Interviews, insight & analysis on digital media & marketing

OpenX, DoubleVerify partner with Scope3 to address carbon emissions

Ad tech firm OpenX and media measurement platform DoubleVerify have both entered into partnerships with Scope3, which aims to help tech companies to lower their carbon footprint.

OpenX will leverage Scope3 to measure and compensate for the carbon emissions of brand advertising campaigns via ‘Green Xchange Packages’. The partnership advances OpenX’s ‘Path to Net-Zero’ – an initiative which has positioned the company at the forefront of the industry’s sustainability practices.

OpenX is the first advertising exchange to be certified as carbon neutral, having reduced its carbon emissions by more than 90%.

“OpenX’s success in carbon reduction and our ongoing development of sustainable advertising products will drive our collective effort to reduce the carbon impact of digital advertising and help our customers meet their own sustainability goals,” said John Gentry, Chief Executive Officer of OpenX. “We’re eager to support all companies making advances in sustainability within the industry, and working with Scope3 is an important step in providing advertising solutions that measure climate impact and consume less energy.”

DoubleVerify’s partnership with Scope3 will provide advertiser and agency customers with a campaign-based carbon footprint metric via DV Pinnacle.

The metric, which is currently in development, will provide customers with detailed campaign-based reporting outlining the digital supply chain entities that contributed to their campaigns’ emissions, as well as providing the ability to customise data and reporting to cover specific partners, platforms, channels, inventory, formats, and regions.

“We can’t expect carbon-aware decisions about ad spend to be made without a comprehensive and accurate view of how supply-side partners are contributing to emissions,” said DoubleVerify CEO Mark Zagorski. “With Scope3, we are able to provide advertisers and agencies with the information they need to take action and drive real change. For the first time, they will be able to use this new offering to measure and reduce the impact of their properties and ad spend, all via DV’s massive verification backbone.”