Supply-side expert Multilocal has launched a low carbon marketplace to clients globally. In partnership with carbon intelligence platform Cedara, it is now able to measure and help clients to optimise their processes and reduce carbon emissions.
The launch of Multilocal’s low carbon marketplace, tagged as Green PMP deals, comes as sustainable advertising is gaining momentum in the advertising industry, and as a study by Scope 3 shows that advertising campaigns generate 215k tonnes of carbon every month.
Cedara’s methodology has given Multilocal insight into how much carbon its own business is responsible for as well as where it can add value for its partners, for instance by ensuring that no unnecessary bid requests are sent. Multilocal clients are able to benchmark carbon contributions both as individual businesses and as part of the wider advertising industry; alongside the ability to curate PMPs from publishers with less than 1 metric tonne carbon emissions, as measured by Scope 3. Clients can leverage its advanced targeting tools to identify eco-conscious consumers across all verticals.
James Leaver, Multilocal’s CEO, commented: “With growing numbers of companies conscious about the carbon emissions driven by their advertising – and as the market continues to look for innovative ways to counter challenges posed by our increasing use of digital technologies – Multilocal has been able to offer yet another innovation to the sell-side to optimise ad curation efforts across the globe.”
Indeed, the recent ANA Programmatic Media Supply Chain Transparency Study, which focused on open web programmatic advertising, warns of significant issues around inefficiencies and waste. This suggests that sustainability efforts can be enhanced with productive programmatic media buying, pointing to opportunities to drive at least $20 billion in efficiency gains.
Fern Potter, VP Product and Partnerships at Multilocal, said: “At Multilocal, we are on a journey alongside our partners. Not only have we measured our own carbon emissions and streamlined our bid process, but we have also set out to provide clients with the ability to manage their carbon emissions as responsible marketplaces gain momentum across the industry. We are delighted to offer access to technology that can reduce carbon emissions,, as well as giving advertisers the opportunity to target eco-conscious audiences across all verticals and markets. For companies conscious about how much carbon they release, this is a significant step forward.”