endTime":1719.886,"body":"We almost make like a an easy button,"},{"startTime":1716.1760000000002,"endTime":1719.886,"body":"like the Staples button that like our"},{"startTime":1719.886,"endTime":1724.2160000000001,"body":"advertisers can literally click the Green"},{"startTime":1719.886,"endTime":1724.2160000000001,"body":"PMP button to make any campaign they're"},{"startTime":1724.2160000000001,"endTime":1728.906,"body":"running, just like automatically remove"},{"startTime":1724.2160000000001,"endTime":1728.906,"body":"those wasteful sites and impressions."},{"startTime":1729.246,"endTime":1733.221,"body":"So that's been kinda the journey"},{"startTime":1729.246,"endTime":1733.221,"body":"we've been on is the easier you"},{"startTime":1733.221,"endTime":1734.451,"body":"can make this for advertisers."},{"startTime":1734.941,"endTime":1738.211,"body":"the more the, benefits of this,"},{"startTime":1734.941,"endTime":1738.211,"body":"they see the more likely they are to"},{"startTime":1738.508,"endTime":1740.318,"body":"turn on something like a Green PMP."},{"startTime":1741.1180000000002,"endTime":1744.088,"body":"I think that's another big,"},{"startTime":1741.1180000000002,"endTime":1744.088,"body":"like lesson that's probably"},{"startTime":1744.088,"endTime":1745.1380000000001,"body":"been seen in many industries."},{"startTime":1745.1380000000001,"endTime":1749.308,"body":"But the easier you make it and the"},{"startTime":1745.1380000000001,"endTime":1749.308,"body":"more clear the benefits are, the more"},{"startTime":1749.308,"endTime":1752.653,"body":"likely consumers or, you know, whoever"},{"startTime":1749.308,"endTime":1752.653,"body":"it is that makes these decisions"},{"startTime":1752.653,"endTime":1757.123,"body":"is let, is gonna, you know, choose"},{"startTime":1752.653,"endTime":1757.123,"body":"that, that option over a, you know,"},{"startTime":1757.213,"endTime":1760.343,"body":"a dirtier more energy use option."},{"startTime":1760.883,"endTime":1763.403,"body":"And so I, I would say that's like been"},{"startTime":1760.883,"endTime":1763.403,"body":"the big lesson from us, from even just"},{"startTime":1763.403,"endTime":1767.693,"body":"like a, a messaging standpoint of,"},{"startTime":1763.403,"endTime":1767.693,"body":"where we've seen success with this."},{"startTime":1768.913,"endTime":1769.203,"body":"Okay."},{"startTime":1769.798,"endTime":1774.958,"body":"And what are some of the more"},{"startTime":1769.798,"endTime":1774.958,"body":"innovative or under the radar tech"},{"startTime":1774.958,"endTime":1779.278,"body":"solutions emerging in the fight to"},{"startTime":1774.958,"endTime":1779.278,"body":"decarbonise digital advertising?"},{"startTime":1782.223,"endTime":1782.613,"body":"Yeah."},{"startTime":1782.623,"endTime":1787.5130000000001,"body":"Well, I think what we've, you know, we,"},{"startTime":1782.623,"endTime":1787.5130000000001,"body":"we we're kind of, we've started broad"},{"startTime":1787.5430000000001,"endTime":1789.433,"body":"and we're trying to get even more narrow."},{"startTime":1789.433,"endTime":1793.933,"body":"So I think we started broad of like, let's"},{"startTime":1789.433,"endTime":1793.933,"body":"look at just the sites and apps and things"},{"startTime":1793.933,"endTime":1799.031,"body":"that are, generating the most you know,"},{"startTime":1793.933,"endTime":1799.031,"body":"wasteful emissions just as a, an entity."},{"startTime":1799.661,"endTime":1802.121,"body":"And then we're getting more granular"},{"startTime":1799.661,"endTime":1802.121,"body":"of like, alright, let's look at,"},{"startTime":1802.121,"endTime":1808.0910000000001,"body":"there's, say every page on every site"},{"startTime":1802.121,"endTime":1808.0910000000001,"body":"might have three to 10 ads on it."},{"startTime":1808.451,"endTime":1812.621,"body":"And how do we identify which of"},{"startTime":1808.451,"endTime":1812.621,"body":"those ads are wasteful because"},{"startTime":1812.651,"endTime":1816.371,"body":"consumer doesn't see them or they're"},{"startTime":1812.651,"endTime":1816.371,"body":"refreshing too often, et cetera."},{"startTime":1817.241,"endTime":1822.356,"body":"and if we can start pinpointing those"},{"startTime":1817.241,"endTime":1822.356,"body":"at scale across tons and tons of"},{"startTime":1822.356,"endTime":1825.596,"body":"different sites and apps and et cetera."},{"startTime":1825.9560000000001,"endTime":1831.236,"body":"That then also has a further, you"},{"startTime":1825.9560000000001,"endTime":1831.236,"body":"know, improvement on the efficiency"},{"startTime":1831.236,"endTime":1832.9160000000002,"body":"and reduction sustainability."},{"startTime":1833.756,"endTime":1838.336,"body":"I would say like getting more detail"},{"startTime":1833.756,"endTime":1838.336,"body":"oriented and also combining that"},{"startTime":1838.336,"endTime":1843.356,"body":"with we're even starting to look at"},{"startTime":1838.336,"endTime":1843.356,"body":"how to use AI then to identify you"},{"startTime":1843.356,"endTime":1846.026,"body":"know, wasteful impressions, things"},{"startTime":1843.356,"endTime":1846.026,"body":"like that, but also having the right"},{"startTime":1846.026,"endTime":1850.626,"body":"levers that are improving the right"},{"startTime":1846.026,"endTime":1850.626,"body":"performance metrics for advertisers."},{"startTime":1851.076,"endTime":1854.286,"body":"And that brings in a whole nother story"},{"startTime":1851.076,"endTime":1854.286,"body":"of like, anytime you start bringing"},{"startTime":1854.286,"endTime":1858.006,"body":"in AI into anything, especially in our"},{"startTime":1854.286,"endTime":1858.006,"body":"world, then you start thinking about,"},{"startTime":1858.316,"endTime":1865.656,"body":"ok, but the use of AI generates way"},{"startTime":1858.316,"endTime":1865.656,"body":"more energy than any of our, you know,"},{"startTime":1865.726,"endTime":1868.066,"body":"the serving of our ads already are."},{"startTime":1868.066,"endTime":1872.9560000000001,"body":"So what is the, like, additional"},{"startTime":1868.066,"endTime":1872.9560000000001,"body":"impact of using AI and how can we use"},{"startTime":1872.9560000000001,"endTime":1876.076,"body":"it not just smartly and efficiently?"