At DMEXCO 2024, PYURE and UBIRCH announced a strategic partnership to enhance transparency in ESG data and sustainability in digital marketing. Both companies offer SaaS solutions for media companies such as publishers, agencies, and advertisers, which reduce the CO2 emissions of campaigns across multiple channels, improve performance, and provide comprehensive primary data for CSRD reporting for companies subject to reporting obligations.

Berlin / Cologne, September 17, 2024 – PYURE, the leading SustainTech provider for measuring, analyzing, and reducing campaign emissions (CO2e) in the DACH region, and the German technology provider UBIRCH are entering a strategic partnership. The goal of the cooperation is to raise awareness of sustainability in digital advertising (Sustainability in Advertising) as well as the responsibility of the media industry (Responsible Media) and to support it with an integrated solution.

"Our mission is to help advertisers first capture, understand, and comprehensively reduce CO2 emissions in their digital advertising activities – across all activities and channels," said Francois Roloff, Co-Founder and Managing Partner of PYURE. Stephan Noller, CEO of UBIRCH, adds: "Reducing greenhouse gas emissions should no longer be just an ambitious goal today, but an indispensable foundation for all digital advertising activities." With their tailor-made SaaS solutions, PYURE and UBIRCH offer a comprehensive platform that enables advertisers to measure, analyze, reduce CO2 emissions, and optimize campaign performance in near real-time – always with an eye on the requirements and compliance with the EU Directive on Sustainability Reporting (Corporate Sustainability Reporting Directive – CSRD), which has been mandatory since 2024 for listed companies with more than 500 employees. Starting in 2025, large corporations with more than 250 employees and €50 million in annual sales will be required to report for the year 2025. These companies are already looking for integrated solutions to meet the newly established reporting requirements in the German Commercial Code (HGB).

Sustainability for Digital Campaigns – In Real Time

With their fully integrated tech stack, PYURE and UBIRCH offer the first comprehensive solution to optimize digital campaigns in near real-time. This ESG stack (Environment, Social, Governance) covers the entire process chain – from the collection of primary data to the dynamic optimization of campaigns. Advertisers gain detailed insights into their Scope 3 emissions (indirect emissions from the supply chain), improve the environmental impact of their campaigns, and continuously document them. The result is significant CO2 savings with simultaneous performance increases, easily closing today's reporting gaps in advertising measures and their inherent climate impact. The aim here is to support the intention of the CSRD by simplifying the upstream processes. This combined ESG stack from PYURE and UBIRCH is also the first offering on the market to integrate the GHG Calculator developed by IAB Europe and the industry-standard embedded within it.

CO2 Footprint Analysis – In Real Time

"With 85 million tons of CO2 emissions, the advertising industry in Germany is a significant climate factor. This is 36 times more than all domestic air travel. These figures underscore the urgent need to reduce CO2 emissions by advertisers. Through innovative solutions such as UBIRCH's climate targeting, companies can make their marketing strategies sustainable and thus make a real contribution to climate protection," said Noller. UBIRCH specializes in providing ESG and climate data. UBIRCH's ESG platform enables companies to securely share and widely use their ESG data.

Another milestone in the collaboration is the real-time calculation of the ecological footprint of a product or service. Dynamic Product Carbon Footprints (PCFs) take into account industry-specific characteristics and enable advertisers to continuously calculate and flexibly manage their emissions during campaigns. PYURE, through the integration of its technology, offers a drastic reduction in CO2 emissions by up to 90%, while UBIRCH ensures the necessary data transparency through the ESG Data Exchange Network.

"The DMEXCO is the perfect stage to share our vision of sustainable and responsible advertising," said Roloff. "Our SaaS solutions give companies full control over their Scope 3 emissions and help sustainably reduce the CO2 footprint of their campaigns. We invite all media companies to actively participate in a transparent sustainability approach – focusing on transparency rather than ratings."

About PYURE: PYURE is a leader in CO2 measurement, analysis, and reduction for digital advertising campaigns in the DACH region. The company offers the first SaaS platform powered by IMPACT+ for the decarbonization of online advertising for advertisers, media companies, media agencies, and AdTech companies, making online advertising climate-neutral and more efficient through automation. With its European technology, PYURE achieves CO2 savings of up to 90%, while simultaneously improving campaign performance – more cost-efficient and sustainable than CO2 offsetting. The company, based in Berlin, was founded in 2024 by Francois Roloff and Eric Urdahl and currently employs 5 people.
For more information, visit:
https://www.pyure.ai

About UBIRCH: The German technology company UBIRCH has created the ESG Data Exchange Network, allowing companies and their suppliers to easily and audit-proof meet the EU's requirements for ESG data in sustainability reports starting in 2024. It is thus a key CSRD process component and enables transparency and climate protection through the exchange of machine-readable, operationally deployable ESG data. Both data suppliers and data collectors can thereby reduce costs and become more efficient. The ESG Data Exchange Network aims to provide Scope 3 CSRD data for all customers or uniformly receive it from all suppliers. UBIRCH specializes in the digital verification of data and was founded in 2016. Along with a consortium, the company developed the digital COVID certificate for Germany under the EU's initiative.
For more information, visit:
www.ubirch.de