IPG Mediabrands launches Climate Action Marketplace, a groundbreaking initiative in partnership with SeenThis and PubMatic that enables clients to minimize their carbon footprint without compromising ad performance. "Ad performance is our core business, while sustainability is 'the cherry on top' that happens as part of the process. A solution isn’t sustainable from a business standpoint if it doesn’t also add to media performance," said Susan Kravitz, Head of Commercial Partnerships, Americas at SeenThis Read more about this partnership in AdExchanger here: https://lnkd.in/dsz3dEdJ
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Though I'm not at Cannes, I wrote about the new sustainability standards Ad Net Zero and WFA's Global Alliance for Responsible Media (GARM) announced today at the festival. The industry has long lamented not having any sort of standards or guidelines in place when it comes to tracking and reducing media-related carbon emissions. And because of that, there's often a lot of different numbers being thrown out there, which can end up actually hurting the movement. Which is why, at last year's Cannes, a group of leaders came together to start brainstorming how to address this lack of standards. In doing so, GARM and Ad Net Zero saw collaboration between competitors across the media supply chain — including brands, agencies, vendors and publishers — to find a solution to a problem that affects everyone. I spoke with Ad Net Zero's Anthony Falco and Good-Loop's Will Luttrell and Amy Williams about the new guidelines, and specifically, how Good-Loop is adjusting its own approach to be more compliant. Check out my story for AdExchanger here: https://lnkd.in/exbPJTFE.
GARM And Ad Net Zero Release Standards To Measure Carbon Emissions From Media | AdExchanger
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Driving demand for publishers and managing ad sales since 2010. Currently specializing in SSP Sales facilitating optimized and direct solutions to agency and DSP partners.
“Brands saw a 11-36% reduction in carbon, while performance remained consistent or improved.”Scope3 shares insights on a missing link for driving efficiency and reducing waste that could spur more buyers to adopt greener media planning solutions. #greenmedia #sustainability #adweek #sharethrough #scope3
Sustainability is a lever for driving efficiency and reducing waste. When brands see that proven time and again, they will drive the change needed to push the entire industry to be better. By combining performance and emissions into a singular view to help brands make the smartest choices for their business, and that's what we did with Media Reporting. This evolution of our platform brings us a giant step closer to a decarbonized advertising ecosystem. Read more about our launch of Media Reporting in the latest from Catherine Perloff at ADWEEK. https://lnkd.in/evkN_47r #greenmedia #digitaladvertising #sustainableadvertising #adtech
Scope3 Tool Shows How Reducing Carbon Impacts Media Performance
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Scope3 has introduced a groundbreaking Media Reporting dashboard that prioritizes sustainability. This innovative tool assists brands in reducing carbon emissions from their ad campaigns without compromising performance metrics. By simulating the impact of removing high-emitting publishers, it has the potential to drive widespread adoption of greener media planning solutions across the industry. Solutions like this are crucial for a sustainable advertising future. #sustainability #Future
Sustainability is a lever for driving efficiency and reducing waste. When brands see that proven time and again, they will drive the change needed to push the entire industry to be better. By combining performance and emissions into a singular view to help brands make the smartest choices for their business, and that's what we did with Media Reporting. This evolution of our platform brings us a giant step closer to a decarbonized advertising ecosystem. Read more about our launch of Media Reporting in the latest from Catherine Perloff at ADWEEK. https://lnkd.in/evkN_47r #greenmedia #digitaladvertising #sustainableadvertising #adtech
Scope3 Tool Shows How Reducing Carbon Impacts Media Performance
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In today's world, marketing and advertising create 3% of global carbon emissions directly and then drive demand for much of the other 97%. We need to proactively do the responsible thing and take action. But we also need to do that collaboratively and not create more of a problem with fractured and siloed efforts. That’s why we’re thrilled to be joining the Ad Net Zero US community, aligning with others from across the ad industry to develop and stand behind standards and common measurement frameworks so that emissions from advertising—especially from media—can be consistently measured and reduced. And so that brands and agencies have better tools and resources to drive more sustainable consumer behavior. Sightly's Brand Mentality® Platform is about staying on top of moments within key aspects of industry, such as sustainability, in real-time. We will help surround the correct influencers and content that align with the brands mission around this initiative. Its fast and efficient capabilities with the power of AI allow us to ensure we are creating the most insightful and correlated data possible both around sustainability and in general, while keeping our processes within the measurements necessary to reduce our emission numbers and do our part in the sustainability efforts of Ad Net Zero and the entire industry. At Sightly, we're committed to doing what's right and we have a full work from home/remote team. We have stayed true to this when we closed our offices during the pandemic. This is a major step in helping on the sustainability front. PLEASE let us know how we can help brands with both intelligence and paid media capabilities around this important topic. Rachel Schnorr John Osborn Jean-Marc Papin Annalise Curvelo Maeve Gordon Helena Denny Walt Cheruk Marissa Price (Rubinfeld)Ben LambertEmily Korengold Michele Ching Elizabeth Shevins Alexander Babatunde David Murnick Robert Helstrom Dave Greenberg Wendy Hidenrick MS Yale Cohen Elijah Harris Eric Shih Justin B. Daniel Pineda Danielle Calciano Angelina Eng Olivia D'Amato Jacob Miesner Christine Heck (Booth) #sustainability #maketheworldabetterplace
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Brands like Sanofi and agencies like IPG are all in on activating media more sustainably, and in a way that improves campaigns. How are they doing it? They're focusing on the positive correlation between performance and lowering carbon. That starts by ridding campaigns of waste -- whether that waste is in carbon or ad dollars. Scope3 Chief Commercial Officer Brenda Tuohig shares her tips for navigating the new math of media waste reduction in the latest edition of The Current - read it now: https://lnkd.in/gRDGx7Pa #sustainablemedia #greenmedia #adtech #digitalmedia #sustainableads
The new math in media waste reduction | The Current
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Driving down the emissions of your media buys isn't just good for the planet, it's good for your outcomes. With Media Reporting you can take the guess work out of carbon reduction in advertising, and more importantly showcase that greener buys deliver stronger performance.