},{"startTime":1876.406,"endTime":1881.4460000000001,"body":"Are there ways of using it that cancels"},{"startTime":1876.406,"endTime":1881.4460000000001,"body":"out any, like energy use of AI by"},{"startTime":1881.4460000000001,"endTime":1884.596,"body":"making things even more efficient"},{"startTime":1881.4460000000001,"endTime":1884.596,"body":"and more performant for advertisers?"},{"startTime":1884.596,"endTime":1888.376,"body":"And that's, that's kind of how we're,"},{"startTime":1884.596,"endTime":1888.376,"body":"we've been approaching it, is the"},{"startTime":1888.376,"endTime":1891.616,"body":"more it can improve performance"},{"startTime":1888.376,"endTime":1891.616,"body":"and efficiency for advertisers."},{"startTime":1891.9460000000001,"endTime":1895.976,"body":"The, like, it offsets any"},{"startTime":1891.9460000000001,"endTime":1895.976,"body":"energy downside of, of using ai."},{"startTime":1895.976,"endTime":1897.986,"body":"But I think there's a"},{"startTime":1895.976,"endTime":1897.986,"body":"lot of promise with ai."},{"startTime":1897.986,"endTime":1900.596,"body":"And I think what, this was actually"},{"startTime":1897.986,"endTime":1900.596,"body":"something we talked about the last"},{"startTime":1900.596,"endTime":1905.786,"body":"Green Media Summit is as an industry,"},{"startTime":1900.596,"endTime":1905.786,"body":"what we should focus on know, any"},{"startTime":1905.786,"endTime":1910.136,"body":"industry, especially in tech, where"},{"startTime":1905.786,"endTime":1910.136,"body":"we're in, you need to have advantage and."},{"startTime":1911.0810000000001,"endTime":1913.961,"body":"AI is, can be a huge advantage"},{"startTime":1911.0810000000001,"endTime":1913.961,"body":"for any company and, and you"},{"startTime":1913.961,"endTime":1915.221,"body":"need to continue it to innovate."},{"startTime":1915.221,"endTime":1917.951,"body":"And AI is probably the, the, you"},{"startTime":1915.221,"endTime":1917.951,"body":"know, largest innovation that's"},{"startTime":1917.951,"endTime":1919.0910000000001,"body":"happening across any industry."},{"startTime":1919.0910000000001,"endTime":1921.611,"body":"So it's not like you have to ignore"},{"startTime":1919.0910000000001,"endTime":1921.611,"body":"it and say, no, we're not doing"},{"startTime":1921.611,"endTime":1922.781,"body":"this 'cause it's not sustainable."},{"startTime":1923.471,"endTime":1926.621,"body":"What we have to be doing is"},{"startTime":1923.471,"endTime":1926.621,"body":"putting more pressure on how"},{"startTime":1926.621,"endTime":1929.634,"body":"those AI servers power themselves."},{"startTime":1930.114,"endTime":1932.394,"body":"I think there was just some news, I"},{"startTime":1930.114,"endTime":1932.394,"body":"think at the end of last year that"},{"startTime":1932.454,"endTime":1939.5240000000001,"body":"like I think one of the major, energy"},{"startTime":1932.454,"endTime":1939.5240000000001,"body":"companies is a natural gas powered"},{"startTime":1939.9740000000002,"endTime":1945.381,"body":"AI center, that's gonna power the"},{"startTime":1939.9740000000002,"endTime":1945.381,"body":"likes of, Google's ai and probably"},{"startTime":1945.381,"endTime":1947.0610000000001,"body":"ChatGPT, and a number of other ones."},{"startTime":1947.0610000000001,"endTime":1952.643,"body":"And on the good side is they're trying"},{"startTime":1947.0610000000001,"endTime":1952.643,"body":"to find ways to reduce those emissions by"},{"startTime":1952.643,"endTime":1958.0130000000001,"body":"90% by actually capturing the emissions"},{"startTime":1952.643,"endTime":1958.0130000000001,"body":"that are generated from them and, turn"},{"startTime":1958.0130000000001,"endTime":1961.893,"body":"them into or basically removing that,"},{"startTime":1958.0130000000001,"endTime":1961.893,"body":"that energy from the, the atmosphere."},{"startTime":1963.633,"endTime":1965.943,"body":"Hard to tell if this is real or"},{"startTime":1963.633,"endTime":1965.943,"body":"if this is actually something"},{"startTime":1965.943,"endTime":1967.0230000000001,"body":"they're gonna be able to do."},{"startTime":1967.2930000000001,"endTime":1972.863,"body":"We are kind of upset that these tech"},{"startTime":1967.2930000000001,"endTime":1972.863,"body":"giants are choosing to go with this"},{"startTime":1972.863,"endTime":1978.053,"body":"option as opposed to, building their"},{"startTime":1972.863,"endTime":1978.053,"body":"own, powering it by solar panels"},{"startTime":1978.053,"endTime":1982.583,"body":"and windmills and, you know, more"},{"startTime":1978.053,"endTime":1982.583,"body":"energy efficient or renewable energy."},{"startTime":1982.733,"endTime":1985.913,"body":"So I think what our industry is trying"},{"startTime":1982.733,"endTime":1985.913,"body":"to rally behind is like, how do we put"},{"startTime":1985.913,"endTime":1992.896,"body":"pressure on those big giants to use more"},{"startTime":1985.913,"endTime":1992.896,"body":"renewable energy and how do we use our"},{"startTime":1992.896,"endTime":1998.866,"body":"buying power to incentivise those that"},{"startTime":1992.896,"endTime":1998.866,"body":"are doing it and disincentivise that are"},{"startTime":1998.866,"endTime":2001.026,"body":"using that are not using renewable energy."},{"startTime":2001.626,"endTime":2004.6860000000001,"body":"So that's kind of been the, the new"},{"startTime":2001.626,"endTime":2004.6860000000001,"body":"focus in our industry and, you know,"},{"startTime":2004.836,"endTime":2010.506,"body":"how do we tackle and that kind of two"},{"startTime":2004.836,"endTime":2010.506,"body":"sides of the coin of AI being both"},{"startTime":2010.626,"endTime":2015.1960000000001,"body":"way more energy intensive but also an"},{"startTime":2010.626,"endTime":2015.1960000000001,"body":"opportunity to make things more efficient."},{"startTime":2016.766,"endTime":2017.056,"body":"Okay."},{"startTime":2017.0810000000001,"endTime":2018.851,"body":"And you mentioned that the ad tech in."},{"startTime":2018.911,"endTime":2022.181,"body":"Industry is thinking now"},{"startTime":2018.911,"endTime":2022.181,"body":"about going net zero."},{"startTime":2022.781,"endTime":2030.131,"body":"Is there a date set for that or is"},{"startTime":2022.781,"endTime":2030.131,"body":"it just a kind of pie in the sky?"},{"startTime":2030.221,"endTime":2037.661,"body":"Nice to have, and we all know that when"},{"startTime":2030.221,"endTime":2037.661,"body":"you are getting emissions out of a system,"},{"startTime":2038.0510000000002,"endTime":2041.471,"body":"the first 70, 80% is low hanging fruit."