Francois Roloff, CEO and Co-Founder of PYURE GmbH       

1. Please describe your company in a few sentences.

Pyure stands for “purification” of the advertising industry.
Pyure is the AI-powered efficiency platform for digital marketing that connects performance and sustainability in a way that enables advertisers, brands, and media companies to use their advertising budgets many times more efficiently—while drastically reducing inherent CO₂ emissions. A win–win instead of a trade-off.

2. Why are you engaged as a Berlin-Partner? 

For us, Berlin is the perfect ecosystem for our tech solution at the intersection of AdTech, AI, and ClimateTech. Here we find talented engineers, a sustainability-driven mindset, and access to innovative thinkers and investors. As our founding home, it is the ideal base to launch a global movement.

3. Which topics drive you in relation to your industry? 

Today, digital advertising is already more energy-intensive than global air traffic and is as wasteful as the petroleum refining industry in the United States, while regulatory pressure to implement the Green Deal (CSRD, EU Green Deal) is steadily increasing—and rightly so.
At Pyure.ai, we have identified the opportunity to create annual efficiency gains and emissions reductions within synergistic process structures, so that the two no longer contradict each other. With our technology, we rely on a highly efficient “digital diet” to save hundreds of megatons of CO₂e. That is our mission.

4. What makes Berlin special to you?

Berlin is Pyure’s vibrant, experimental home. Its pulsating, non-conformist flair is like chlorophyll for small entrepreneurial buds like Pyure. Sustainability is lived here, not just talked about. The city has a strong tech community, entrepreneurial spirit, and the courage to think big. This inspires us every day.

5. Why is Berlin attractive for your company? 

No matter what we are looking for, Berlin provides access—to top talent such as software engineers and data scientists, proximity to European clients and investors, and exemplary positioning on sustainability topics. For a solution that takes climate change seriously, Berlin is the best place to be.

6.  What does Berlin stand for, in your view?

For us, Berlin is a city of transformation and historical turning points—and therefore a hub for technological transformation combined with lived responsibility. Berlin represents the idea that economic growth and sustainability are not contradictory, but mutually reinforcing. That is Pyure at its core.

7.  How does your company approach sustainability?

We do not approach sustainability as CSR marketing, but as our core product. We live sustainability. In detail, we describe it as follows:

Granular measurement: Real-time CO₂ tracking at campaign, channel, and creative level, activity-based—not based on planned spend and not just at company level.

Active, not compensatory: We actively avoid emissions by optimizing media and budget efficiency, reducing the need for offsetting and lowering costs.

Automated & scalable: Ease of activation is key to scaling success for both the economy and climate protection. We achieve this through direct integration into digital marketing systems.

Monetary incentives:

1. Who measures, wins! Measuring activities instead of estimating based on investment volume can reduce reported Scope 3 emissions by up to 20x in sustainability reporting.
2. Optimizations with Pyure enhance advertisers’ marketing performance.
3. Fewer emissions = less pressure from offsetting costs.

Certified impact: Measured tons of CO₂e reduction simplify CSRD reporting.

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