Sustainability is a lever for driving efficiency and reducing waste. When brands see that proven time and again, they will drive the change needed to push the entire industry to be better. By combining performance and emissions into a singular view to help brands make the smartest choices for their business, and that's what we did with Media Reporting. This evolution of our platform brings us a giant step closer to a decarbonized advertising ecosystem. Read more about our launch of Media Reporting in the latest from Catherine Perloff at ADWEEK. https://lnkd.in/evkN_47r #greenmedia #digitaladvertising #sustainableadvertising #adtech
Scope3 Tool Shows How Reducing Carbon Impacts Media Performance
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#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
Three ways marketers can make their media plans more sustainable in 2024
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Today marks a long awaited day for those plugged into the advertising industry's sustainability initiatives. Ad Net Zero, GARM and the WFA have collaborated with many industry stakeholders over the last 12 months to develop a set of standards for measuring the carbon emissions associated with running an advertising campaign. Why This Matters: There has been a growing cottage industry of tech companies offering the ability to measure the media supply chain's carbon emissions. Though, the approaches between them vary, sometimes significantly. The result is that the same campaign could be measured producing different results, sometimes with significant deltas. If you are a brand's chief sustainability officer, which data set do you use? Which data are you confident in? Do you continue to measure your brand's advertised carbon emissions? These questions, amongst others, have slowed the industry's ability to progress in this arena. While not the first of it's kind (I believe SRI France earned that title), the GARM/ANZ framework is a significant step forward. A void has existed as the larger bodies that set standards (Green House Gas Protocol & ISO) have not yet provided the guidance on how to do this for digital technologies yet. What the framework provides: The framework provides a process by which to employ calculations for measuring carbon emissions split by media channel (TV, digital, Out of Home). Additionally, there are templates that help standardize supply chain emissions data requests. A Work In Progress: ANZ/GARM/WFA acknowledge the release of these standards is merely a step and theres's more work to be done to offer a comprehensive framework. Not to mention the framework will need to be iterated and improved upon over time. For all the progress that has been made there are gaps in Bigger Picture: This framework represents the advertising industry's effort at cleaning up its side of the street when it comes to hitting the climate goals outlined as part of the Paris Climate Agreement. Moreover, business outcomes measured by marketing performance remains the name of the game in how businesses operate but these are not mutually exclusive. Savvy brands have already recognized that business performance is catalyzed by sustainability action. To access the framework directly, link in comments. And if anyone is interested to dive deeper in putting these ideas into practice at your org, don't hesitate to contact me for advertising sustainability strategy and implementation.
GARM And Ad Net Zero Release Standards To Measure Carbon Emissions From Media | AdExchanger
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Great read from @digiday; to summarize: Stalemate in #Sustainable #Advertising, Need Measurement and Enforcement Gaps, Impending Regulation Will Push Change. https://lnkd.in/dB_c7Va6 At the same time, there is much more that can be done to reduce carbon footprints within and outside #programmatic media. And there are different areas that need to be addressed, not just regulation, i.e. Personal: Encourages individual commitment to sustainable practices. This could involve advertisers and #marketers taking responsibility for reducing the carbon footprint of their #campaigns, setting personal goals that align with greener advertising. Relationships: Highlights the importance of trust and collaboration. In the #digital advertising ecosystem, fostering transparent and honest relationships between brands, #agencies, publishers, and #DSPs can help create a unified approach to sustainability. Organizational: Focuses on aligning a company's internal structures and policies. Organizations could establish sustainability guidelines, incentivizing teams to prioritize green media and reduce high-carbon inventory. Markets: Emphasizes leveraging market dynamics to incentivize sustainability. #Brands can align their market strategies to favor greener advertising, making sustainable practices more attractive and profitable. Institutional: Supports creating industry standards and regulations. With institutions like the Global Alliance for Responsible Media (GARM) setting guidelines, the industry can build a standardized approach to measuring and reducing carbon emissions in advertising. Societal: Advocates broader societal shifts in behavior. By educating consumers and stakeholders on the importance of low-carbon advertising, demand for sustainable practices could increase across the board. Environmental: Keeps the broader environmental impact in focus. The ultimate goal is ensuring that digital advertising minimizes its #carbon footprint, reducing the industry's overall contribution to #climate change.
The stalemate of sustainability: Who holds the responsibility of cutting carbon from digital ads?
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🚀 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
Sustainability is a lever for driving efficiency and reducing waste. When brands see that proven time and again, they will drive the change needed to push the entire industry to be better. By combining performance and emissions into a singular view to help brands make the smartest choices for their business, and that's what we did with Media Reporting. This evolution of our platform brings us a giant step closer to a decarbonized advertising ecosystem. Read more about our launch of Media Reporting in the latest from Catherine Perloff at ADWEEK. https://lnkd.in/evkN_47r #greenmedia #digitaladvertising #sustainableadvertising #adtech
Scope3 Tool Shows How Reducing Carbon Impacts Media Performance
adweek.com
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