},{"startTime":2041.501,"endTime":2046.691,"body":"Typically the last 20, 30% is"},{"startTime":2041.501,"endTime":2046.691,"body":"the real hard to abate stuff, so."},{"startTime":2047.9360000000001,"endTime":2051.566,"body":"If there is a target in place, are"},{"startTime":2047.9360000000001,"endTime":2051.566,"body":"there plans on how to get there,"},{"startTime":2051.566,"endTime":2053.906,"body":"how to get to that full net zero?"},{"startTime":2055.5209999999997,"endTime":2055.821,"body":"Yeah."},{"startTime":2055.821,"endTime":2059.598,"body":"I mean the push across the industry"},{"startTime":2055.821,"endTime":2059.598,"body":"is, you know, there's that."},{"startTime":2059.938,"endTime":2064.598,"body":"2030 target that, you know, we need"},{"startTime":2059.938,"endTime":2064.598,"body":"to globally reduce our emissions by"},{"startTime":2064.808,"endTime":2071.208,"body":"2030, or we risk going above the two"},{"startTime":2064.808,"endTime":2071.208,"body":"degree Celsius average increase in"},{"startTime":2071.208,"endTime":2074.148,"body":"temperature, which is catastrophic"},{"startTime":2071.208,"endTime":2074.148,"body":"for the industry or for the world."},{"startTime":2074.628,"endTime":2079.208,"body":"So you're seeing a lot of movement"},{"startTime":2074.628,"endTime":2079.208,"body":"from companies making those somewhere"},{"startTime":2079.208,"endTime":2083.468,"body":"between 2030 and 2040, commitments to"},{"startTime":2079.208,"endTime":2083.468,"body":"net zero emissions, and that's happening."},{"startTime":2083.808,"endTime":2088.571,"body":"A lot of the major ad agencies,"},{"startTime":2083.808,"endTime":2088.571,"body":"that for hundreds of billions of"},{"startTime":2088.571,"endTime":2092.131,"body":"dollars in, in advertising spend"},{"startTime":2088.571,"endTime":2092.131,"body":"have made those commitments already."},{"startTime":2092.521,"endTime":2095.401,"body":"They're using their pressure then to"},{"startTime":2092.521,"endTime":2095.401,"body":"make sure ad tech companies like us"},{"startTime":2095.401,"endTime":2099.4410000000003,"body":"and other ones are also making our own"},{"startTime":2095.401,"endTime":2099.4410000000003,"body":"commitments in order to join some of"},{"startTime":2099.4410000000003,"endTime":2102.591,"body":"these industry working groups like Ad"},{"startTime":2099.4410000000003,"endTime":2102.591,"body":"Net Zero I was talking about, you have"},{"startTime":2102.591,"endTime":2106.924,"body":"to, commit to within a year, making"},{"startTime":2102.591,"endTime":2106.924,"body":"your commitments if you haven't already."},{"startTime":2107.684,"endTime":2112.174,"body":"So there has luckily been this like"},{"startTime":2107.684,"endTime":2112.174,"body":"pretty big movement a company by company"},{"startTime":2112.174,"endTime":2117.294,"body":"perspective to make these commitments"},{"startTime":2112.174,"endTime":2117.294,"body":"to net zero and then you know, tracking"},{"startTime":2117.294,"endTime":2121.274,"body":"those commitments through basically you"},{"startTime":2117.294,"endTime":2121.274,"body":"have to do them through SBTI, Science"},{"startTime":2121.274,"endTime":2125.471,"body":"Based Target Initiatives, and they"},{"startTime":2121.274,"endTime":2125.471,"body":"require certain fulfilling of that."},{"startTime":2125.608,"endTime":2130.498,"body":"There's also been a number of companies"},{"startTime":2125.608,"endTime":2130.498,"body":"pop up that are focused on the advertising"},{"startTime":2130.498,"endTime":2137.049,"body":"and tech industry of like, how, to"},{"startTime":2130.498,"endTime":2137.049,"body":"help them, measure your full scope of"},{"startTime":2137.049,"endTime":2140.539,"body":"emissions first and foremost, like what"},{"startTime":2137.049,"endTime":2140.539,"body":"are all the ad servers you're using?"},{"startTime":2140.539,"endTime":2141.199,"body":"What are your emissions?"},{"startTime":2141.199,"endTime":2142.099,"body":"How do you estimate that?"},{"startTime":2142.399,"endTime":2148.289,"body":"Starting with a baseline and then helping"},{"startTime":2142.399,"endTime":2148.289,"body":"you create a plan to move towards net zero"},{"startTime":2148.289,"endTime":2149.939,"body":"emissions and how you're gonna get there."},{"startTime":2150.614,"endTime":2153.879,"body":"And so what actually was interesting"},{"startTime":2150.614,"endTime":2153.879,"body":"at at Sharethrough is we started"},{"startTime":2153.879,"endTime":2155.174,"body":"that process a couple years ago."},{"startTime":2155.334,"endTime":2159.204,"body":"We were still kind of a small, medium"},{"startTime":2155.334,"endTime":2159.204,"body":"sized company, probably under 200 people."},{"startTime":2159.661,"endTime":2162.811,"body":"And we kind of did that ourselves with"},{"startTime":2159.661,"endTime":2162.811,"body":"one of these tech providers and made"},{"startTime":2162.811,"endTime":2164.821,"body":"our commitment to net zero by 2030."},{"startTime":2165.301,"endTime":2168.121,"body":"But now we're in the process"},{"startTime":2165.301,"endTime":2168.121,"body":"of merging with Equativ, who is"},{"startTime":2168.611,"endTime":2172.768,"body":"actually a, Paris based company"},{"startTime":2168.611,"endTime":2172.768,"body":"under different rules in the eu."},{"startTime":2173.2580000000003,"endTime":2176.858,"body":"And now that we've combined"},{"startTime":2173.2580000000003,"endTime":2176.858,"body":"forces, we're over 700 people."},{"startTime":2177.218,"endTime":2181.388,"body":"And actually we've reached that"},{"startTime":2177.218,"endTime":2181.388,"body":"threshold where we've reached the"},{"startTime":2181.388,"endTime":2185.968,"body":"next, rules in the EU of how we are"},{"startTime":2181.388,"endTime":2185.968,"body":"required to report on our sustainability"},{"startTime":2185.968,"endTime":2187.628,"body":"efforts, our net zero emissions."},{"startTime":2187.628,"endTime":2191.928,"body":"So it's actually been a really fascinating"},{"startTime":2187.628,"endTime":2191.928,"body":"process being involved in how doing"},{"startTime":2191.928,"endTime":2194.0480000000002,"body":"that on a much more global scale."},{"startTime":2194.108,"endTime":2195.128,"body":"Equativ is even more global."