Yahoo has announced an integration with carbon emissions firm Scope 3 in a bid to offer advertisers carbon-neutral inventory.
The tech company’s collaboration with Scope 3 will provide new opportunities for advertisers to buy Scope3 ‘Green Media Products’ and carbon-neutral private marketplace (PMP) media through the Yahoo SSP.
According to Yahoo, the digital media and advertising industry has a ‘massive’ carbon footprint because of the complexity of digital ad supply chains and the ‘sheer volume’ of ad transactions. Scope3 was created to help solve this particular sustainability problem.
The tech measures the carbon emissions of the entire digital advertising supply chain to help brands like Yahoo make it easier for advertisers to buy through their platform while factoring in sustainability concerns.
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“It is important that the industry moves and considers sustainability in buying decisions as the whole industry is on a journey to move to being more sustainable,” Yahoo chief revenue officer, Elizabeth Herbst-Brady, said.
“This adds another layer of choice and flexibility to our customers.”
Scope3 head of global and strategic partnerships, Brenda Tuohig, added: “There are few platforms that can provide the global reach and scale of Yahoo. That, combined with Yahoo’s enthusiasm for driving increased adoption of sustainable advertising practices, makes this integration an incredible milestone for changing the industry.
“By offering access to Scope3’s Green Media Products directly in platform, Yahoo is giving brands around the world a simple and standardised way to shift their buying behaviour in favour of more sustainable media while helping ensure responsible publishers continue to thrive.”
