Bradley Giddens, SEA (ISSP)’s Post

In the realm of digital advertising, a pressing challenge looms large: the quest for sustainability amidst a stalemate of responsibility. As carbon emissions continue to spike, the question of who bears the burden of reducing them is mired in various viewpoints and opinions from industry thought leaders. Read more in Digiday's latest article: https://lnkd.in/enc2wM4E #CarbonResponsibility #DigitalAdvertisingSustainability

There are tools that exist today for advertisers to buy sustainably and for sellers to promote their more carbon efficient inventory, so some argue that there are other factors at play for delaying action around sustainability besides not having universal measurement guidelines #advertisers #sustainability #carbon https://lnkd.in/erj4Cd9i

There are tools that exist today for advertisers to buy sustainably and for sellers to promote their more carbon efficient inventory, so some argue that there are other factors at play for delaying action around sustainability besides not having universal measurement guidelines #advertisers #sustainability #carbon https://lnkd.in/enc2wM4E

Are brands measuring their emissions output or expecting their agencies to do so? Where is this sitting in the agencies priority list this of things to initiate? Is this even on the radar? Its not enough to be buying green PMP's. Trust me I've looked at them and they aren't 'green' and nor are they sustainable, especially when you look at the level of arbitrage thats going on. Waiting for ad tech vendors to fill the void is not a strategy, its being lazy and I can assure you the way this is being measured will fall well short of whats required to meet required standards of regulators. What about creative and content? How is this being measured or is this just a media supply chain play. Sustainability by design. Sustainability in todays advertising world is created by ad tech for ad tech. There is no VC or PE company in ad tech that will wear a conversation around reduction in spend or volume at the moment. Is ad tech the right partner to be supporting any sustainable solution in market? By its nature it would have re-engineer its entire technology and commercial struture, incentives and valuations to be sustainable. This is 100% a tipping point that the industry and its more than welcomed. 👍 Digiday for raising this. https://lnkd.in/exy7EB4y

#sustainability is becoming a priority also in #advertising, as media makes a surprisingly large contribution towards carbon emissions.  Understanding how media plans and AD campaigns can be made more sustainable is something that the industry has yet to meaningfully address across all its supply chain, from #agencies to #brands.  Here is an interesting reading on how advertising giant WPP (Zuzanna Gierlinska) is working on three areas to start reducing the #carbon impact of media plans immediately. 1. Buy media more efficiently - A list of few thousands high-quality and curated publishers, removing fraudulent and lower-performing domains: reducing the number of domains a campaign runs against is an obvious way to lower #emissions without compromising effectiveness.   2. Produce fully carbon-optimised media plans by reducing Ad Wastage: fewer wasted ad impressions will result in lower emissions. 3. Buying in a truly cross-channel manner and reducing the sheer load of impressions 4. Drive behavioural change: incentivise the right behaviour from brands by rewarding those bringing more sustainable products to the market by giving added-value impressions to selected campaigns, with the aim to deliver additional, tailored messages to those audiences who most need convincing about the climate crisis, and ultimately shift their behaviour. 4. Making #sustainablemedia a priority in 2024: as we teeter on the edge of a climate crisis, it’s vital that all marketers and agencies carefully scrutinise every opportunity to cut emissions and drive towards #netzero. And therefore, if the industry wants to make genuine progress, improving media sustainability must become a top priority next year. https://lnkd.in/dn6ha7ey

🌍 Sustainability in Advertising: Tips for Publishers 🌿 Sustainability isn't just a buzzword anymore—it's becoming a critical focus in advertising. The pressure is on for publishers to adopt strategies that not only look good but do good for the planet. 🌱 1) One smart move? Partnering with ad networks that boast green credentials. It’s a powerful way to show your audience (and the brands you advertise) that you're committed to reducing environmental harm. 🌐 2) Another essential step? Minimizing the carbon footprint of online ads. Make sure ads are light and efficient, from the design to the tech that delivers them. This doesn't just reduce energy use, it also opens doors to promoting ads that spotlight sustainable goods and services.💡 It's a win-win: your green goals get a boost, and your audience gets content that matters to them. 3) Transparency is key! 🔑 Clearly communicate your eco-friendly efforts with advertisers and your audience. This builds trust and could inspire others in the industry to follow suit. And don’t go it alone—collaborating with sustainability-focused organizations keeps you ahead of the curve in green advertising. 🌿 By weaving sustainability into your core strategies, you're not only making a positive impact on the planet 🌍 but also engaging with a growing audience that deeply cares about these values. 👉 How else are you incorporating sustainability into your advertising strategies? I'd love to hear your thoughts! #Sustainability #GreenAdvertising #EcoFriendlyAds #CarbonFootprint #AdvertisingStrategy #SustainableBusiness #GreenTech #AdTech #DigitalAdvertising

