Teads has announced a partnership with Impact+, to allow advertisers to evaluate the greenhouse gas emissions of their campaigns.
Impact+ is a third-party measurement provider, which can estimate the carbon footprint of digital communications and suggest how to set up an environmental KPI.
The initiative is aimed at supporting brands and agencies in their CSR approach, by understanding how to minimise carbon footprint, without compromising media performances.
With this measurement, brands will have the ability to minimise the power consumption of each impression served, as well as reduce the electricity impact of each media objective, with Teads’ minimising the amount of impressions required to reach the same objective.
The calculation provided by Impact+ is based on the required energy for hosting advertising creatives, transporting them on the network, and using the user’s device displaying these ads.
Currently, the solution has been introduced across APAC and ANZ, exclusively to the OMG group and its clients. It has also gone live with 10 clients of OMG APAC.
Paul Shepherd, chief investment officer and president, Annalect, OMG APAC, said, “As
brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply
solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we
collaborate with partners to develop systems and processes to make sustainability accessible for
our teams. This supports our drive in ensuring planning and optimising media campaigns for
reduced carbon emissions becomes market practice.”
Emmanuel Fischmeister, VP, business development, Teads, said, “We are extremely
excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of
the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce
and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry.”
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