The programmatic industry has been oversaturated with so-called “green PMPs.” These packages promise sustainability, but often deliver inflated CPMs, unverifiable claims, and little to no improvement in campaign performance. Advertisers are increasingly questioning what they’re paying for — storytelling or results.
At MarkApp, we take a different path. Through Pantheon, our proprietary contextual bidder for CTV and mobile apps, we have launched Verified Contextual PMPs — curated, audited marketplaces where every signal is transparent, and outcomes are measurable.
What Makes It Different?
Instead of paying a markup for vague “eco-friendly” stories, advertisers gain:
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Transparent signals — content category, device type, app taxonomy, engagement scores, and brand safety flags.
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Audited supply — verified against HUMAN and Pixalate, operating under IAB TCF compliance.
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Premium direct access — to Rakuten, TCL, Scripps, WedoTV, and top SDKs like Bidmachine, Digital Turbine, Verve
Real Examples in Action
1. Travel & Tourism – Turkish Airlines with CTV Storytelling
In June 2025, Turkish Airlines partnered with MarkApp to amplify its tourism campaigns across premium CTV inventory. Instead of paying into “green” PMPs, the campaign ran via a Verified Contextual PMP powered by Pantheon.
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Contextual targeting aligned ads with content tagged under “culture,” “exploration,” and “leisure” on Rakuten and TCL smart TVs.
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Attention scoring showed a 28% higher engagement uplift vs open exchange CTV traffic.
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Measurable outcomes: 21% increase in site visits from households exposed via CTV, tracked across connected devices.
2. Consumer Goods – Coca Cola in Lifestyle Content
Coca Cola leveraged Pantheon’s contextual PMPs to run awareness campaigns on Wedotv, Rakuten, Scripps (including inventory of Samsung TV plus, PlutoTV, etc through them).
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Ads were only served in lifestyle, fitness, and healthy living content categories.
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HUMAN and Pixalate verification confirmed 99.2% IVT-free traffic.
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CPMs were stable, not inflated by “greenwashed” label markups, saving ~15% on media costs.
3. Financial Services – Bitrue Thought Leadership
Bitrue in LATAM worked with MarkApp to distribute thought-leadership video across mobile SDKs (Verve, Digital Turbine).
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Pantheon enriched bid requests with geo-language signals (Spanish/English) and professional categories like “business” and “finance.”
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The Verified Contextual PMP enabled Bitrue to measure brand lift in C-suite audiences with signal enhanced integrations.
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Campaign results: +35% longer video completion rates compared to non-contextual PMP buys.
Why This Matters
Advertisers don’t need “greenwashed” labels to feel better about their spend. They need signals they can trust, outcomes they can measure, and partners who are accountable.
MarkApp’s positioning as “The Anti-Greenwash Exchange” reflects our promise: no fake sustainability markups, only transparent, audited, contextual marketplaces that deliver results.
As CTV continues to represent 60% of our business and Q1 2025 showed >25% EBITDA margins, we’re scaling this initiative globally across direct CTV, mobile apps, and curated DSP demand.
This isn’t just a marketing slogan. It’s the future of programmatic accountability.
