Adform has announced a strategic partnership with Scope3 to enable advertisers to reduce their carbon footprint.
This partnership comes at a pivotal point as the programmatic industry makes a collective and long overdue effort to create a greener digital ecosystem. Approved in 2022 and effective in the EU in 2023, legislation such as the Corporate Reporting Sustainability Directive will finally start holding companies accountable for their CO2 emission within global supply chains.
Adform is initially rolling out the Scope3 integration as a beta tool to a select number of clients and will make the solution universally available later this year.
Oliver Whitten, Chief Operating Officer of Adform said: “All companies have a responsibility to measure and reduce carbon emissions and the digital advertising value chain is no different. As a client-centric company, we see the work that Scope3 is doing as a significant leap forward, so they were a natural partner for us as we sought to accelerate solutions for our clients. We look forward to working closely with Scope3 to make it as easy as possible to invite advertisers to make environmentally positive choices at scale.”
Brian O’Kelley, CEO and co-founder, Scope3 said: “Based on Scope3 data, we found that removing 5-7% of domains can reduce 25-30% of the carbon footprint of campaigns with NO change to performance. By building carbon measurement and reduction capabilities into the Adform platform, we can drive systemic decarbonization, reduce media waste, and in effect make doing the right thing for the environment the right thing for campaign performance.”
Commenting on the partnership, Norman Wagner, Head of Group Media, Deutsche Telekom AG said: “Deutsche Telekom has made a clear commitment to climate-neutral business practices, which is why we are excited about the opportunity to test with Adform, in our efforts to bring transparency in our advertising carbon footprint. We have been working with Adform for years, so we are happy to be further aligned with them on issues as important as reducing carbon emissions.”