The gift of sustainability: Making it easier for advertisers and publishers to give back
Unwrapping purposeful advertising: At Verve, our motto is “Let’s make media better,” and this holiday season, we’re taking it a step further. We believe that giving back should be more than a seasonal tradition — it should be a seamless part of our everyday practice.
Verve’s commitment to a greener approach spans partnerships with organizations like Eden Reforestation Projects, innovative ad units with Givsly, curated inventory with a sustainability twist, and our collaborative efforts with Cedara to measure and reduce carbon emissions across the advertising supply chain. For us, “Let’s make media better” isn’t just a tagline — it’s a commitment to a greener, socially responsible, and better advertising ecosystem, 365 days a year.
Another year, another TrustRadius Award!
It always feels good when we get an award. It may be a trophy or a plaque. It may only be a sheet of paper stating the award. No matter the output, the deed that led to the award matters far more than the award itself. When you receive an award from a team like TrustRadius, no trophy or material “thing” is needed. Knowing you did something to benefit others is far more important than merely doing what you’re paid to do. And knowing we did something well for two years in a row? Well, that deserves a discussion as to why it matters — to us and to you. The Tech Cares Award serves as a trust indicator for buyers in the tech community. When a company receives this recognition, it demonstrates a commitment to corporate social responsibility. Buyers can feel more confident and assured when considering products or services from these award-winning organizations. With this as a backdrop, here are Verve’s key areas of social corporate responsibility: Without going too deep into the award nomination, let’s just say that we provided TrustRadius plenty of reasons why we should be included in their company. These reasons included: Verve is honored to be connected with TrustRadius because we want clients to trust working with us. With organizations aligned to us like that, everyone wins.
An intentionally late recap: Cannes 2023
Have you ever gotten emails from different companies that all say the same thing? It may be an industry news rag; it may be an email campaign about special products and services; it may be about events that want to see our smiling faces in their locales. If you were watching what happened at this year’s Cannes Lions International Festival of Creativity, you received so many emails about these subjects and more. Chances are you have received wrap-up emails highlighting key takeaways from Cannes as well. (I have counted 16 emails in my trash folder since Cannes ended). This year, Verve has taken a different approach: I had a chance to ask different Verve leaders about their experiences at Cannes, specifically finding out what they will apply with their teams, their customers and their organizations. Here is a summary of these discussions: AI’s Potential and Risks Verve really needs to think about the effects of how and where AI is utilized. Cannes revealed excitement and trepidation around AI, as we expected. Conversations centered around AI’s applications in creativity and focused as much on the risks, fears, and safeguarding issues as the benefits and opportunities. Verve needs to think about how it balances advances in technology with the people whose brains and insights form a unique advantage for us. Sustainability in Media Verve needs to validate sustainability is as important a measurement as ad impressions or eCPMs. Perhaps more than any topic, sustainability was a frequent discussion. We heard from attendees that while last year’s conversations focused on what we could do in the future, the narrative was focused on implementation with clear objectives. Thanks to our new partnership with Cedara, we will be in a much better position to make that happen. Reaffirming Commitments to DEI Verve can have a stronger voice on diversity, equity, and inclusion (DEI). More than a few colleagues heard discussions about Bud Light’s work with a transgender influencer as the primary example of inauthentic connections. Thankfully, many Verve attendees took this discussion as a challenge. One of our panelists at Verve’s “The Art Of Data” event said it best. “Now is the time to be courageous,” said FKA’s Linsey Loy. “Marketers are on the front lines of DEI and have a responsibility to do better.” Here’s hoping that Cannes 2023 (and future events) can be remembered for its accountability as much for its creativity. (In the meantime, you can find Verve connecting with brands, agencies, publishers, and partners at industry events throughout the year.)
This holiday season, think about how your ad spend affects climate change
When Verve says “Let’s Make Media Better,” it’s not just lip service. Our actions matter.
Verve and Planetly: Carbon-neutral by 2022
Have you seen the news? We’re proud to be partnering with Planetly to enhance our commitment to sustainability.
