My article on the topic of carbon emissions generated by digital advertising was published on AdAge! Here is the link if you'd like to read it. https://lnkd.in/gH4s7793
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In a piece that has put an unacknowledged thumb on the scale for degrowth and economic contraction, this statement is missing one thing. The AA needs to explicitly state it is driving the substitution of high carbon revenues with low carbon revenues, through lobbying and best practice, and where that’s currently limited by energy/production systems, to insist that advertisers bury all the emissions with credible, independently audited, land-rights-respecting nature-based CDR. “Our research shows the goal of most advertising is to help brands, products, and services grow sales at the expense of their competitors,” a spokesperson for the Advertising Association said. “This leads to substitution rather than increased consumption overall.” #climate #consumption #advertising
Ad industry grapples with role selling consumption in climate crisis
theguardian.com
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"I get it, Brian: we should all do more stuff for the environment. But let's get real. Is sustainable advertising actually going to make a difference in the real world?" YES! According to the most recent research from Scope3, the carbon emissions of the digital advertising industry have dropped 9.6% in the past six months! However, that's not consistent across every country and channel. The UK actually saw emissions increase over that period, for instance. There's more in this report, including analysis from Dr. Augustine Fou about the impact of fraud on emissions, the difference between quick and slow reduction on total environmental impact, and case studies about a couple of countries and publishers. To save you time and provide some more color on the data, I recorded a walkthrough! I think it's worth 10 minutes of your time, as is the full report which you can find here: https://hubs.li/Q02dfPPN0. Looking forward to your feedback (and do send this to your friends in the UK!!)
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Measuring the carbon impact of your channels life cycle can n help the advertisibg industry become more sustainable Find out why in our article published by Advertising Week #marketreach #mail #sustainability
What can the ad industry do to reduce its impact on the environment?
royalmail.smh.re
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Banning advertising can be a part of climate action. I have two recent pieces exploring the links between advertising, growth, capitalism and climate change: A blog for Adfree Cities https://lnkd.in/e3_8QFQK A paper for the C40 Cities Journal of City Climate Policy and Economy https://lnkd.in/eiZgwUNe TLDR: Capitalist dynamics that we take for granted (making money as the main motivator of production, consumerism, endless Growth etc) are actively created by cultural forces - one of which is advertising. By banning capitalist adverts we create space for art that promotes alternative sets of values and dynamics that can help deliver climate-compatible economies.
The commodification of life itself: how advertising promotes endless growth, and how it could be otherwise - Adfree Cities
https://adfreecities.org.uk
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Do you know how ad emissions compare around the world? What about by channel? We’ve been working really hard to refine our emissions benchmarks, and...they’re now part of the CSP. You can see the data when you’re logged into your account on our Collaborative Sustainability Platform. These industry benchmarks provide guidance as our industry strives to meet sustainability goals all around the world. The data has been available on the platform for a while, and we’re still excited to share it — after all, our data model is continuously improving and expanding. In particular, we recently released an update to our model that made every piece of data in Scope3 even more accurate. We also added social media benchmarks. Explore ad emissions for yourself at https://scope3.com/. #ademissions #adtech #digitalmedia #sustainablemedia
Explore emissions data in the Scope3 Collaborative Sustainability Platform
scope3.com
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Digital advertising campaigns generate carbon emissions - that's a fact! Curious to learn how much carbon emissions are generated by your ad campaigns? Try out Sharethrough's Carbon Emissions Estimator to get your digital advertising campaign estimate, and start taking actions to reduce campaign emissions. 👉 Discover Sharethrough's Carbon Emissions Estimator: https://lnkd.in/gpxmnmuk #carbonemissions #carbonestimator #netzeroads #netzerocampaigns #GreenPMPs #GreenMediaProducts #GMPs
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Did you know that you leave money on the price floor? (Spoiler alert: This money could have been better invested!) Why? The digital advertising ecosystem alone is responsible for 3.5% of all greenhouse gas emissions. Just to put it into perspective, a single ad campaign generates a whopping 70 tons of CO2 equivalent emissions, which equals what seven individuals produce in a year! So, 32% of each person's carbon footprint comes from the ads they encounter. At this rate, advertising contributes to emissions equivalent to 56 coal-fired power plants annually, just in the UK. Imagine the global scale! So, where does this carbon footprint come from? It's a complex web, with direct and indirect factors playing a role. The emissions associated with ads that are not reaching the right target audience are enormous. This means ads pollute through their placement (AND waste your money). A significant portion of online ads ends up on pages designed solely for advertising, not legitimate media. This not only provides zero value to brands but also comes with a high environmental cost. Reliable sites generate 52% fewer emissions, given their lighter technological load. As consumers, we can also make a difference. By optimizing video content, being mindful of where and how ads are filmed, and choosing campaigns delivered via Wi-Fi rather than mobile internet, we can slash emissions by 50-70%. Let's all play our part in making advertising more responsible, sustainable, and worth the money. 🌟🌏 #Advertising #Environment #pricefloor #CarbonFootprint #programmatic #risewithus
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Make every ad a sustainable one. Covering everything from how ads are made and distributed to the behaviours they promote, this is an essential resource for advertising professionals to accelerate change in the face of the climate crisis. Get your copy here: https://bit.ly/3Iau3AM #SustainableAdvertising #SustainableAdBook #Advertising
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🌱 Here’s our five-step approach to achieving sustainable advertising 👇 Learn more about our Green Media solutions and help decarbonize digital advertising: https://lnkd.in/epfmV9Ht #sustainability #sustainableadvertising #BetterMedia
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