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In a groundbreaking collaboration, Horizon Media, the largest independent media agency in the U.S., partnered with Sharethrough to pilot a shift to GreenPMPs™ (Private Marketplaces designed to reduce carbon emissions in advertising). The project, which launched in May 2024, aimed to assess the sustainability and performance benefits of transitioning all deals to GreenPMPs. Today, the results are in, and the findings mark a significant step forward for sustainable advertising. The Pilot: An Industry-First Test of Sustainability at Scale Horizon Media initially tested GreenPMPs with smaller campaigns, observing no negative impact on scale and maintaining or even improving performance metrics. Encouraged by these initial findings, the agency committed to switching all Sharethrough PMPs to GreenPMPs starting in May 2024. The objective was clear: measure the real impact on sustainability and determine if this could be achieved without compromising scale or performance. By the end of the test period, the collaboration exceeded expectations. Sustainability Impact: Emissions Reduced and Compensated The results were impressive. Since the switch to GreenPMPs, over 300 million impressions were delivered resulting in an average 51% reduction of carbon emissions for display campaigns and 57% reduction for video campaigns. This reduction resulted in avoiding 34 metric tons of C02e, which is the equivalent to avoiding the emissions from: 86,670 miles driven by an average gas-powered car which is the same as driving from NYC to LA 31 times! Charging nearly 2.8 million smartphones Additionally, since switching to GreenPMPs, 88 metric tons of CO2e were measured and fully compensated through carbon-removal projects. To put this into perspective: This equates to the carbon emissions from driving a gasoline-powered car 273,573 miles – the equivalent of circling the Earth 11 times. Alternatively, it’s comparable to fully charging over 52 million smartphones These results align with Horizon Media’s broader commitment to carbon neutrality by 2030, showcasing how sustainable practices can be seamlessly integrated into large-scale advertising operations. Performance and Scale: Sustainability Without Compromise In addition to reducing emissions, Horizon Media was able to maintain or increase campaign performance, outperforming benchmarks from the first half of 2024 when GreenPMPs were not applied. Overall, GreenPMPs generated a 10% viewability increase on standard display ads and more than doubled CTR on online video ads while maintaining a video completion rate above industry standards. Concerns about limitations in campaign scale due to the removal of high-emission websites were unfounded. Instead, the use of GreenPMPs redirected impressions to more premium websites and placements, enhancing campaign quality across all formats. This demonstrates that sustainability can go hand-in-hand with superior media performance and reach. The Future: Horizon Media Commits to GreenPMPs Given the success of the pilot, Horizon Media has decided to continue using Sharethrough’s GreenPMPs for all future campaigns. This decision reinforces Horizon Media’s leadership in adopting innovative, sustainable advertising practices and supporting their clients in achieving better returns on media investments. “The advertising industry has a unique opportunity to become one of the first industries to reach net-zero emissions,” said Frank Maguire, VP of Insights, Strategy, and Sustainability at Sharethrough. “To get there, we need advertisers to prioritize sustainable partners and share how sustainability benefits both the planet and business performance. Horizon Media’s swift actions and commitment to GreenPMPs exemplify how we can collectively make a difference.” “Partnering with Sharethrough on GreenPMPs has allowed us to take meaningful steps toward sustainability without sacrificing the scale or effectiveness of our campaigns,” said Jean-Marc Papin, SVP, Media Technology at Horizon Media. “We are proud to leverage solutions that align with our vision for a greener future while delivering exceptional value to our clients. A Model for the Industry The Horizon Media and Sharethrough collaboration serves as a powerful case study for the advertising industry. By demonstrating that sustainability can enhance—not hinder—performance, this pilot paves the way for other agencies and advertisers to adopt similar practices. As the industry moves towards net-zero emissions, partnerships like this one highlight how collaboration, innovation, and commitment can drive meaningful change. With Horizon Media continuing its use of GreenPMPs™, this initiative not only sets a precedent but also inspires others to embrace the dual benefits of sustainability and success in advertising.

