The intention of this article is to raise awareness among brand owners and their partners on the emerging trend of programmatic creativity. The article aims to provide a general understanding of the meaning of the term “programmatic creative”, its practical application, and its near-future roadmap. — What is Programmatic Creative? Creative here means any advertising creative. Programmatic makes it the kind of creative that is represented as code, instead of visual assets. Examples of programmatic creative include conversational and other highly interactive ad experiences, that are not possible with conventional creatives. Programmatic creatives can be captive…

A practical framework for thinking about resource allocation in software companies as a thermodynamic system — Introduction For software engineering startups, particularly ones working on more complex problems, the great majority of capital may be invested in research and development. It is therefore vitally important to have a system of resource allocation that meets several important criteria: It provides complete transparency

With our commitment to the environmental and societal impact, Cavai is leading the way to a more energy-efficient and entirely carbon-free online advertising eco-system. — Where most others stop, we start While following standards such as GHG Protocol and ISO14061 provides a common starting point for everyone, that is where we see the work of the online advertising industry starts. This can be clearly understood through three points:

Background The purpose of this article is to summarize our findings regarding the environmental impact of an ad impression. Simply put, we will answer the question, “how much does an ad impression emit carbon dioxide into the atmosphere?”. To answer this question, we utilize our novel eight-phase framework defined in the…

Establishing Preliminary Understanding There is a great sense of enthusiasm in making advertising as environmentally sustainable as possible. Many leading companies have already made notable commitments in this respect. Such aspirations are oftentimes misguided by a lack of available relevant information — such as environmental information pertaining to the advertising industry — and…

Background There is a great sense of enthusiasm in making advertising as environmentally sustainable as possible. Many leading companies have already made significant commitments in this respect. But, such aspirations often become misguided by lack of available relevant information and the general difficulty of understanding complex systems. The Problem Environmental Impact Assessment of…

Background Many companies use the technique of “carbon offsetting” to reach their sustainability goals. This article analyzes — using first principles — if carbon offsetting can be a viable solution to reach sustainability goals. Observations and Analysis Carbon neutrality can be understood as the result of having offset carbon emissions by compensating those emissions…