Ad decarbonisation company Scope3 has launched Climate Shield, a new climate data solution which works to lower carbon emissions across the digital advertising sector .
The ‘always-on’ software reduces the carbon footprint of digital ads by automatically blocking high emissions ad inventory, systemically reducing ‘climate risk’ and creating a more sustainable advertising ecosystem.
“Taking simple steps has a huge impact on reducing carbon emissions and simultaneously cleans up a wasteful ad ecosystem. Just as viewability and brand safety have been folded in with performance metrics, carbon must now be a consideration,” said COO and co-founder Scope3 Anne Coghlan.
“While robust and accurate emissions data are foundational to sustainable advertising, it is ultimately the actions that are taken with it that will drive change.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
In tests conducted over the last few months Scope3 found that streamlining the programmatic supply chain – including across domains with excessive carbon emissions and MFA (media for advertising) content – has no adverse impact on reach for buyers.
Scope3 ceo and co-founder Brian O’Kelley said the tests showed “significant carbon reduction with no negative reach or performance implications”.
“These results are exciting, and more importantly, they offer concrete proof that marketers don’t have to make trade-offs between good and green,” he added.
The new product comes after a Guardian investigation revealed that more than 90% of rainforest carbon offsets are worthless, and amid calls for greater transparency around green claims.
Last year Scope3 launched Green Media Products which helped advertisers find and buy PMPs (private marketplaces) that can reduce their carbon footprint. The new Climate Shield product expands this across a wider programmatic landscape.
