Adaptive streaming specialist SeenThis has relaunched its emissions dashboard which enables advertisers to assess the carbon footprint of their marketing campaigns.
The dashboard, which was been designed from using methodology from the French organisation SRI (Syndicat des Régies Internet) measures the amount of data transferred per impression, as well as several other granular data points.
The new method will be used to quantify total emissions from creative delivery and grammes of C02e per thousand impressions (gPM).
In addition to the emissions dashboard, SeenThis’ granular data can be input into other more holistic platforms and tools, including those from Group M, Scope 3, Cedara or Impact +.
“The framework developed by SRI and Alliance is a very good starting point,” said SeenThis sustainability lead Simon Johansson.
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“It scopes out the life cycle of online advertising and the distribution of creatives through servers, networks and onwards through to end-user devices, taking a bottom-up perspective, and allowing the use of very granular data to quantify the emissions,” he continued.
“It can be used also for those that don’t have this type of granular data, providing a database with conservative estimates so you don’t have to wait for perfect data to start calculating to see where your emission sources are.”
SRI France directrice générale Hélène Chartier said: “The adoption by SeenThis of the SRIxAd framework demonstrates once again the high expectations of our ecosystem for standardising carbon measurement methodology.”
“This market alignment will hopefully accelerate concrete actions for reducing the carbon footprint of digital advertising.”
Johansson added: “There are still refinements needed to make it even better but GARM the Global Alliance for Responsible Media) and WFA (World Federation of Advertisers), together with Ad Net Zero, are working on aligning the industry around this.”
