PubMatic today announced that all of the energy which powers its data centres now comes from renewable sources, a significant landmark as the business pursues a broader sustainability plan.
We’ve seen increasing discussion across the industry on the various ways in which advertising contributes to climate change. And programmatic technologies, given the volume and data and vast numbers of transactions involved, have come in for particular scrutiny.
But PubMatic says it’s taken a sizeable step in cutting down its own emissions by investing in renewable energy for its own data centres. The company says this involved collaborating with data centre colocation providers and procurement of qualified renewable energy through virtual power purchase agreements (vPPA) and retail supply agreements. The fact that the company owns and operates its own hardware within the third-party data centres it works with made switching to renewable sources a lot easier, says PubMatic.
“The digital advertising supply chain of the future will be transparent and efficient, and it will also be responsible,” said Rajeev Goel, co-founder and CEO of PubMatic. “The advertising industry must focus on reducing its environmental impact and prioritise sustainability in infrastructure and operational practices.”
Of course, power supply for data centres is just one piece of the puzzle, but it’s a very significant one. PubMatic says 90 percent of its energy expenditure comes from ten global data centres.
And the company will continue looking at other ways to make its business more sustainable -PubMatic plans to develop and publish specific goals by the end of 2022 focused on improving sustainability across its owned and operated data centres, offices, and daily business processes with customers and partners.
“I am proud of what PubMatic has been able to achieve to date, and it is just the first step towards building a more environmentally sustainable business,” said CEO Goel.