By Domenic Venuto, Chief of Product and Data at Horizon Media Every year, CES delivers on its promise of a futuristic spectacle—a dynamic convergence of technology, innovation, and bold ideas redefining the world we live in. This year was no different. As Horizon brought our largest-ever delegation to CES 2025, we embodied our goal to empower clients with technology that uncovers opportunities, informs smarter decisions, and drives measurable results. Now in its 58th year, CES has always been where the future begins. Iconic innovations such as the mouse, VCR, 5G, and voice-enabled assistants first captured the world’s imagination on this stage. This year, with over 4,500 exhibitors spread across 3 million square feet—including the expanded West Hall focused on mobility solutions—CES once again lived up to its reputation. Why do marketers flock to CES? Because it’s the only place to see and experience what’s next and to reflect on what it means as consumers, executives, and industry leaders. The innovations unveiled here are often available within 12-18 months, giving brands a critical edge in understanding how to connect with evolving audiences. CES also exemplifies the ongoing transition from consumer electronics companies to consumer experience companies—an essential shift for the future. After navigating it all, a few key themes emerged that encapsulate CES 2025’s biggest trends and implications for marketers, consumers, and brands alike. Five Forces Shaping the Future CES 2025 cemented its status as the proving ground for transformative innovation. This year, five forces dominated discussions and demonstrate how technology is shaping a more connected, sustainable, and predictive world: Artificial Intelligence: Intelligence in Action AI wasn’t just present—it was pervasive. From TVs that optimize picture and sound based on your preferences to appliances that anticipate your needs, AI is evolving from invisible processes to active, user-centric experiences. Generative AI stole the show, enhancing productivity, improving health outcomes, and redefining how we connect. Brands like LG, Panasonic, and Samsung are leading the charge with AI agents integrated into everything from home appliances to mobility solutions, delivering deeply personalized and seamless experiences. TCL’s AI Me robot stood out as a glimpse into how AI could shape the next generation, offering an engaging, adaptive companion designed to foster creativity, support learning, and even help develop emotional intelligence in children. The connected home, largely conceptual last year, has become a tangible reality at CES 2025. Digital Health: Empowering Longevity and Equity The rise of AgeTech highlights the critical role of technology in caregiving, particularly for the sandwich generation balancing the needs of aging parents and children. CES showcased devices like Withings’ connected home urine lab and Samsung’s elder care platforms, emphasizing health equity, affordability, and empowerment. This innovation is transforming healthcare from reactive to proactive, creating opportunities for brands to engage with consumers on deeply personal levels. Mobility: The New Frontier CES has become synonymous with automotive innovation. This year, the focus expanded from EVs to integrated in-cabin AI experiences that monitor vitals, recommend coffee stops, and even act as mobile offices. Amazon made waves with its partnership with Hyundai, allowing customers in 48 U.S. cities to purchase vehicles directly through Amazon. Sony and Honda’s Afeela, available for pre-order now, promises to redefine mobility with its blend of technology and luxury. The in-cabin experience remains a hotly contested space, with consumer experience companies preparing for a fully autonomous future led by Waymo and other players. Sustainability: From Goals to Action Bold sustainability commitments are evolving into tangible progress. Companies are embracing circular economies, designing products that reduce emissions across their entire lifecycle, and integrating recycled materials into cutting-edge tech. Panasonic is the standard, unveiling ambitious initiatives that demonstrated how sustainability can drive both innovation and impact. From integrating recycled materials into cutting-edge technologies to adopting circular economies that reduce emissions throughout a product’s lifecycle, Panasonic illustrated a holistic approach to sustainability. Its commitment to aligning business growth with environmental stewardship was a powerful reminder that progress and responsibility can go hand in hand. 5. Quantum Computing: Unlocking Unimaginable Potential While still nascent, quantum computing emerged as a beacon of next-gen innovation. From advancing cybersecurity to enabling real-time insights at an unprecedented scale, exhibitors like Cellid and DEVCOM showcased hardware and software poised to transform industries. As technology demands grow, quantum computing will be essential for managing more data, more screens, and more complexity. The Connected Consumer: A New Paradigm This year’s show wasn’t just about individual devices—it was about ecosystems. The connected home and car are evolving into unified experiences that bridge home, work, and play. TCL and Hisense, known for quality TVs at affordable prices, are expanding their connected home appliances footprint, aiming to take market share from dominant players like LG and Samsung. Platforms like Samsung’s SmartThings and LG’s ThinQ are leading the charge in harmonizing technology with human behavior. These AI-driven insights and integrations empower brands to deliver not just products but tailored solutions that simplify and enhance daily life. Looking Ahead CES has always been a window into the future, and this year is no exception. The innovations unveiled at this year’s show aren’t just impressive—they’re essential. They represent the tools we need to solve some of the biggest challenges of our time, from climate change to healthcare disparities, while unlocking opportunities for growth and connection. At Horizon Media, we thrive on this intersection of technology and human behavior. The insights we gathered will fuel our strategies as we help clients navigate this dynamic landscape, because at Horizon, we believe the future isn’t just about technology—it’s about what it enables us to achieve together. For a deeper dive into any of these topics or to explore how these trends can accelerate your growth, let’s connect.