},{"startTime":2195.128,"endTime":2199.524,"body":"We have offices all throughout the"},{"startTime":2195.128,"endTime":2199.524,"body":"world from, Japan to California"},{"startTime":2199.524,"endTime":2200.244,"body":"and everywhere in between."},{"startTime":2200.634,"endTime":2203.584,"body":"So that, process of you know, we're,"},{"startTime":2200.634,"endTime":2203.584,"body":"we're starting to think about."},{"startTime":2204.889,"endTime":2207.459,"body":"First understanding where are"},{"startTime":2204.889,"endTime":2207.459,"body":"our greatest amount of emissions?"},{"startTime":2207.799,"endTime":2210.409,"body":"Mostly from like the"},{"startTime":2207.799,"endTime":2210.409,"body":"servers we use for instance."},{"startTime":2210.679,"endTime":2212.599,"body":"Also things like business"},{"startTime":2210.679,"endTime":2212.599,"body":"travel and other things."},{"startTime":2212.959,"endTime":2217.9790000000003,"body":"Where can we make, you know, immediate"},{"startTime":2212.959,"endTime":2217.9790000000003,"body":"changes to our policies around both"},{"startTime":2217.9790000000003,"endTime":2220.9790000000003,"body":"travel, but also like we're even"},{"startTime":2217.9790000000003,"endTime":2220.9790000000003,"body":"rethinking where some of our servers are."},{"startTime":2220.9790000000003,"endTime":2227.409,"body":"Like we realise some of our servers"},{"startTime":2220.9790000000003,"endTime":2227.409,"body":"are in either countries or states that"},{"startTime":2227.409,"endTime":2231.576,"body":"use, dirtier energy, coal powered, or"},{"startTime":2227.409,"endTime":2231.576,"body":"you know, whatever, whatever it is."},{"startTime":2231.856,"endTime":2237.889,"body":"And moving those to, countries or places"},{"startTime":2231.856,"endTime":2237.889,"body":"that have more access to renewable energy"},{"startTime":2238.259,"endTime":2242.669,"body":"which will immediately have a significant"},{"startTime":2238.259,"endTime":2242.669,"body":"impact on our reduction of our emissions."},{"startTime":2242.669,"endTime":2247.829,"body":"So, which been great to see like the,"},{"startTime":2242.669,"endTime":2247.829,"body":"this process, but also like what goes"},{"startTime":2247.829,"endTime":2252.469,"body":"into, like, how do you plan this as"},{"startTime":2247.829,"endTime":2252.469,"body":"a company and think more holistically"},{"startTime":2252.469,"endTime":2253.819,"body":"like in all your business decisions."},{"startTime":2253.819,"endTime":2257.719,"body":"Then, you know, because sustainability has"},{"startTime":2253.819,"endTime":2257.719,"body":"become a key value of our, our company."},{"startTime":2258.289,"endTime":2260.839,"body":"It's not just something we have"},{"startTime":2258.289,"endTime":2260.839,"body":"like, oh, let, let's write it on our"},{"startTime":2260.839,"endTime":2262.759,"body":"website and our values, and that's it."},{"startTime":2262.849,"endTime":2265.806,"body":"Like, it's something you actually have"},{"startTime":2262.849,"endTime":2265.806,"body":"to live and becomes part of your business"},{"startTime":2265.806,"endTime":2269.016,"body":"decisions, which I think is the key"},{"startTime":2265.806,"endTime":2269.016,"body":"thing for any organisation to become"},{"startTime":2269.016,"endTime":2271.536,"body":"more sustainable is how do you make"},{"startTime":2269.016,"endTime":2271.536,"body":"this part of your business decisions?"},{"startTime":2271.536,"endTime":2275.956,"body":"And luckily things like the CSRD like"},{"startTime":2271.536,"endTime":2275.956,"body":"holds you accountable and you have"},{"startTime":2275.956,"endTime":2279.946,"body":"to then which I think those forcing"},{"startTime":2275.956,"endTime":2279.946,"body":"functions are, are great and I applaud"},{"startTime":2279.946,"endTime":2281.686,"body":"those and we need more of those in the US"},{"startTime":2281.731,"endTime":2281.9410000000003,"body":"Yeah."},{"startTime":2282.3160000000003,"endTime":2283.996,"body":"they actually are coming state by state."},{"startTime":2283.996,"endTime":2287.5660000000003,"body":"There's gonna become more of"},{"startTime":2283.996,"endTime":2287.5660000000003,"body":"those requirements that hopefully"},{"startTime":2287.5660000000003,"endTime":2290.506,"body":"the federal government doesn't"},{"startTime":2287.5660000000003,"endTime":2290.506,"body":"shut down as they come through."},{"startTime":2290.506,"endTime":2295.498,"body":"But, which I think is gonna go a long"},{"startTime":2290.506,"endTime":2295.498,"body":"way into, going from companies that are"},{"startTime":2295.498,"endTime":2299.238,"body":"leaned into it are the only ones doing"},{"startTime":2295.498,"endTime":2299.238,"body":"it to companies have to do it because"},{"startTime":2300.088,"endTime":2301.763,"body":"the, you know, the policies require you."},{"startTime":2303.753,"endTime":2308.708,"body":"Sure for people who are"},{"startTime":2303.753,"endTime":2308.708,"body":"listening, regular internet users."},{"startTime":2309.368,"endTime":2314.408,"body":"What can they do, if anything,"},{"startTime":2309.368,"endTime":2314.408,"body":"to reduce their personal share"},{"startTime":2314.408,"endTime":2316.238,"body":"of the digital carbon pie?"},{"startTime":2316.238,"endTime":2320.438,"body":"Now, on the intro call, I did mention"},{"startTime":2316.238,"endTime":2320.438,"body":"that I'm a bit of a freeloader in"},{"startTime":2320.438,"endTime":2325.988,"body":"that sense, and I, I explained that I"},{"startTime":2320.438,"endTime":2325.988,"body":"am personally using a product called"},{"startTime":2326.338,"endTime":2330.608,"body":"Pi-hole, which is, it's actually"},{"startTime":2326.338,"endTime":2330.608,"body":"free because it's open source."},{"startTime":2331.351,"endTime":2334.598,"body":"And   you put it on a little"},{"startTime":2331.351,"endTime":2334.598,"body":"Raspberry pi computer, but basically"},{"startTime":2334.598,"endTime":2335.768,"body":"you can get it pre-installed."},{"startTime":2336.608,"endTime":2342.558,"body":"And what it does is it acts as a"},{"startTime":2336.608,"endTime":2342.558,"body":"little DNS server on your network."},{"startTime":2342.828,"endTime":2347.118,"body":"So here in my home environment,"},{"startTime":2342.828,"endTime":2347.118,"body":"for example, it's just another"},{"startTime":2347.118,"endTime":2348.498,"body":"device plugged into the wall."