FDJ UNITED Partners With Impact Plus to Reduce Media Emissions Across Europe
FDJ UNITED has chosen Impact Plus, the French sustaintech company, to measure and reduce the greenhouse gas (GHG) emissions generated by its media campaigns across Europe.
By combining Impact Plus’s technology with expert support, the partnership will help the group reduce its advertising footprint while maintaining campaign performance.
Following its acquisition of Kindred, the parent company of Unibet, in 2024, FDJ UNITED now operates in more than ten countries. The agreement supports this expanded international activity across social, video and programmatic advertising, as well as television, digital out-of-home (DOOH), radio and press.
Through Impact Plus’s Environmental Sustainability Platform (ESP), FDJ UNITED will bring emissions data into campaign management across its European markets. The programme links standardised evaluation with a reduction plan that can be monitored over time, giving the group a framework for acting on its environmental objectives.
A single platform for European media activity
The partnership addresses a challenge facing international advertisers: managing the environmental impact of campaigns that run across different countries and media channels.
By bringing online and offline emissions evaluation into one platform, ESP gives advertisers a way to assess this activity while accounting for local conditions.
Its calculations use country-specific carbon intensity data to account for differences in local electricity supplies. This ensures campaigns are evaluated using information relevant to each market.
For FDJ UNITED, this provides a shared approach to measurement, backed by expert support from Impact Plus. It will help the group respond to the requirements of its different markets as it develops its European programme.
Marina Jault-Griveau, Media and Partnerships Coordinator at FDJ UNITED, highlighted the need for a partner combining technology with tailored expertise. Discussing how ESP supports the group’s media teams, she said:
“Their platform now enables us to integrate carbon data into the management and performance of our campaigns across Europe.”
The agreement extends emissions evaluation across the full media mix, with television, radio and press sitting alongside social and programmatic activity. This enables FDJ UNITED to assess its advertising footprint across the channels it uses to reach audiences.
A recognised framework for measurement
ESP follows the Global Media Sustainability Framework (GMSF), developed by Ad Net Zero with contributions from advertisers, agencies, media owners and technology businesses.
The GMSF provides voluntary standards for calculating and reporting emissions across:
- Digital
- Television
- Out-of-home
- Audio
- Cinema
These standards give the industry a common methodological foundation, improving consistency and comparability across media emissions evaluations.
The framework is relevant to both campaign management and wider environmental reporting. It gives agencies and media partners a basis for more consistent calculations while also allowing media owners to contribute data that helps improve the quality of those evaluations.
Impact Plus contributed to the framework’s development through work on digital data guidance and the formulae for audio, print and cinema. That involvement reflects the company’s commitment to helping the advertising industry build practical approaches to emissions evaluation.
ESP will help FDJ UNITED measure emissions from its advertising campaigns and track how much those emissions fall as it makes changes.
Activating emissions reduction
The agreement includes Creative Optimizer and a Carbon Optimizer dedicated to YouTube, both designed to reduce data flows and associated emissions without degrading advertising performance.
Creative Optimizer reduces the weight of video assets while preserving visual quality. Advertisers upload their videos and receive lighter versions optimised for the platforms where they will run,.
This addresses a practical source of digital advertising’s environmental impact, as creative assets rely on servers and networks for storage and transmission, while viewers’ devices consume electricity to display them. File size is one of the factors affecting that delivery footprint, with smaller files leaving a smaller footprint.
By providing lighter assets, Creative Optimizer gives advertisers a reduction measure they can apply within their creative workflow.
Alongside this creative optimisation, the YouTube-focused Carbon Optimizer adds a further reduction capability to FDJ UNITED’s programme. Together with evaluation through ESP, these tools give the group access to technology for assessing its campaigns and implementing changes.
Technology backed by specialist support
Impact Plus’s wider ESP offering combines automated data collection with interactive dashboards and reduction monitoring, allowing advertisers to analyse campaign emissions and compare their activity against market benchmarks.
Users can build custom reports and bring activity from different platforms into ESP campaigns through its campaign management tools. These functions help media teams organise their data and examine results across their advertising activity.
Self-service access is complemented by Sustainable Media Analysts, who help clients interpret findings and identify appropriate reduction opportunities. This combination of technology and expertise is central to Impact Plus’s work with advertisers at different stages of their programmes, from initial campaign studies to international deployments.
For FDJ UNITED, tailored support is a key part of the agreement, bringing that expertise alongside the platform as the group incorporates environmental data into its European media operations.
Supporting international advertisers
Vincent Villaret, CEO and Co-founder of Impact Plus, welcomed the opportunity to support FDJ UNITED in this new stage of its European development, highlighting the company’s ability to coordinate complex programmes across markets through one platform spanning online and offline media.
Impact Plus already works with international groups including L’Oréal and Pernod Ricard. Its partnership with L’Oréal began in France in 2021 before expanding to cover digital media emissions measurement across more than 30 markets.
In 2023, L’Oréal avoided 30% of emissions compared with a non-optimised scenario, with creative optimisation contributing to that result alongside other measures identified by the L’Oréal and Impact Plus media teams.
The FDJ UNITED agreement extends Impact Plus’s international work to a programme covering the group’s digital and traditional media investment, combining standardised emissions evaluation and optimisation technology with expertise adapted to its markets.
About Impact Plus
Founded in 2020, Impact Plus is a French sustaintech company helping brands, agencies and advertising technology businesses evaluate and reduce their environmental impact through tools that use GHG emissions and electricity consumption to inform media decisions.
Its solutions include Campaign Studies, the Environmental Sustainability Platform and Creative Optimizer, combining technology with expert support to help advertisers reduce emissions while meeting their marketing goals.
