Media services company Mindshare and sustainability platform Scope3 have created an Emissions Scorecard to help clients understand the carbon emissions of their digital media campaigns.
Mindshare’s clients will have an insight into near real-time carbon emissions of their digital media activities at both a macro level (business category, brand, country and publisher) and micro level (creative format, media type, ad environment).
Aligning with GroupM’s carbon decarbonisation methodology, the Mindshare Emissions Dashboard was built with Scope3 to report emissions of digital media activity. This will enable marketers to make informed decisions on balancing greener media with business outcomes.
“By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners,” said Dhruv Menon, Director, Mindshare. “More importantly, it will also empower media practitioners to make sustainable media buying choices with a goal of eventually reducing 50 pc of all digital emissions by 2030.”
The Emissions Dashboard was created as part of the Mindshare ‘Report, Reduce, Remove Initiative,’ a step-by-step approach to optimise investment to greener choices across the media supply chain, while ensuring minimal disruption to business needs.
June Cheung, Head of JAPAC for Scope3 said, “Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and de-fund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought, it becomes a valuable lever for improving campaigns.”
According to Scope3’s Q2 2023 State of Sustainable Advertising report, combined, digital display and streaming ads produce 7.2 million metric tons of emissions every year. Broken out by channel, display advertising accounts for over half—3.8 million metric tons—and streaming contributes 3.4 million metric tons to the global number.
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