MarTech Edge’s Post

The fragmented nature of carbon emissions data today makes it difficult to understand the true impact of a company’s actions and whether or not carbon reduction is happening. By pulling granular activity-based advertising emissions data directly into your corporate carbon accounting platform, you get a more complete view of your carbon footprint and can easily see how your media decarbonization efforts are contributing to corporate net-zero goals.

If you missed our webinar launching Ad Net Zero's Industry Roadmap, grab a cup of coffee and sit with me for a 20 minute review

Discover Townsend FEEHAN's thoughts on the launch of Ad Net Zero Europe. As the CEO of IAB Europe, Townsend shares an invaluable perspective on this. Don't miss out! 🍃 #AdNetZeroEurope #Sustainability #IABEurope

CONNECTING THE DOTS BETWEEN CARBON ACCOUNTING AND MEDIA DECARBONISATION CONTEXT Media emissions represent a significant part of global emissions. Yet, of the 80% of listed companies with net zero targets, none are effectively addressing media emissions. Why is that? THE PROBLEM Imagine you're a Chief Sustainability Officer at an advertising company. You're tasked with tackling the entire corporate footprint – materials, business travel, electricity, etc. You want to address emissions from marketing, given that 5-7% of your revenue is spent there. However, you're missing the tools to accurately measure and act on media emissions. At best, you rely on rough estimates based on spend data: for every dollar spent on media, you estimate a certain amount of carbon emissions. You present your findings to the board. Your CEO asks how to reduce these emissions to achieve net-zero. Caught off guard, your only answer is to spend less on marketing and media – a non-starter, as media drives growth. Your CEO and the C-suite look at you like you’re from another planet. As you picture this situation in your mind, you decide to exclude media emissions from your company's carbon footprint scope. This superficially solves the problem but misses the opportunity for meaningful progress – something the planet desperately needs. THE SOLUTION We are excited to announce that, starting today, companies have a simple way to include activity-based media emissions in their corporate footprint. By uploading all campaign data to Scope3, 51toCarbonZero customers will receive their total media and advertising emissions directly in their corporate carbon reporting dashboard. This data is ready for disclosure and action. GET IN TOUCH To learn more, please contact us, whatever industry you are in, if you spend money in advertising. This could be a turning point in our collective effort to uncook the planet! Thanks to the Scope3 team, in particular Brian O'Kelley Anne Coghlan Brenda Tuohig and Tiffany Collins

THIS WILL REDEFINE WHAT’S POSSIBLE WITH GREEN MEDIA. 🤯 Transform your digital campaigns with our new Green Media Products, designed to drastically cut emissions without compromising performance. Powered by Scope3, these innovations deliver an average groundbreaking 70% reduction in carbon footprint. “At VideoHeroes, we’re proving that sustainability can fuel high performance,” says our Managing Director, Kike Rodríguez. David Fischer, Head of Global Ad Tech Platforms at Scope3, added, “By integrating Scope3’s emissions data into the intelligence behind VideoHeroes’ platform, we’re helping brands optimize campaigns while minimizing their environmental impact.” Take your campaigns to the next level—sustainably. Learn more: https://lnkd.in/dJ7Mz_2h #Sustainability #GreenMedia #DecarbonizeAdvertising #VideoHeroes #Scope3

🌱 When you think of pollution, you probably picture smokestacks and airplanes—not digital ads. But the truth is, the ad tech industry is a hidden contributor to environmental damage, and it’s time we start addressing it. Jon Schulz, CMO of Viant Technology, is leading the charge for sustainability in digital advertising. His journey from IT to ad tech has shaped his approach to this critical issue, and Viant’s Adtricity initiative is helping advertisers decarbonize the programmatic supply chain, one campaign at a time. Check out the full story here: https://bit.ly/40iVS4b #Sustainability #GreenTech #GlobalWarming #CMO #GoGreen

How do the new GARM and Ad Net Zero standards benefit the industry? Alignment and more movement from the industry on sustainability. Read more in Digiday featuring Joseph Worswick: https://bit.ly/3XrarRq

THIS WILL REDEFINE WHAT’S POSSIBLE WITH GREEN MEDIA. 🤯 Transform your digital campaigns with our new Green Media Products, designed to drastically cut emissions without compromising performance. Powered by Scope3, these innovations deliver an average groundbreaking 70% reduction in carbon footprint. “At VideoHeroes, we’re proving that sustainability can fuel high performance,” says our Managing Director, Kike Rodríguez. David Fischer, Head of Global Ad Tech Platforms at Scope3, added, “By integrating Scope3’s emissions data into the intelligence behind VideoHeroes’ platform, we’re helping brands optimize campaigns while minimizing their environmental impact.” Take your campaigns to the next level—sustainably. Learn more: https://lnkd.in/dJ7Mz_2h #Sustainability #GreenMedia #DecarbonizeAdvertising #VideoHeroes #Scope3

Today saw the launch of Ad Net Zero's Australian chapter and Benedictus Media is excited to announce its commitment as a foundation supporter. This industry-wide initiative will focus on reducing carbon emissions from advertising and media operations, production, and planning. These emissions are huge - more than aviation - and growing with the increasing use of AI. Ad Net Zero launched in the UK in 2020 and aims to provide a framework for advertisers, agencies and media owners to plan a path to net zero and harness advertising’s power to support behaviour change. It has been heartening to see the industry come together over this issue, even if it has taken a while here in Australia. As an industry we have a rotten record on climate. With Ad Net Zero we have the words, now it's time to walk the talk. For information on becoming an Ad Net Zero supporter, head here: https://lnkd.in/g38zdqdp   #AdNetZero #Sustainability #ClimateAction Gai Le Roy, Sophie Madden, Josh Faulks, Tony Hale, Marta Fernandes (GAICD), Danielle St. George, Damien T., Rogan Burns, Josh Burns, Alizée Berger, Celina Muscat, Isabella Allsop, Joss Merrill,