Global media platform Teads shared the key carbon benefits of working with Scope3 on its direct inventory.
Scope3 models the carbon emissions of digital advertising that brands can use to measure awareness on the magnitude of emissions on events such as media production, ad selection and programmatic processes — and can apply strategies to reduce carbon.
Remi Cackel, chief product officer at Teads, a cloud-based, omnichannel platform, believes sustainability is a core value for the company, and this partnership will enable it to make a real impact in reducing the environmental footprint across the industry.
The initial assessment shared Monday, which resulted from analyzing more than 500 domains with direct integration, demonstrates progress in lessening the carbon footprint of advertising companies and shows how using Scope3 data for internal analysis can continue to improve Teads’ performance.
The goal is to use Scope3 data in Teads platforms. The data generated by the partnership should help advertisers make decisions more effectively and easily around decarbonization.
Brands measuring their entire media plan will have access to a greater level of transparency to easily determine the most direct link to supply, and optimize efficiency in terms of carbon emissions compared to other platforms.
Monitoring emissions and testing different optimization methods on inventory, as well as how the campaign is set up, enable Teads to explore best practices to reduce carbon emissions, and also allows the company to find the balance between emissions and performance metrics.
Following this method helps the environment. Digital advertising has a significant environmental footprint, like any other major digital service.
The digital sector is reported to have a growing footprint, and marketers and companies must address this.
Teads can minimize the emissions related to programmatic processes by avoiding long and complex supply chains.
Historically, Teads focused on building direct contractual relationships with publishers. It does not resell the inventory to other sell-side platforms. This minimizes the supply-chain complexity. Scope3's model reflects this.
Scope3, which specializes in carbon emissions modeling for digital advertising, publishes an open-source methodology and provides an API to convert campaign delivery data into carbon emissions.
Teads worked with Scope3 to reduce ad selection emissions in March as just one piece of overall impression measurement, and experienced a global average of 120 gCO2PM per impression.
This number was the same for the 500 tested domains when not purchased through the Teads direct integration. When the 500 domains were purchased with the Teads direct integration, the average ad selection emissions generated 99% reduction -- 0.6 gCO2PM -- the company estimates.
The data is for March 2023 only and does not reflect the total emissions of an impression.
Recent major updates in Scope3 methods report tailored emissions by seller, making it mature enough to use it as decision-making tool to reduce the emissions of campaigns.