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Whilst the European energy crisis propelled environmental issues to the forefront, the ad industry has already been moving at breakneck speed on the issue – The Advertising Association’s Ad Net Zero Summit, WARC’s Ad Net Zero Guide, and Advertising Week’s Ad Net Zero podcast all symptomatic of an industry collectively getting behind the cause.
This is being driven by brands themselves who, as part of their own supply-line net zero initiatives, are demanding that agencies and ad tech vendors are not only matching their obligations but also ensuring that publishers are too.
Global Integrated Advertising Platform, Adform, announced a strategic partnership with Scope3, the industry’s leading source of supply chain emissions data, representing a landmark step in empowering advertisers to reduce their carbon footprint.
Viously, a next-gen video player technology and an advertising sales house, also announced new efforts to decarbonize media and advertising, partnering with Scope3, as the standard for digital carbon emissions measurement.
Public interest in the environmental impact of organizations is growing in line with the global movement towards Environmental Social Governance (ESG) within brands of all sizes.
The pioneering work with Scope3 will allow Adform’s clients to implement green media solutions with quantifiable data and results. Brands can review, plan, optimize, and monitor their campaigns’ carbon footprint directly through the Adform DSP.
Adform is initially rolling out the Scope3 integration as a beta tool to a select number of clients, and will make the solution universally available later this year.
All companies have a responsibility to measure and reduce carbon emissions and the digital advertising value chain is no different. As a client-centric company, we see the work that Scope3 is doing as a significant leap forward, so they were a natural partner for us as we sought to accelerate solutions for our clients. We look forward to working closely with Scope3 to make it as easy as possible to invite advertisers to make environmentally positive choices at scale.
Oliver Whitten, Chief Operating Officer of Adform
Viously too will now be able to offer advertisers and agencies carbon neutral campaigns through the launch of a new Green Media Product (GMP) offering. Green Media Products are carbon-neutral media, whose emissions are measured and compensated by the purchase of high-quality carbon removal contributions. Scope3 provides the daily emissions measurement, and manages the workflow of creating, tracking, and reporting on GMPs and their associated carbon removal contributions.
Scope3 measurement will also help Viously collaborate with its publisher partners to measure and reduce their carbon footprint over time.
Through this partnership with Scope3, we are pleased to contribute to the necessary change in our industry by providing better solutions and measurement standards in terms of carbon impact.
Loïc Dussart, co-founder of Viously
These partnerships come at an exciting time as the media and advertising industries make a collective and long-overdue effort to create a greener digital ecosystem. Approved in 2022 and effective in the EU in 2023, legislation such as the Corporate Reporting Sustainability Directive will finally start holding companies accountable for their CO2 emission within global supply chains.
Based on Scope3 data, we found that removing 5-7% of domains can reduce 25-30% of the carbon footprint of campaigns with NO change to performance.
We can drive systemic decarbonization, reduce media waste, and in effect make doing the right thing for the environment the right thing for campaign performance.
Brian O’Kelley, CEO and co-founder, Scope3
About Adform
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.
About Viously
Viously is a video technology (“player”) for publishers, and an advertising sales house for agencies and brands. Founded in 2017, this French start-up employs more than 40 people in Lille, Paris and London. The company has already federated around 100 publishers in France and internationally, and works with a large number of agencies, trading desks and brands.
About Scope3
Scope3 is on a mission to decarbonize media and advertising. For organizations seeking to make carbon-aware business decisions, Scope3 is the supply chain emissions data standard that delivers an accurate, comprehensive, and independent emissions model for every company in the digital ecosystem. Scope3 enables the industry-wide usage of Green Media Products (GMPs), or carbon-neutral media, by measuring emissions and managing the purchase of high-quality carbon removal contributions.
