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IMPACT+: Reducing the carbon impact of digital advertising


Ad Tech Measurement Sustainability
Ad Tech Measurement Sustainability

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IMPACT+ released their white paper, "Reducing the carbon impact of digital advertising" as a tool to help educate the industry on the topic. The paper looks at the current state of emissions in digital advertising, the complexities and opportunities, and finally some practical steps to start reducing your carbon impact

This comprehensive guide aims to provide a thorough overview of the link between digital advertising and climate change, as well as step-by-step approaches to improving the sustainability of your online advertising.

The white paper contains 5 major takeaways that we’d outline right here in this email:

  1. The importance of adopting environmental performance indicators. Our new white paper outlines need for the industry to adopt a consistent measurement approach.
  2. The need to eco-design your creatives and your site. The white paper discusses the fact that, in the case of digital advertising, the work of the creative teams who produce the graphic elements and the click-through website is key. Inside, you’ll find the ‘how’ behind this. Our hope is that this will arm your creative team to be a key player in your digital advertising sustainability.
  3. The importance of thinking about your ad-tech stack. The more technology involved in ad serving, the more resources used and the more carbon emitted. Our white paper discusses considerations around building media plans and the need to limit waste when buying or selling programmatically.
  4. Focus on reducing energy loss due to advertising waste. An ad that does not reach its target creates energy loss and therefore unnecessary carbon emissions. The white paper details how to raise the quality standards of advertising distribution by optimising the viewability of advertisements and thus lower the rate of energy - sapping, wasted impressions.
  5. How to measure the impact of your action against the counterproductive effects. Our white paper details how an effective action in one context is not necessarily effective in another. The same action can have a positive or negative impact depending on the nature and parameters of the campaign, and this is an important consideration when it comes to driving sustainability in digital advertising.

By James Jones, Chief Marketing Officer


IMPACT+ is the first technological solution enabling digital advertising players to measure and reduce environmental impact without losing performance

Posted on: Wednesday 20 September 2023