InMobi, a leading provider of content, monetisation, and marketing technologies that help businesses fuel growth, today (September 14th, 2023) announced its strategic partnership with Ad Net Zero, the climate action programme with the mission to accelerate the decarbonisation of the advertising industry.
This collaboration underscores InMobi's resolute commitment to sustainability, aligning with Ad Net Zero's mission to revolutionise the advertising landscape through decarbonisation initiatives spanning ad production, distribution, and publication.
The global advertising industry is at a critical juncture, as it grapples with the environmental impact of its operations. Recent statistics underscore the urgency of the issue, with the internet’s greenhouse gas emissions comprising approximately 4% of the global total – surpassing even the aviation sector. Notably, the energy required to serve one million ad impressions is equivalent to the carbon produced by manufacturing 2.4 million plastic straws.
Recognising the growing importance of sustainability in business decisions, InMobi has taken a proactive step by aligning itself with Ad Net Zero. As a leader in the ad tech industry, InMobi recognises the significance of demonstrating sustainability efforts to both its existing clients and potential partners. A recent Deloitte survey highlights that 98% of consumers believe brands are responsible for contributing to a better world, and a considerable portion of consumers prefer to be patrons of sustainable brands.
By joining forces with Ad Net Zero, InMobi embarks on a journey to align with the organisation's five-step plan, designed to minimise the carbon footprint of advertising:
- Reduce emissions from advertising business operations
- Decrease emissions stemming from advertising production
- Diminish emissions from media planning and buying
- Lessen advertising emissions from awards and events
- Harness advertising's potential to drive behavioural change
InMobi's dedication to sustainability extends beyond rhetoric to measurable action. InMobi Exchange, powered by Microsoft Azure which boasts of complete carbon neutrality, stands as a testament to its commitment. Furthermore, data gleaned from the Microsoft Azure Impact Emissions Dashboard showcases InMobi's impressive emission reduction metrics:
- InMobi's emission factor ranks within the top fifth percentile compared to average server emission factors
- Server usage demonstrates a remarkable 80-90% higher green efficiency compared to alternative on-premise solutions, even high-efficiency ones
- Direct SDK integrations, paired with machine learning, have driven emission reductions of up to 30%
"InMobi's partnership with Ad Net Zero symbolises our dedication to ushering in a more sustainable era for the advertising industry," states Kunal Nagpal, chief business officer at InMobi. "We are proud to stand alongside fellow tech companies and agencies, united in the pursuit of a greener, more responsible future. By fully embracing Ad Net Zero's comprehensive plan, we are steadfast in our commitment to minimising our environmental impact while advancing the power of advertising."
"Ad Net Zero is thrilled to work with InMobi as they support more sustainable advertising solutions, contributing to our collective global impact. InMobi’s commitment is another significant step toward an eco-friendly future for the industry,” says John Osborn, director of Ad Net Zero in the US.
InMobi’s partnership with Ad Net Zero follows its global sustainability commitment to Science-Based Targets Initiative (SBTi), where InMobi is undergoing a 24-month goal validation process, at the end of which InMobi will commit to ambitious Scope 1, 2, and 3 emissions reduction targets in line with SBTi sector guidelines and the GHG Protocol standards.
InMobi also continues its partnership for the second year with Givsly, the leading purpose driven B2B marketing solution, and shared the stage with Givsly, Dentsu, and IPG Brands at Cannes Lions 2023 to discuss the challenges, opportunities, and the path that can be taken for a sustainable ad tech stack.
Recently, InMobi served as the primary audience partner in Ad Tech Cares’ campaign with Project Drawdown, a nonprofit organisation working to reduce greenhouse gas concentrations in the atmosphere. Ad Tech Cares is a 501 (c)(3) organisation that leverages ad tech to combat misinformation and keep humanity well, and InMobi is a founding member.