IMPACT+, the pioneer in measuring the carbon footprint of digital advertising campaigns has partnered with Weborama, a media company specialising in semantic AI for targeted campaigns. By incorporating IMPACT+'s tool into the core of Weborama's Trading Desk, the comapany will be able to measure and reduce the carbon footprint of each online advertising campaign and provide concrete recommendations to advertisers and their media agencies.
Digital advertising and its distribution have significant environmental impacts due to the surge in queries and data volumes transmitted. The electricity production required for this distribution, as well as the production of hardware equipment (servers, networks, user terminals), carries a true environmental cost. Since its inception, Weborama's Trading Desk has been combating advertising waste and excessive messaging by delivering useful advertisements in the right place and at the right time, where there is genuine value for advertisers and users. The partnership with IMPACT+ enables them to combine environmental and marketing indicators to swiftly act on reducing greenhouse gas emissions without compromising media metrics — a pivotal step towards building this sustainable advertising ecosystem.
By utilising IMPACT+'s platform for programmatic campaigns, Weborama now possesses environmental KPIs (electricity consumption and greenhouse gas emissions). Its Trading Desk can then steer advertising investments towards the most environmentally friendly inventories and contexts in real-time, adapting to campaign performance. Therefore, this partnership tangibly merges planetary preservation with advertising efficiency.