Adform launches digital carbon footprint monitoring service in Romania

Adform, one of the largest global independent companies providing an integrated online advertising platform, is launching a digital carbon footprint monitoring service in Romania.

Through this functionality, companies will be able to access an adaptable and scalable solution to consider carbon emissions in their advertising decisions and campaigns. Operationally, they will also be able to use a single platform to measure their carbon footprint, allocate budgets toward sustainable media, and reduce emissions.

The technology is implemented in partnership with Scope3, the company that has developed an innovative method for evaluating greenhouse gas emissions associated with an organization’s indirect activities. In the context of advertising, the use of Scope 3 refers to measuring and reducing greenhouse gas emissions associated with advertising and marketing practices, including the production of advertising materials, advertising campaigns, distribution, and the impact of advertising products on consumers.

The first carbon footprint measurement test through the Adform platform was conducted by the Audi brand in the Czech Republic in April this year, as part of a digital campaign aimed at launching the Audi e-tron range of fully electric vehicles in the Czech market.

The use of Adform’s digital carbon footprint monitoring service resulted in a 52% reduction in carbon emissions for Audi’s digital advertising campaign compared to the market average. Furthermore, the reduction in carbon emissions was achieved while maintaining and improving campaign performance, leading to a 65% increase in CTR compared to Audi’s historical performance data in previous campaigns. By dynamically excluding 30% of the media with the highest emissions in the market, Adform optimized the carbon footprint of Audi’s digital advertising campaign, reducing emissions to 131 gCO2PM (grams of carbon emissions per thousand impressions), compared to the market average of 276 gCO2PM.

Adrian Biciu, Commercial Director SEE Adform:

“In recent years, sustainability has become increasingly relevant in various fields, including online advertising. However, considering that online advertising accounts for between 2% and 4% of total greenhouse gas emissions, it is important for a successful campaign to have a reduced impact on the environment and minimize its carbon footprint. Adform’s innovative approach, using Scope3, demonstrates that we can adopt more sustainable advertising practices while maintaining brand performance levels.”

The carbon emission reduction function is based on two important criteria: media distribution and ad selection, which account for 70% of the total evaluation of digital advertising.

“As all media becomes digital and digital advertising becomes increasingly programmatic, it is essential not to perpetuate sustainability issues. It is important to consider ways in which we can reduce financial losses, streamline ad buying processes, and minimize environmental impact to ensure a sustainable and transparent advertising industry. Adform offers marketing solutions based on first-party data and privacy-compliant identification solutions, accompanied by carbon emission measurement and optimization, which represents an excellent opportunity for brands looking to act in a sustainable and responsible manner. “, added Adrian Biciu.

Adform’s objectives are focused on developing and implementing a comprehensive ESG model. Recently, Adform has also joined the Ad Net Zero network, a professional association aiming to promote sustainable practices within the advertising and marketing industry and encourage the reduction of greenhouse gas emissions associated with advertising campaigns.

For more information about Adform’s activities, please visit https://site.adform.com/.

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