},{"startTime":2349.0080000000003,"endTime":2350.688,"body":"It's got its own IP address."},{"startTime":2350.718,"endTime":2353.388,"body":"It serves as a DNS server"},{"startTime":2350.718,"endTime":2353.388,"body":"for the entire network."},{"startTime":2353.568,"endTime":2355.0080000000003,"body":"And when you load a page."},{"startTime":2355.96,"endTime":2360.64,"body":"Any page on the internet that has ads,"},{"startTime":2355.96,"endTime":2360.64,"body":"the page that has ads then puts out a"},{"startTime":2360.64,"endTime":2367.2400000000002,"body":"call to the ad servers, and the Pi-hole"},{"startTime":2360.64,"endTime":2367.2400000000002,"body":"has a blacklist of all the ad servers."},{"startTime":2367.57,"endTime":2371.26,"body":"So that call out to the ad servers,"},{"startTime":2367.57,"endTime":2371.26,"body":"never gets to the ad servers."},{"startTime":2371.26,"endTime":2371.98,"body":"It gets dumped."},{"startTime":2372.43,"endTime":2376.06,"body":"And so the page loads and"},{"startTime":2372.43,"endTime":2376.06,"body":"you're not pulling in anything."},{"startTime":2376.06,"endTime":2378.79,"body":"You're not, the call isn't going out"},{"startTime":2376.06,"endTime":2378.79,"body":"to the ad server, so they're never hit."},{"startTime":2379.6,"endTime":2386.305,"body":"So there's a massive reduction there"},{"startTime":2379.6,"endTime":2386.305,"body":"in both network traffic on the network"},{"startTime":2386.5750000000003,"endTime":2392.065,"body":"and the carbon footprint of any pages"},{"startTime":2386.5750000000003,"endTime":2392.065,"body":"that we load on this home network here."},{"startTime":2392.515,"endTime":2394.045,"body":"So that's one."},{"startTime":2394.0750000000003,"endTime":2397.855,"body":"Now I know it's a little geeky, and"},{"startTime":2394.0750000000003,"endTime":2397.855,"body":"that's not the same as having an"},{"startTime":2397.855,"endTime":2400.165,"body":"ad blocker on your device because"},{"startTime":2397.855,"endTime":2400.165,"body":"when you have an ad blocker in your"},{"startTime":2400.165,"endTime":2401.605,"body":"device, it does pull the traffic in."},{"startTime":2401.605,"endTime":2402.5950000000003,"body":"It just doesn't display it."},{"startTime":2403.105,"endTime":2409.975,"body":"So for people listening who maybe"},{"startTime":2403.105,"endTime":2409.975,"body":"not as geeky as me and maybe wouldn't"},{"startTime":2409.975,"endTime":2412.375,"body":"know how to install a Pi-hole,"},{"startTime":2409.975,"endTime":2412.375,"body":"although it's not that complicated."},{"startTime":2412.675,"endTime":2416.515,"body":"What are other steps they can take to"},{"startTime":2412.675,"endTime":2416.515,"body":"reduce their share of the carbon pie?"},{"startTime":2417.384,"endTime":2421.614,"body":"Yeah, I mean, of course like, you know,"},{"startTime":2417.384,"endTime":2421.614,"body":"one of the ways is, know, cutting off"},{"startTime":2421.974,"endTime":2425.289,"body":"ads at the server level and making"},{"startTime":2421.974,"endTime":2425.289,"body":"sure these auctions never happen."},{"startTime":2426.014,"endTime":2429.614,"body":"Obviously if this is done at large"},{"startTime":2426.014,"endTime":2429.614,"body":"enough scale, that means the internet"},{"startTime":2429.614,"endTime":2431.564,"body":"just wouldn't be free anymore"},{"startTime":2429.614,"endTime":2431.564,"body":"though, because these, none of these"},{"startTime":2431.564,"endTime":2433.184,"body":"publishers could, could survive."},{"startTime":2433.3940000000002,"endTime":2437.294,"body":"I would love to see a version of"},{"startTime":2433.3940000000002,"endTime":2437.294,"body":"that that cuts off servers that"},{"startTime":2437.294,"endTime":2440.994,"body":"are running on you know, dirty"},{"startTime":2437.294,"endTime":2440.994,"body":"energy versus renewable energy."},{"startTime":2440.994,"endTime":2443.495,"body":"That'd be an awesome way to you"},{"startTime":2440.994,"endTime":2443.495,"body":"know, maybe we'll talk to the"},{"startTime":2443.495,"endTime":2445.389,"body":"Pi-hole people about how they can"},{"startTime":2445.415,"endTime":2446.295,"body":"It's open source."},{"startTime":2446.714,"endTime":2447.024,"body":"Right?"},{"startTime":2447.024,"endTime":2447.174,"body":"Yeah."},{"startTime":2447.464,"endTime":2447.814,"body":"There we go."},{"startTime":2448.264,"endTime":2452.614,"body":"But I think from a broader level,"},{"startTime":2448.264,"endTime":2452.614,"body":"it's hard to tell consumers"},{"startTime":2452.614,"endTime":2457.1440000000002,"body":"to limit their internet usage"},{"startTime":2452.614,"endTime":2457.1440000000002,"body":"because of the emissions factor."},{"startTime":2457.1440000000002,"endTime":2458.1040000000003,"body":"Like, no one's gonna do that."},{"startTime":2458.918,"endTime":2461.078,"body":"I think you can think about things"},{"startTime":2458.918,"endTime":2461.078,"body":"like, especially with the growth of"},{"startTime":2461.078,"endTime":2466.248,"body":"AI and knowing, I, I forget the stats"},{"startTime":2461.078,"endTime":2466.248,"body":"are, but like, if you look at the, the"},{"startTime":2466.248,"endTime":2470.898,"body":"stats of how much energy is required"},{"startTime":2466.248,"endTime":2470.898,"body":"on a single AI prompt versus say like a"},{"startTime":2471.168,"endTime":2473.958,"body":"Google search, it's like 30 times more."},{"startTime":2474.138,"endTime":2477.708,"body":"Especially if you're generating images,"},{"startTime":2474.138,"endTime":2477.708,"body":"then it's like a hundred times more."},{"startTime":2477.7580000000003,"endTime":2479.558,"body":"It just takes so much"},{"startTime":2477.7580000000003,"endTime":2479.558,"body":"more computing power."},{"startTime":2479.978,"endTime":2485.5480000000002,"body":"So think that's, especially as we"},{"startTime":2479.978,"endTime":2485.5480000000002,"body":"look into the future of where like"},{"startTime":2485.573,"endTime":2487.288,"body":"the, the biggest changes you can make."},{"startTime":2488.398,"endTime":2490.438,"body":"Don't just, yeah, I know."},{"startTime":2490.438,"endTime":2490.768,"body":"It's fun."},{"startTime":2490.768,"endTime":2491.938,"body":"It's been fun to experiment with ai."