Sharethrough has launched a pair of initiatives it says “cleans up programmatic,” in both senses of the word: by lowering carbon emissions from ad campaigns and removing the clutter of low-quality inventory from the supply chain.

Beginning July 1, Sharethrough will remove “made-for-advertising” (MFA) sites from both off-the shelf deals and custom PMPs by default.

Made-for-advertising sites, as the term would suggest, are websites created solely to generate revenue from programmatic systems, drawing in audiences with click-bait headlines and low quality, AI-generated content geared towards SEO. According to research last year from supply chain management company Jounce Media, 12.3% of programmatic budgets are going to these kinds of sites.

Sharethrough is working with Jounce Media to identify MFA sites and has built filters within its platform to remove them automatically, without the need for advertisers or agencies to blacklist them theirselves. This is designed to provide a cleaner, safer and better performing ad ecosystem for advertisers. Chris Kane, founder at Jounce Media, says this rewards publishers that create high-quality content and ad products, which could potentially put pressure on MFA sites to improve their experiences to create actual utility for both visitors and advertisers.

On the sustainable advertising front, Sharethrough is also making its low-emission private marketplaces (PMP) available at no extra cost for the advertisers.

Low-emission PMPs automatically curate sites and apps to avoid climate risk by removing the highest emitting media properties. This solution, which uses Scope3’s Climate Shield, is part of Sharethrough’s Green Media Products offering, which aims to measure, reduce and compensate for carbon emissions from ad delivery with the goal of decarbonizing the digital advertising ecosystem.

The company has instituted a three-step approach, built in partnership with Scope3, which also helped Sharethrough introduce green PMPs last year. This solution enables advertisers to measure and compensate for their carbon emissions.

Over the last 12 months, over 7,500 brands across over 36,000 sites have used Sharethrough GreenPMPs, resulting in approximately 375,000,000 grams of CO being compensated from digital ad campaigns, which is equivalent to the energy required to heat 1,652 U.S. homes for one month.