Choosing the right KPI to reduce the greenhouse gas emissions of digital advertising isn’t as simple as it seems. I’m convinced that using an impression-based environmental performance indicator to measure the efficiency of a strategy, is a mistake that everyone must avoid. The choice of the right KPI to monitor is at the core of our discussions with clients since 2020, and I believe it’s time to broaden the conversation. In my new article on @medium, I outline the best KPIs for effectively reducing digital ad emissions and explore how two campaigns with the same budget can result in very different levels of GHG emissions. I also discuss the “Rebound Effect” that must be avoided in our digital advertising industry. By focusing on the right metrics and avoiding misleading indicators, we can genuinely reduce the environmental impact of digital advertising. Read the article here : https://lnkd.in/dd5DY_94 #Sustainability #DigitalAdvertising #ReboundEffect
DoubleVerify’s Post
More Relevant Posts
-
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
To view or add a comment, sign in
-
"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!!)
To view or add a comment, sign in
-
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
To view or add a comment, sign in
-
7.2 million metric tons of emissions are released into the atmosphere from display and steaming advertising every year. Knowing both the size of the emissions problem and where there are opportunities to reduce is the only way we can begin to make progress on making advertising net-zero Read our latest quarterly report, The State of Sustainable Advertising, for insight into what emissions look like across the ad industry, how climate risk inventory is impacting campaigns and what happens when it's blocked: https://lnkd.in/dSB8xU2k
Download Scope3's Q2 State of Sustainable Advertising Report
https://typeform.com
To view or add a comment, sign in
-
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
To view or add a comment, sign in
-
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
To view or add a comment, sign in
-
-
Measuring the carbon impact of your channel’s life cycle can help the advertising industry become more sustainable. Find out why in our article, published by Advertising Week. 👉
What can the ad industry do to reduce its impact on the environment?
royalmail.smh.re
To view or add a comment, sign in
-
Mail Media Marketing and Sales Consultant | Fitness & Health Coach| Empowering Individuals and Groups To Achieve Their Goals
Measuring the carbon impact of your channel’s life cycle can help the advertising industry become more sustainable. Find out why in our article, published by Advertising Week. 👉
What can the ad industry do to reduce its impact on the environment?
royalmail.smh.re
To view or add a comment, sign in
-
Don't miss your opportunity to hear Anne Coghlan debate what needs to happen in the next as the ad industry moves closer to aligning on sustainability standards. Hosted by IAB Europe the live panel will explore the current adoption of emissions measurement and reporting practices, the barriers we'll need to overcome and where to our focus needs to be in order to meet our goal to decarbonize. Register now at https://lnkd.in/e9WRVDQb #digitaladvertising #greenmedia #sustainablemedia #iabeurope
IAB Europe's The Great Debate: Sustainability in Digital Advertising
https://iabeurope.eu
To view or add a comment, sign in