},{"startTime":2491.938,"endTime":2494.308,"body":"I've been doing a lot of it and just"},{"startTime":2491.938,"endTime":2494.308,"body":"like understanding what you can and can't"},{"startTime":2494.308,"endTime":2498.748,"body":"do, but also think about like every time"},{"startTime":2494.308,"endTime":2498.748,"body":"you're generating, you know, 30 different"},{"startTime":2498.748,"endTime":2503.0080000000003,"body":"silly images or something on ai, how"},{"startTime":2498.748,"endTime":2503.0080000000003,"body":"much energy is required to do that?"},{"startTime":2503.338,"endTime":2505.558,"body":"I think the more you aware of that,"},{"startTime":2503.338,"endTime":2505.558,"body":"maybe you think about, okay, maybe"},{"startTime":2505.558,"endTime":2507.058,"body":"I don't need to use AI for this."},{"startTime":2507.058,"endTime":2511.738,"body":"Or like, how can you use lower"},{"startTime":2507.058,"endTime":2511.738,"body":"ener energy intensive ways of"},{"startTime":2511.738,"endTime":2513.268,"body":"getting answers like we used to."},{"startTime":2513.598,"endTime":2516.668,"body":"Using AI for more specific reasons."},{"startTime":2517.0280000000002,"endTime":2521.5280000000002,"body":"I think that's, that's where we can make"},{"startTime":2517.0280000000002,"endTime":2521.5280000000002,"body":"probably a, a largest immediate impact of"},{"startTime":2521.5280000000002,"endTime":2525.158,"body":"just like, creating awareness around the"},{"startTime":2521.5280000000002,"endTime":2525.158,"body":"things that generate the most emissions."},{"startTime":2525.518,"endTime":2528.518,"body":"I mean, there's other things, of course,"},{"startTime":2525.518,"endTime":2528.518,"body":"that you can do with your own devices and"},{"startTime":2528.518,"endTime":2532.9030000000002,"body":"like, you know, making sure that you don't"},{"startTime":2528.518,"endTime":2532.9030000000002,"body":"keep things on and running all day long"},{"startTime":2532.9030000000002,"endTime":2534.833,"body":"and unplugging things, we don't use them."},{"startTime":2534.833,"endTime":2538.193,"body":"And, you know, some of those things"},{"startTime":2534.833,"endTime":2538.193,"body":"that just from a more tangible energy,"},{"startTime":2538.313,"endTime":2542.943,"body":"perspective or, you know, let things run"},{"startTime":2538.313,"endTime":2542.943,"body":"in a, in a room that you're not in if"},{"startTime":2542.943,"endTime":2545.373,"body":"you're letting, you know, videos load"},{"startTime":2542.943,"endTime":2545.373,"body":"or you know, whatever, whatever it is."},{"startTime":2545.8830000000003,"endTime":2548.756,"body":"I'm not gonna tell consumers"},{"startTime":2545.8830000000003,"endTime":2548.756,"body":"to, reduce their internet usage."},{"startTime":2548.786,"endTime":2550.766,"body":"I mean, maybe you should for your"},{"startTime":2548.786,"endTime":2550.766,"body":"own, like mental health and other"},{"startTime":2550.766,"endTime":2553.7960000000003,"body":"reasons in some get off some of things,"},{"startTime":2550.766,"endTime":2553.7960000000003,"body":"but that's a whole nother story."},{"startTime":2554.166,"endTime":2558.396,"body":"But yeah, I think it's just having"},{"startTime":2554.166,"endTime":2558.396,"body":"awareness around what generates emissions"},{"startTime":2558.756,"endTime":2562.056,"body":"and just thinking, you know, at least"},{"startTime":2558.756,"endTime":2562.056,"body":"considering that in, in the way that"},{"startTime":2562.056,"endTime":2567.509,"body":"you use, connected devices and whether"},{"startTime":2562.056,"endTime":2567.509,"body":"this really needs to be done this way."},{"startTime":2567.619,"endTime":2569.4790000000003,"body":"You know, especially as it"},{"startTime":2567.619,"endTime":2569.4790000000003,"body":"relates to ai, I think would be"},{"startTime":2569.569,"endTime":2570.649,"body":"probably have the biggest impact."},{"startTime":2572.01,"endTime":2574.455,"body":"Cool left field question for you, Frank."},{"startTime":2574.935,"endTime":2580.705,"body":"If you could have any person or character,"},{"startTime":2574.935,"endTime":2580.705,"body":"alive or dead, real or fictional"},{"startTime":2581.135,"endTime":2586.71,"body":"as a champion for net zero digital"},{"startTime":2581.135,"endTime":2586.71,"body":"advertising, who would it be and why?"},{"startTime":2589.474,"endTime":2591.004,"body":"You know, it's funny, we were"},{"startTime":2589.474,"endTime":2591.004,"body":"talking about this at the"},{"startTime":2591.044,"endTime":2592.184,"body":"at the Green Media Summit."},{"startTime":2592.574,"endTime":2595.8740000000003,"body":"There's been like, we actually"},{"startTime":2592.574,"endTime":2595.8740000000003,"body":"spoke to Ed Begley Jr. Who's,"},{"startTime":2595.985,"endTime":2596.205,"body":"Ah."},{"startTime":2596.654,"endTime":2599.204,"body":"one of those actors who's been in"},{"startTime":2596.654,"endTime":2599.204,"body":"like everything, but he's one of the"},{"startTime":2599.264,"endTime":2602.494,"body":"like, he's been one of the biggest"},{"startTime":2599.264,"endTime":2602.494,"body":"environmental proponents in Hollywood."},{"startTime":2602.494,"endTime":2605.134,"body":"He's shown up to Hollywood Awards"},{"startTime":2602.494,"endTime":2605.134,"body":"on his bike that made a lot of"},{"startTime":2605.134,"endTime":2608.134,"body":"news and, you know, I think in"},{"startTime":2605.134,"endTime":2608.134,"body":"the, you know, decades ago too."},{"startTime":2608.134,"endTime":2609.341,"body":"So he's been doing this for a long time."},{"startTime":2609.824,"endTime":2613.498,"body":"So we had a great interview with him"},{"startTime":2609.824,"endTime":2613.498,"body":"on stage and he was showing examples"},{"startTime":2613.498,"endTime":2617.763,"body":"of how like Hollywood has helped make"},{"startTime":2613.498,"endTime":2617.763,"body":"difference in people's lives and different"},{"startTime":2617.763,"endTime":2619.833,"body":"champions of actors that have done things."},{"startTime":2619.838,"endTime":2621.4230000000002,"body":"I, I, I forgot the exact example."},{"startTime":2621.4230000000002,"endTime":2624.073,"body":"He was talking about The Fonz"},{"startTime":2621.4230000000002,"endTime":2624.073,"body":"from Happy Days and how he had"},{"startTime":2624.433,"endTime":2625.663,"body":"helped impact the whole industry."