Adform First Global DSP to Integrate with Scope3 to Reduce Carbon Emissions in Programmatic
by Newson 1st Feb 2023 in
Global Integrated Advertising Platform, Adform, announces 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.
Public interest in the environmental impact of organisations 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, optimise, and monitor their campaigns’ carbon footprint directly through the Adform DSP. With Adform and Scope3, advertisers can benefit from a database that scores media owners and supply chains based on their carbon footprint. Brands gain invaluable insight into the environmental impact of their existing campaigns and the power to balance performance with carbon emissions.
This partnership comes at an exciting time as the programmatic industry makes 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 Sustainability Reporting Directive will finally start holding companies accountable for their CO2 emission within global supply chains.
Adform has a long-held commitment to ensuring advertisers continue to make positive choices. A commitment exemplified this year through the company’s contribution to ISBA’s Programmatic Supply Chain Study, as well as its award-winning privacy-by-design identity solution, ID Fusion.
Oliver Whitten, chief operating officer of Adform said: “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.”
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.
Brian O’Kelley, CEO and co-founder, Scope3 said: “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. By building carbon measurement and reduction capabilities into the Adform platform, we can drive systemic decarbonisation, reduce media waste, and in effect make doing the right thing for the environment the right thing for campaign performance.”
Commenting on the partnership, Norman Wagner, head of group media, Deutsche Telekom AG said: “Deutsche Telekom has made a clear commitment to climate-neutral business practices, which is why we are excited about the opportunity to test with Adform, in our efforts to bring transparency in our advertising carbon footprint. We have been working with Adform for years, so we are happy to further align with them on issues as important as reducing carbon emissions.”