Teads launches Carbon Reduction program to help advertisers minimize campaign emissions

As the advertising industry grapples with evaluating greenhouse gas emissions from digital campaigns, Teads, a global media platform, announced a new Carbon Reduction Program at Cannes Lions.

Teads' Carbon Reduction program
Teads' Carbon Reduction program

As the advertising industry grapples with evaluating greenhouse gas emissions from digital campaigns, Teads, a global media platform, announced a new Carbon Reduction Program at Cannes Lions. This program aims to assist clients in leveraging their carbon data and implementing tailored solutions to minimize campaign emissions.

Previously, advertisers faced significant hurdles in assessing the carbon footprint of their digital advertising campaigns. Key challenges included:

  • Initiating the Measurement Process: Difficulties in determining where to begin and which solution to choose for measurement.
  • Data Interpretation: Unfamiliarity with the generated carbon data and how to utilize it effectively.
  • Developing Reduction Strategies: Identifying actionable steps to reduce emissions based on the gathered data.

GARM's New Voluntary Standard: A Turning Point

Teads highlights the recent publication of a voluntary standard for greenhouse gas measurement by the Global Alliance for Responsible Media (GARM) as a pivotal moment for the industry. This standard outlines:

  • Measurement Scope: The specific activities within each media channel that should be included in the measurement process.
  • Calculation Formulas: Detailed formulas for calculating emissions, including necessary inputs and default values. This allows for quick and easy calculations to get started.

The GARM standard was developed through collaboration between industry experts and climate specialists. It aims to move the industry beyond observation and proof-of-concept stages towards systematic carbon reduction optimization and unified reporting.

Moving Forward with the GARM Standard

The success of the GARM standard hinges on its adoption by industry stakeholders. Further refinement of the standard is expected as initial applications are tested. Discussions will also focus on data sharing transparency across the advertising value chain. Some technical metrics, such as creative weight and technical RTB metrics, will require increased transparency due to new technical requirements.

Teads' Commitment to Carbon Reduction

Teads acknowledges the contributions of various organizations, including the World Federation of Advertisers (WFA), Ad Net Zero, and others, in developing the GARM standard. They have actively participated in sustainability workgroups at SRI x Alliance Digitale, IAB Europe, and IAB Tech Lab, along with their carbon evaluation partner Scope3.

Teads offers carbon measurement as a default feature on all campaigns managed through their Teads Ad Manager (TAM) platform. This is achieved through an integration with Scope3, a leading carbon measurement solution provider.

Sanofi, a global pharmaceutical company, recognizes the value of carbon measurement in campaign planning. Prasad Ghag, Global Head of Media, Digital & Strategic Planning at Sanofi, emphasizes their commitment to becoming a more sustainable advertiser through their Responsible Media program. Sanofi aims to achieve Ad Net Zero emissions by 2030 through a three-pronged approach: measure, reduce, and offset. Their partnership with Teads allows them to measure, optimize, and reduce the carbon footprint of their campaigns.

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Brian O'Kelley of Scope3 highlights the inherent efficiency of Teads' end-to-end platform, which contributes to a lower carbon footprint compared to many programmatic alternatives. He applauds the integration of Scope3 data into TAM (Teads Ad Manager) and the upcoming integration with Scope3 Media Reporting. This integration will provide advertisers with a clearer understanding of Teads' carbon efficiency.

Teads' Carbon Reduction Program

Teads' new Carbon Reduction Program will support clients in utilizing their carbon data and implementing strategies for reduction. The program includes elements like:

  • Workshops: Dedicated workshops will guide clients through available optimization options and establish goals for carbon reduction.
  • Collaboration: Client and Teads teams will work together to develop tangible plans for achieving carbon reduction objectives.
  • Focus on Efficiency: The primary goal of the program is to optimize campaign outcomes while minimizing emissions through best practices.

Expanding the Scope3 Partnership

Teads is also expanding its partnership with Scope3 to facilitate seamless data transfer from Teads delivery data into Scope3 Media Reporting. This new solution, part of Scope3's Collaborative Sustainability Platform, empowers brands and media buyers to centralize and utilize their carbon data at the media plan level.

The launch of Teads' Carbon Reduction Program and the GARM's voluntary standard represent significant strides towards measuring and reducing the environmental impact of digital advertising campaigns. As the industry grapples with these challenges, collaboration and ongoing development of measurement methodologies will be crucial in achieving meaningful progress towards a more sustainable advertising ecosystem.

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