},{"startTime":2625.663,"endTime":2626.593,"body":"I exactly what it was."},{"startTime":2626.893,"endTime":2629.743,"body":"But we joked on stage that"},{"startTime":2626.893,"endTime":2629.743,"body":"like, like what do we need from"},{"startTime":2629.743,"endTime":2631.033,"body":"a sustainability perspective?"},{"startTime":2631.193,"endTime":2633.233,"body":"You asked the question specific"},{"startTime":2631.193,"endTime":2633.233,"body":"to digital advertising."},{"startTime":2633.593,"endTime":2638.1530000000002,"body":"I'm thinking about this like globally,"},{"startTime":2633.593,"endTime":2638.1530000000002,"body":"like we need more spokespeople that"},{"startTime":2638.1530000000002,"endTime":2643.708,"body":"are gonna help consumers think more"},{"startTime":2638.1530000000002,"endTime":2643.708,"body":"about their, not just their individual"},{"startTime":2643.708,"endTime":2649.248,"body":"sustainable impact, but also how they"},{"startTime":2643.708,"endTime":2649.248,"body":"vote and how they use their consumer good"},{"startTime":2649.248,"endTime":2651.183,"body":"to help improve sustainability globally."},{"startTime":2651.183,"endTime":2655.083,"body":"And we were joking that like, I think"},{"startTime":2651.183,"endTime":2655.083,"body":"what we need is we need Taylor Swift,"},{"startTime":2655.113,"endTime":2660.363,"body":"we need Taylor Swift, or someone with"},{"startTime":2655.113,"endTime":2660.363,"body":"a enormous following that, says one"},{"startTime":2660.363,"endTime":2662.643,"body":"thing and it can change the world."},{"startTime":2662.643,"endTime":2665.333,"body":"And there's not many of those"},{"startTime":2662.643,"endTime":2665.333,"body":"celebrities with as, as big"},{"startTime":2665.333,"endTime":2666.713,"body":"influence these these days."},{"startTime":2666.713,"endTime":2670.389,"body":"But someone like that, they say"},{"startTime":2666.713,"endTime":2670.389,"body":"one thing and the world follows."},{"startTime":2670.489,"endTime":2673.559,"body":"So I, I guess I'll pick Taylor Swift for"},{"startTime":2670.489,"endTime":2673.559,"body":"now until I think of a better answer."},{"startTime":2673.625,"endTime":2673.915,"body":"Okay."},{"startTime":2675.21,"endTime":2675.6,"body":"Okay."},{"startTime":2675.6,"endTime":2676.08,"body":"That works."},{"startTime":2676.17,"endTime":2676.62,"body":"That works."},{"startTime":2676.62,"endTime":2676.89,"body":"Great."},{"startTime":2677.4900000000002,"endTime":2679.35,"body":"Frank, we're coming towards"},{"startTime":2677.4900000000002,"endTime":2679.35,"body":"the end of the podcast now."},{"startTime":2679.35,"endTime":2684.78,"body":"Is there any question I didn't ask that"},{"startTime":2679.35,"endTime":2684.78,"body":"you wish I did or any aspect of this we"},{"startTime":2684.78,"endTime":2687.6,"body":"haven't touched on that you think it's"},{"startTime":2684.78,"endTime":2687.6,"body":"important for people to be aware of?"},{"startTime":2689.434,"endTime":2694.334,"body":"No, I think we really covered a large"},{"startTime":2689.434,"endTime":2694.334,"body":"base of advertising's influence, how"},{"startTime":2694.334,"endTime":2697.459,"body":"much we do generate emissions and"},{"startTime":2694.334,"endTime":2697.459,"body":"the impact we can have  globally and"},{"startTime":2697.459,"endTime":2701.7780000000002,"body":"hopefully, learning I think what, what"},{"startTime":2697.459,"endTime":2701.7780000000002,"body":"other industries can take out of what"},{"startTime":2701.7780000000002,"endTime":2706.411,"body":"we've learned so far is how do you"},{"startTime":2701.7780000000002,"endTime":2706.411,"body":"kind of champion the industry together?"},{"startTime":2706.411,"endTime":2709.631,"body":"I think the one thing we've done really"},{"startTime":2706.411,"endTime":2709.631,"body":"well is working pre-competitively."},{"startTime":2709.651,"endTime":2712.4610000000002,"body":"So like there's competitors,"},{"startTime":2709.651,"endTime":2712.4610000000002,"body":"working with competitors on how do"},{"startTime":2712.4610000000002,"endTime":2716.581,"body":"we create better standards around"},{"startTime":2712.4610000000002,"endTime":2716.581,"body":"measuring emissions as an industry."},{"startTime":2717.301,"endTime":2722.221,"body":"And, you know, the rising tide floats all"},{"startTime":2717.301,"endTime":2722.221,"body":"boats thought process, I think is key for,"},{"startTime":2722.512,"endTime":2726.052,"body":"a lot of industries that yes, you want"},{"startTime":2722.512,"endTime":2726.052,"body":"to have your own competitive advantage,"},{"startTime":2726.112,"endTime":2727.6420000000003,"body":"but you also kind of wanna work together."},{"startTime":2727.6420000000003,"endTime":2730.742,"body":"And if we're all doing this"},{"startTime":2727.6420000000003,"endTime":2730.742,"body":"together, it's gonna help improve the"},{"startTime":2730.742,"endTime":2732.6620000000003,"body":"sustainability of the entire industry."},{"startTime":2732.6620000000003,"endTime":2735.9320000000002,"body":"And that's kinda what we need from"},{"startTime":2732.6620000000003,"endTime":2735.9320000000002,"body":"every industry is doing this in their"},{"startTime":2735.9320000000002,"endTime":2739.706,"body":"own version and creating their own"},{"startTime":2735.9320000000002,"endTime":2739.706,"body":"trade groups that are, focused on"},{"startTime":2739.886,"endTime":2743.811,"body":"the sustainability of that, industry"},{"startTime":2739.886,"endTime":2743.811,"body":"and using their buying power."},{"startTime":2743.811,"endTime":2746.481,"body":"Where, where, who has the most buying"},{"startTime":2743.811,"endTime":2746.481,"body":"power in your industry and how can"},{"startTime":2746.481,"endTime":2751.071,"body":"they use more of their influence"},{"startTime":2746.481,"endTime":2751.071,"body":"to accelerate sustainability?"},{"startTime":2751.071,"endTime":2754.343,"body":"And you've seen this even from"},{"startTime":2751.071,"endTime":2754.343,"body":"like, consumer packaged goods."},{"startTime":2754.4030000000002,"endTime":2758.453,"body":"I took a Harvard Business School"},{"startTime":2754.4030000000002,"endTime":2758.453,"body":"course, on business sustainability."