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Ozone launches carbon footprint measurement tool

Publisher-built digital advertising platform Ozone has launched a carbon emission measurement tool to calculate the carbon footprint of campaigns.

As part of the business’ fifth birthday celebrations and its plan for carbon net zero campaign delivery by 2030, ECOzone will calculate the carbon footprint of campaigns delivered through the platform’s managed service capability.

“We’re excited to launch ECOzone to provide a more granular, robust and transparent view of the carbon footprint of Ozone’s managed service campaigns,” said Dora Michail-Clendinnen, Chief Strategy Officer at Ozone. “We have deliberately focused on the element of campaign delivery that we have direct control over, to provide advertisers with the reassurance that campaign delivery is as carbon efficient as possible across the premium web.”

ECOzone works using emissions data collected from Ozone’s cloud partners. A weekly average figure based on the amount of CO2 used to deliver publisher impressions to advertisers is calculated from a dataset verified by independent environmental consultancy Green Element. Each campaign is then factored by this amount to provide a bespoke CO2 measurement for that activity.

The metrics will be included in every managed service post-campaign analysis delivered by Ozone, with a staggered rollout across Q3 2023.

“Creating a more sustainable advertising ecosystem has always been core to Ozone’s existence, and we have long believed that working more directly with publishers or publisher-owned platforms like our own is key to that,” added Michail-Clendinnen. “We are proud to offer advertisers and agencies a more direct way to reach audiences – responsibly and sustainably – across the premium web, and we believe ECOzone represents a great first step towards a transparent and real-world measure that works for both conscious brands and premium publishers.”