Adlook, a demand-side platform that has just opened to the US market, is seeing green.

The company, which was incubated within the ad-tech group RTB House and is currently operating in France, the UK, and Latin America, has created a bidding tool that lets brands use carbon emissions data when optimizing their ad buys.

The tool, called Greenpath, was created alongside Scope3, an ad-tech company that measures emissions from digital ads. While programmatic bids tend to center around price, publisher, and targeting, Adlook claims Greenpath can fold in emissions data, prioritizing publishers that it identifies as having lower emissions, aiming to “expedite the adaptation of more sustainable media practices.”

“We’re taking [Scope3’s] data in real time and integrating it into our bidder,” Patrick Gut, VP and head of sales for Adlook’s US business, said. According to Gut, the DSP will “serve the impression on the lowest carbon-emitting path” while still accounting for a brand’s performance objectives.

The company will charge advertisers by CPM, though Gut declined to share the names of specific companies that have used the DSP. He noted that IPG has tested the tool, with results to be published later on.

An ad impression’s carbon footprint depends on a number of factors, though lighter ad loads tend to have less of an impact. Made-for-advertising sites, however, are likely responsible for a “tremendous amount of emissions,” Gut said.

Though maybe less tangible than phasing out plastic toys from Happy Meals, the DSP is the latest in a long line of tools aimed at addressing ad tech’s impact on climate.

Continue reading here.—RB

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But how, exactly? Say hello to MNTN VIVA, MNTN’s new innovative video creative platform. This lifesaver combines some of the best generative AI tools out there with an intuitive editing environment built specifically for marketers. And it’s set to launch later this year.

MNTN VIVA is the reel deal. (Sorry.) Integrations and API calls with generative platforms like OpenAI, SOUNDRAW, and ElevenLabs make it super easy to create award-worthy visuals, scripts, music, and voiceovers. Ready for your close-up?

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Day Two of Cannes was, in a word, windy. It took all my strength not to get choked by my press-badge lanyard.

It’s true what they say: Even by day two, you really do start running into the same people consistently. That goes for famous people too. I’ve seen Paris Hilton twice now.

At MediaLink Beach, I saw Kevin Hart (for the first time) at a panel and spoke with UTA’s co-head of marketing, David Anderson, who said the influencer presence at Cannes is second only to AI in terms of hot topics this year, comparing the two to the barbell theory.

“I think we’re hearing a lot about efficiency on one end, and how something like AI can bring that forward,” he said. On the other end, he said they’re also hearing about how brands can double down on relationships with creators.

Earlier in the day, I visited Meta Beach, where I spoke with Nicola Mendelsohn, head of Meta’s global business group, about (you guessed it!) AI. Originally a TikToker, Rod was also on the scene for a panel on how creators are using Reels. We respect the hustle.

I also stopped by the Next Level Climate Summit, where a small group gathered off the Boulevard de la Croisette for a panel to watch Rob McFaul of Purpose Disruptors discuss agency campaigns tackling climate change. Also present at the summit was co-sponsor Clean Creatives, who couldn’t avoid the influencer pull of Cannes either. The group has put up flyers around town asking to take Emma Chamberlain to coffee.

Notably absent on the climate front this year is Greenpeace, which made its presence known in a big way last year with its climate protests. Now, like Twitter, it is but a faint Cannes memory.

After some industry schmoozing over drinks and dinner, the night capped off with the first of Spotify’s two-day concert series, featuring Jack Harlow and Florence + The Machine. If anyone’s gonna perform on a windy day, who better than a barefoot Florence in a flowy dress? Unfortunately, we can’t say the same about Jack Harlow’s khaki pants.—KH

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Jef Moore is group creative director at marketing agency Mosaic North America.

How would you describe your job to someone who doesn’t work in marketing? Trust that I’ve tried to explain this to my dad, who was a human resources manager for 45 years, many times. The simplest way I’ve learned to put it is this: I spend a third of my day thinking of ideas, a third of my day writing them down, and a third of my day talking about them. 

Favorite project you’ve worked on? They say you always remember your first love, and for me, my first big opportunity was pitching on a massive summer campaign for Heinz ketchup called the Heinz GIF Shop. The insight was that Heinz ketchup is the taste of summer in a bottle, so we thought, why not put some of people’s most iconic Canadian moments on the bottle inside the friendly confines of our keystone label. To take it a step further, we turned those personalized bottles into interactive GIFs using AR technology.

What’s your favorite ad campaign? Apple: Think Different is still the Holy Grail, but I like campaigns that blur the lines between advertising and experiential. A few that I always reference are the Nike Chalkbot for its innovation, Skittles: The Musical for bravely hacking the system, Pedigree SelfieStix for being simple and clever, not complicated and expensive, and Burger King: The Stevenage Challenge for its way in at gaming—a space that’s hard to get into in a meaningful way.

There are a lot of bad marketing tips out there. These aren’t those.

Grimacing: A look at how McDonald’s Grimace shake is leveraging nostalgia marketing.

Tool belt: Omnicom is planning to roll out a generative AI tool for its employees to help with things like media plan creation.

Sound off: The CSO of Ad Fontes Media wrote an op-ed in Ad Age on “why brands must invest in journalism.”

PLOT TWIST: Video marketing is about to experience its own canon event. MNTN VIVA combines top-notch generative AI tools with an intuitive editing environment that’ll get your marketing into the limelight. Check it out.*

Main character energy: As the influencer marketing industry approaches $21b, Captiv8 is bringing that magic to Cannes Lions with activations. Learn how brands are reimagining influencer strategies.

^{*This is sponsored advertising content.}

Quote: “Today’s AI promoters are trying to have it both ways: They insist that AI is crossing a profound boundary into untrodden territory with unfathomable risks. But they also define AI so broadly as to include almost any large-scale, statistically-driven computer program.”—Axios, on how the tech industry is playing loose with the term AI

Explainer: Politico details how Montana was able to pass “the strongest privacy law among red states.”

Read: “After Bud Light debacle, AB InBev takes a bow at ad-biz Oscars” (the Wall Street Journal)

Huh? Havas has a new division dedicated to wellness and entertainment called “Welltainment.”