InMobi launches green media deals to reduce mobile ad carbon emissions

On October 15, 2024, InMobi Advertising announced a significant partnership with Scope3 to launch the world's largest green media offering specifically designed for mobile and in-app advertising. This initiative, revealed in San Mateo, California, marks a major step towards sustainability in the digital advertising industry.

InMobi Advertising, a leading provider of monetization and marketing technologies, has chosen to collaborate with Scope3, a collaborative sustainability platform focused on decarbonizing media and advertising. This partnership aims to address the growing concern over the environmental impact of digital advertising.

According to Abhay Singhal, CEO at InMobi Advertising, "This partnership with Scope3 and the launch of InMobi Advertising's green media offering marks a significant milestone in the company's sustainability journey." Singhal emphasizes that this initiative translates InMobi's commitments into tangible actions that will positively impact both the environment and the advertising industry.

Key features of InMobi's green media offering

The new Scope3-powered solution offers several benefits to InMobi Advertising's clients:

1. Measurement of campaign emissions at the deal ID level for all green media campaigns
2. Reduction of campaign emissions by focusing on direct, high-quality, and low-emissions inventory
3. Simultaneous optimization of emissions and campaign performance

Data from Scope3 indicates that campaigns running on green media-compliant products have shown promising results:

• An average 39% reduction in emissions
• A 10% increase in click-through rates

The impact on advertisers and the industry

David Fischer, Global Head of Ad Tech Platforms at Scope3, highlights the importance of this initiative: "Inefficiency and waste in digital advertising aren't just bad for marketers—they're bad for the planet, too. The industry must shift to more sustainable media buying, but that change will only happen if marketers see the connection between sustainability and growth."

This sentiment is echoed by Martin Bryan, Chief Sustainability Officer at IPG Mediabrands. Bryan cites their recent global study, Sustainability Speaks, which found that 77% of people want to see more companies take a stance on sustainability. Furthermore, the study indicates that brands' climate action has a direct impact on purchase intent.

Technical details of the green media segments

InMobi Advertising's green media segments, powered by Scope3, provide brands and agencies with:

• Detailed and transparent emissions reporting
• Ability to make carbon-conscious decisions at scale
• Alignment with strict environmental targets

The solution complements InMobi's launch of attention measurement on in-app placements in late 2023, which has already demonstrated a reduction in carbon emissions.

InMobi's broader sustainability commitments

This initiative is part of InMobi Advertising's larger commitment to sustainability:

• In 2023, InMobi became one of the first Ad Tech companies to commit to setting near- and long-term targets in line with science-based net zero with the Science-Based Targets Initiative (SBTi)
• InMobi plans to submit these targets to SBTi for validation before 2025
• The company is a member of Ad Net Zero, demonstrating its dedication to reducing emissions across the advertising value chain
• InMobi collaborates with Givsly and is a founding member of AdTechCares, further emphasizing its multifaceted approach to sustainability

The future of sustainable advertising

As the advertising industry grapples with its environmental impact, initiatives like InMobi's green media offering pave the way for a more sustainable future. By providing tools to measure and reduce carbon emissions, while simultaneously improving campaign performance, InMobi is addressing both environmental concerns and advertiser needs.

Key Facts

• Announcement Date: October 15, 2024
• Partnership: InMobi Advertising and Scope3
• Main Offering: World's largest green media solution for mobile and in-app advertising
• Average Emission Reduction: 39%
• Average Click-Through-Rate Increase: 10%
• InMobi's Net Zero Commitment: Targets to be submitted to SBTi before 2025