Is Your Advertising Sustainable? ♻️ The advertising industry is undergoing a transformative shift! Emissions data is emerging as a key performance metric, reflecting a growing focus on sustainability. This means businesses can track their environmental impact and improve ad campaigns to minimize their carbon footprint and consumers gain valuable insights into a brand's commitment to the planet, allowing them to make informed choices. Why Should Advertisers Track Emission Data? 🔹 Future-Proof Your Business: Consumer demand for sustainable practices is rising. By proactively tracking emissions data, marketing agencies demonstrate leadership and position themselves as valuable partners to eco-conscious brands. 🔹 Attract New Clients: Highlighting your commitment to sustainability can attract clients who prioritize a reduced environmental impact. Offering emissions data analysis as a service can become a unique selling proposition. 🔹 Optimize Client Campaigns: By tracking emissions data for client campaigns, agencies can identify areas for improvement and suggest greener strategies. This translates to more impactful campaigns that resonate with environmentally conscious audiences. 🔹 Enhance Client Reporting: Offer clients comprehensive campaign reports that include emissions data alongside traditional metrics. This transparency strengthens client relationships and fosters trust. Tracking emissions data offers a triple win: Benchmarking your campaigns against industry standards allows for greener practices and reduced energy use. Transparency through emissions reports builds trust with clients and aligns with sustainability goals. Finally, understanding the environmental impact of channels empowers data-driven budget optimization, prioritizing lower-carbon options. Intrigued? Our blog post dives deep into this exciting trend, exploring: ✔ How emissions data is measured in advertising. ✔Why sustainability is crucial in today's advertising landscape. ✔ The implications for businesses and consumers. Ready to learn more and explore sustainable advertising solutions? Click the link below to read the full blog post! https://lnkd.in/dA5krzkv #Sustainability #Advertising #EmissionsData #FutureofAdvertising #GreenMarketing

Part of facilitating industry progress on sustainability is setting the goalposts where they need to be. IAB Europe's Sustainability Standards Committee has issued an updated definition on environmental sustainability in digital advertising, featuring these main points: 🔹Adoption of strategies to reduce negative environmental impact across the value chain. 🔹Reduction of negative environmental impact associated with the lifecycle of IT resources employed in the delivery of digital ads. 🔹Investment in decarbonisation efforts and voluntary contribution to positive environmental initiatives where no further reduction is possible. Read the complete text here: https://lnkd.in/dC8kkwaW

🚀 Exciting News from Scope3! We’ve launched our new Media Reporting dashboard, a cutting-edge tool that links carbon reduction to media performance. Now brands can see the impact of reducing emissions on key metrics like CTR, CPA, and viewability. Our simulator forecasts performance changes when high-emitting publishers are removed, making greener media plans actionable and insightful. Join us in driving sustainable advertising forward! 🌿📈 Read more about it here. #Sustainability #AdTech #MediaPerformance #Scope3

🌟 Did you know 🧐 that digital advertising doesn't just live in the virtual world? It has real-world 🌏 impacts too! With a digital footprint that's expanding faster than ever, the advertising industry is now facing an essential question: How can we promote our brands while also protecting our planet? 🌱✨ The shift towards sustainability in digital advertising is not just a trend – it's a necessity. ♻️ Brands are embracing eco-friendly practices from reducing data-heavy content, 📉 which decreases energy consumption, to using greener ad technologies that aim to lower carbon footprints. 🚀 Moreover, advertisers are tapping into programmatic platforms that offer carbon-neutral ad services, ensuring each ad placement isn't just catching eyes but also safeguarding our environment. 🤲🌳 Add to that, the rise of purpose-driven campaigns. These not only resonate deeper with audiences but also align with the values of a planet-conscious public. 🌍❤️ Advertisers and creatives are now tasked with a pivotal role: to harness the power of digital outreach without compromising our ecological integrity. It's a challenge, but also a thrilling opportunity to innovate for the greater good! 💡📈 What sustainable practices does your brand integrate into digital advertising strategies? Are you noticing a change in consumer response to greener ad initiatives? Share your thoughts and let’s discuss how we can craft a greener future in advertising together! 🌈👇 #SustainableAdvertising #GreenMarketing #EcoFriendly #DigitalAds #Innovation #BrandResponsibility #AdvertisingEthics #SustainabilityMatters #EcoConscious #ClimateAction #AdTech #RenewableEnergy #SustainableDevelopment #ChangeMakers #ImpactAdvertising