How Caliber Powers Efficient and Sustainable Programmatic Advertising

Challenge

A state tourism client needed to enhance its programmatic marketing efforts in a budget-conscious and environmentally responsible way. To meet this challenge, Coegi delivered a solution rooted in sustainable programmatic advertising, aligning media performance with both financial goals and environmental impact reduction. With finite budget resources, the client’s goal was to increase KPIs like site visit rates and time on site – critical metrics for building awareness, generating consideration, and ultimately driving travel intent. Simultaneously, the client wanted to reduce unnecessary media waste and ensure their advertising footprint aligned with broader sustainability initiatives.

The challenge was clear: improve performance and impact, without increasing media spend, and do so in a way that supports both financial efficiency and environmental responsibility.

Solution

Coegi integrated Caliber, its proprietary AI programmatic inventory scoring model, to optimize programmatic performance across the client’s display and video campaigns. Caliber maximizes media impact by prioritizing high-quality and high-attention inventory that drives real engagement and conversions. This ensures that every impression delivers measurable business outcomes. By using Caliber, Coegi helped our client avoid fraudulent, low-quality, and risky placements, thus protecting brand integrity and minimizing ad waste. Furthermore, the solution helped lower carbon emissions without sacrificing scale, aligning with the tourism brand’s environmental and financial goals.

Outcome

Since the integration of Caliber, the client’s campaigns have achieved significant improvements across both performance and sustainability KPIs. 

• The Consideration Display campaign achieved a 292% increase in site visit rate, while also improving time on site rates by 65%, all without additional media spend. Caliber contributed to a 15% decrease in carbon emissions in the web environment, achieving total emissions that were 36% lower than the industry benchmark. 
• Additionally, the Awareness Video campaign delivered an 11% increase in video completion rate and drove a 179% increase in site visit rate. Within the first month of optimizing with Caliber, the video campaign achieved a 22% reduction in carbon emissions, equivalent to saving the energy of charging 47,707 cellphones. 

By integrating Caliber, Coegi helped the tourism client unlock smarter, cleaner media performance, proving that sustainability and efficiency are not mutually exclusive. The results highlight the potential of AI-driven inventory optimization to not only maximize ROI and drive stronger engagement, but also reduce the carbon footprint of digital advertising. This case underscores a broader truth: that responsible media buying is not just good for the planet – it’s good for business.