},{"startTime":2758.453,"endTime":2762.593,"body":"And they had a lot of amazing"},{"startTime":2758.453,"endTime":2762.593,"body":"case studies of brands."},{"startTime":2762.593,"endTime":2765.683,"body":"Everyone from like Walmart"},{"startTime":2762.593,"endTime":2765.683,"body":"to even Lipton Tea."},{"startTime":2765.743,"endTime":2769.483,"body":"Like, like I think they had a great"},{"startTime":2765.743,"endTime":2769.483,"body":"case study of them pressuring their,"},{"startTime":2769.583,"endTime":2772.973,"body":"basically tea farmers to become"},{"startTime":2769.583,"endTime":2772.973,"body":"more organic and sustainable, or"},{"startTime":2772.973,"endTime":2774.263,"body":"they're gonna move on to other ones."},{"startTime":2774.263,"endTime":2779.273,"body":"And by doing so, it actually impacted"},{"startTime":2774.263,"endTime":2779.273,"body":"the entire tea industry and way"},{"startTime":2779.273,"endTime":2783.143,"body":"more organic tea farmers popped up"},{"startTime":2779.273,"endTime":2783.143,"body":"because of it and they have way more"},{"startTime":2783.143,"endTime":2786.273,"body":"sustainable practices 'cause they"},{"startTime":2783.143,"endTime":2786.273,"body":"wanted to keep up with that competition."},{"startTime":2786.273,"endTime":2789.453,"body":"So there's a lot of great"},{"startTime":2786.273,"endTime":2789.453,"body":"case studies like that within"},{"startTime":2790.263,"endTime":2791.163,"body":"different types of industries."},{"startTime":2791.163,"endTime":2794.148,"body":"And so I, I guess I would encourage"},{"startTime":2791.163,"endTime":2794.148,"body":"whatever industry you're in to,"},{"startTime":2794.148,"endTime":2797.5080000000003,"body":"like look at some of those case"},{"startTime":2794.148,"endTime":2797.5080000000003,"body":"studies, help share those stories."},{"startTime":2797.668,"endTime":2800.788,"body":"And I think the, our mantra"},{"startTime":2797.668,"endTime":2800.788,"body":"has always been purpose and"},{"startTime":2800.788,"endTime":2802.438,"body":"profitability can work together."},{"startTime":2802.828,"endTime":2806.038,"body":"And there's a lot of examples in"},{"startTime":2802.828,"endTime":2806.038,"body":"pretty much every industry of how"},{"startTime":2806.248,"endTime":2808.288,"body":"that can be done in a successful way."},{"startTime":2808.513,"endTime":2810.643,"body":"And I think we need every industry"},{"startTime":2808.513,"endTime":2810.643,"body":"kind of working towards that."},{"startTime":2811.764,"endTime":2812.064,"body":"Lovely."},{"startTime":2812.274,"endTime":2812.484,"body":"Yep."},{"startTime":2812.544,"endTime":2812.994,"body":"Very nice."},{"startTime":2813.6240000000003,"endTime":2816.864,"body":"Frank, if people would like to know"},{"startTime":2813.6240000000003,"endTime":2816.864,"body":"more about yourself or any of the things"},{"startTime":2816.864,"endTime":2819.384,"body":"we discussed in the podcast today,"},{"startTime":2816.864,"endTime":2819.384,"body":"where would you have me direct them?"},{"startTime":2820.573,"endTime":2820.813,"body":"Yeah."},{"startTime":2820.813,"endTime":2822.628,"body":"If you wanna learn more about, you"},{"startTime":2820.813,"endTime":2822.628,"body":"know, we're, we're two companies"},{"startTime":2822.628,"endTime":2829.648,"body":"becoming one, but Sharethrough.com is"},{"startTime":2822.628,"endTime":2829.648,"body":"Sharethrough Equativ is E-Q-U-A-T-I v.com."},{"startTime":2829.868,"endTime":2831.568,"body":"There's also our Green Media Summit."},{"startTime":2831.568,"endTime":2834.088,"body":"If you're interested in learning"},{"startTime":2831.568,"endTime":2834.088,"body":"more about that, that event"},{"startTime":2834.148,"endTime":2835.918,"body":"it's green media summit.com."},{"startTime":2836.218,"endTime":2841.468,"body":"We're hoping to do one in London"},{"startTime":2836.218,"endTime":2841.468,"body":"sometime the second half of 2025."},{"startTime":2841.468,"endTime":2844.698,"body":"So, maybe by the time this this"},{"startTime":2841.468,"endTime":2844.698,"body":"is released, we'll have more"},{"startTime":2844.698,"endTime":2847.668,"body":"information on green media summit.com"},{"startTime":2844.698,"endTime":2847.668,"body":"if you're interested in attending"},{"startTime":2847.668,"endTime":2849.138,"body":"that event or learning more."},{"startTime":2849.568,"endTime":2851.768,"body":"But yeah, those are some"},{"startTime":2849.568,"endTime":2851.768,"body":"good places to start."},{"startTime":2852.578,"endTime":2855.244,"body":"Great, I'll put links to those in"},{"startTime":2852.578,"endTime":2855.244,"body":"the show notes of the episode as"},{"startTime":2855.244,"endTime":2857.014,"body":"well, so everyone has access to them."},{"startTime":2857.494,"endTime":2858.664,"body":"Frank, that's been really interesting."},{"startTime":2858.664,"endTime":2860.224,"body":"Thanks for coming in the podcast today."},{"startTime":2861.163,"endTime":2862.123,"body":"Absolutely, thanks for having me, Tom."},{"startTime":2862.702,"endTime":2864.572,"body":"Okay, we've come to the end of the show."},{"startTime":2865.292,"endTime":2866.402,"body":"Thanks everyone for listening."},{"startTime":2867.262,"endTime":2871.4120000000003,"body":"If you'd like to know more about the"},{"startTime":2867.262,"endTime":2871.4120000000003,"body":"Climate Confident podcast, feel free to"},{"startTime":2871.422,"endTime":2875.332,"body":"drop me an email to tomraftery at outlook."},{"startTime":2875.582,"endTime":2879.062,"body":"com or message me on LinkedIn or Twitter."},{"startTime":2879.632,"endTime":2883.372,"body":"If you like the show, please don't"},{"startTime":2879.632,"endTime":2883.372,"body":"forget to click follow on it in your"},{"startTime":2883.3920000000003,"endTime":2887.872,"body":"podcast application of choice to get new"},{"startTime":2883.3920000000003,"endTime":2887.872,"body":"episodes as soon as they're published."},{"startTime":2888.502,"endTime":2891.462,"body":"Also, please don't forget to"},{"startTime":2888.502,"endTime":2891.462,"body":"rate and review the podcast."},{"startTime":2891.6620000000003,"endTime":2894.192,"body":"It really does help new"},{"startTime":2891.6620000000003,"endTime":2894.192,"body":"people to find the show."},{"startTime":2895.282,"endTime":2895.732,"body":"Thanks."},{"startTime":2896.402,"endTime":2897.322,"body":"Catch you all next time."}]}