Interviews, insight & analysis on digital media & marketing

Over 60 brands tap Picnic’s user-first ad marketplace for 50% lower carbon emission buys

Picnic, the user-first ad marketplace, has proven that its ad solutions not only drive results, but also generate substantially lower carbon emissions than the current digital advertising average. A leader in sustainable media, Picnic is also the first company to measure and compensate carbon emissions across 100% of measurable activity as standard, powered by Scope3. 

Picnic has announced that a single ad impression delivered across its user-first marketplace generates just 0.49g of CO2e on average as measured by Scope3, 50% lower than a current industry estimate. This is a result of Picnic’s unique inventory which must pass a user experience algorithm based on Google Core Web Vital data – ensuring page stability and fast load speeds due to reduced supply chain complexity.

Further to this finding, Picnic is the first company to exclusively offer Green Media Products, powered by Scope3. This means that all emissions generated from activity across Picnic’s marketplace are measured and fully compensated for via high-quality carbon removal projects as standard. Since partnering with Scope3 in June this year, Picnic has helped more than 60 advertisers on their paths to achieving net zero advertising. So far the activity has compensated the carbon equivalent of keeping 33.2 million smartphones charged for an entire year.

This step by Picnic comes at a time when the impact of digital advertising is more apparent than ever. With the internet accounting for 2% of global carbon emissions – the equivalent of aviation’s impact – advertisers are becoming increasingly eager to media plan with sustainability as priority. Agencies such as Dentsu International are committed to reducing the emissions associated with media by 46% by 2030. 

Sadie Stuart, Display Manager at Dentsu says: “Sustainability is now a key priority in media planning. Running campaigns with ad tech vendors such as Picnic takes us one step closer to achieving our net zero goals. What’s more – Picnic’s detailed post-campaign emission insights help us to keep brands informed on their impact.”

Over the coming months, Picnic will be rolling out exciting new initiatives to help advertisers on their paths to net zero advertising; from product initiatives such as low emission targeting segments to supply path optimisations ensuring active investment in publisher partners that meet the required carbon thresholds. 

Alexander Taylor, Head of Partnerships at Picnic says: “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives that we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.”

If you want to find out more about how Picnic’s carbon neutral advertising solutions can support your goals, get in touch:


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