Ozone, a publisher-built digital advertising platform, has developed a carbon measurement tool for publishers, adding to the solution it launched last year for brands.
ECOzone for Publishers measures the carbon generated by partners’ heading bidding campaigns activated through Ozone. Aligned with the GARM Suitability Framework, the tool will show each of Ozone’s publisher partners how much carbon is being generated through the platform, how much carbon is being generated by ad partners, and feature a revenue:carbon efficiency metric.
“We’re delighted to get ECOzone for Publishers into the hands of our community to provide more controls and levers for them to manage their success in today’s ever changing ad landscape. Openly reporting the data points that allow publishers or brands to make their own informed decisions, reinforces the principle of transparency that has always been central to the Ozone proposition,” said Danny Spears, Chief Operating Officer at Ozone.
“Through this openness, we can help create a more sustainable future – be it for journalism, the digital ecosystem, or as in this case, the environment – something we believe should be an ever-present hygiene factor for our industry’s growth.”
The free-to-use reporting tool – built on carbon data from Ozone’s cloud processing – is already available to 19 different publishing groups. One publisher, according to Ozone, has been able to reduce the carbon generated per ad request by around 10%.
Its sister metric, ECOzone for Brands, has been made available in almost 100 post-campaign reports, measuring nearly one billion impressions. In 2023, Ozone reports having reduced tCO2e (tonnes of carbon dioxide equivalent) by 12.7%.