FDJ UNITED Partners With Impact Plus to Reduce Media Emissions Across Europe
FDJ UNITED has chosen Impact Plus, the French sustaintech company, to measure and reduce the greenhouse gas (GHG) emissions generated by its media campaigns across Europe.
By combining Impact Plus’s technology with expert support, the partnership will help the group reduce its advertising footprint while maintaining campaign performance.
Following its acquisition of Kindred, the parent company of Unibet, in 2024, FDJ UNITED now operates in more than ten countries. The agreement supports this expanded international activity across social, video and programmatic advertising, as well as television, digital out-of-home (DOOH), radio and press.
Through Impact Plus’s Environmental Sustainability Platform (ESP), FDJ UNITED will bring emissions data into campaign management across its European markets. The programme links standardised evaluation with a reduction plan that can be monitored over time, giving the group a framework for acting on its environmental objectives.
A single platform for European media activity
The partnership addresses a challenge facing international advertisers: managing the environmental impact of campaigns that run across different countries and media channels.
By bringing online and offline emissions evaluation into one platform, ESP gives advertisers a way to assess this activity while accounting for local conditions.
Its calculations use country-specific carbon intensity data to account for differences in local electricity supplies. This ensures campaigns are evaluated using information relevant to each market.
For FDJ UNITED, this provides a shared approach to measurement, backed by expert support from Impact Plus. It will help the group respond to the requirements of its different markets as it develops its European programme.
Marina Jault-Griveau, Media and Partnerships Coordinator at FDJ UNITED, highlighted the need for a partner combining technology with tailored expertise. Discussing how ESP supports the group’s media teams, she said:
“Their platform now enables us to integrate carbon data into the management and performance of our campaigns across Europe.”
The agreement extends emissions evaluation across the full media mix, with television, radio and press sitting alongside social and programmatic activity. This enables FDJ UNITED to assess its advertising footprint across the channels it uses to reach audiences.
A recognised framework for measurement
ESP follows the Global Media Sustainability Framework (GMSF), developed by Ad Net Zero with contributions from advertisers, agencies, media owners and technology businesses.
The GMSF provides voluntary standards for calculating and reporting emissions across:
- Digital
- Television
- Out-of-home
- Audio
- Cinema
These standards give the industry a common methodological foundation, improving consistency and comparability across media emissions evaluations.
The framework is relevant to both campaign management and wider environmental reporting. It gives agencies and media partners a basis for more consistent calculations while also allowing media owners to contribute data that helps improve the quality of those evaluations.
Impact Plus contributed to the framework’s development through work on digital data guidance and the formulae for audio, print and cinema. That involvement reflects the company’s commitment to helping the advertising industry build practical approaches to emissions evaluation.
ESP will help FDJ UNITED measure emissions from its advertising campaigns and track how much those emissions fall as it makes changes.
Activating emissions reduction
The agreement includes Creative Optimizer and a Carbon Optimizer dedicated to YouTube, both designed to reduce data flows and associated emissions without degrading advertising performance.
Creative Optimizer reduces the weight of video assets while preserving visual quality. Advertisers upload their videos and receive lighter versions optimised for the platforms where they will run,.
This addresses a practical source of digital advertising’s environmental impact, as creative assets rely on servers and networks for storage and transmission, while viewers’ devices consume electricity to display them. File size is one of the factors affecting that delivery footprint, with smaller files leaving a smaller footprint.
By providing lighter assets, Creative Optimizer gives advertisers a reduction measure they can apply within their creative workflow.
Alongside this creative optimisation, the YouTube-focused Carbon Optimizer adds a further reduction capability to FDJ UNITED’s programme. Together with evaluation through ESP, these tools give the group access to technology for assessing its campaigns and implementing changes.
Technology backed by specialist support
Impact Plus’s wider ESP offering combines automated data collection with interactive dashboards and reduction monitoring, allowing advertisers to analyse campaign emissions and compare their activity against market benchmarks.
Users can build custom reports and bring activity from different platforms into ESP campaigns through its campaign management tools. These functions help media teams organise their data and examine results across their advertising activity.
Self-service access is complemented by Sustainable Media Analysts, who help clients interpret findings and identify appropriate reduction opportunities. This combination of technology and expertise is central to Impact Plus’s work with advertisers at different stages of their programmes, from initial campaign studies to international deployments.
For FDJ UNITED, tailored support is a key part of the agreement, bringing that expertise alongside the platform as the group incorporates environmental data into its European media operations.
Supporting international advertisers
Vincent Villaret, CEO and Co-founder of Impact Plus, welcomed the opportunity to support FDJ UNITED in this new stage of its European development, highlighting the company’s ability to coordinate complex programmes across markets through one platform spanning online and offline media.
Impact Plus already works with international groups including L’Oréal and Pernod Ricard. Its partnership with L’Oréal began in France in 2021 before expanding to cover digital media emissions measurement across more than 30 markets.
In 2023, L’Oréal avoided 30% of emissions compared with a non-optimised scenario, with creative optimisation contributing to that result alongside other measures identified by the L’Oréal and Impact Plus media teams.
The FDJ UNITED agreement extends Impact Plus’s international work to a programme covering the group’s digital and traditional media investment, combining standardised emissions evaluation and optimisation technology with expertise adapted to its markets.
About Impact Plus
Founded in 2020, Impact Plus is a French sustaintech company helping brands, agencies and advertising technology businesses evaluate and reduce their environmental impact through tools that use GHG emissions and electricity consumption to inform media decisions.
Its solutions include Campaign Studies, the Environmental Sustainability Platform and Creative Optimizer, combining technology with expert support to help advertisers reduce emissions while meeting their marketing goals.