Yahoo SSP yesterday announced the integration of Scope3, a solution that measures the carbon footprint of ad transactions. Yahoo is now offering carbon-neutral media measured by Scope3, via PMPs.
“By offering access to Scope3’s Green Media Products directly in platform, Yahoo is giving brands around the world a simple and standardized way to shift their buying behavior in favor of more sustainable media while helping ensure responsible publishers continue to thrive,” said Brenda Tuohig, head of global and strategic partnerships at Scope3.
Yahoo says that advertisers buying through the Yahoo SSP can now easily find and buy Green Media Products powered by Scope3 to ensure their digital ad campaigns align with their broader sustainability goals.
“It is important that the industry moves and considers sustainability in buying decisions. As the whole industry is on a journey to move to being more sustainable, we are excited to bring access to green media, powered by Scope3’s data, through our Yahoo SSP,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “This adds another layer of choice and flexibility to our customers. Scope3 provides measurement of each publisher’s carbon emissions within the PMPs we now offer, creating a clear path for advertisers to invest in these ad impressions while also rewarding publishers that are transitioning to greener, lower carbon footprints with greater demand for their supply.”
The new PMPs with Scope3 data, also known as Green Media Products, are now available globally through any demand side platform connected to the Yahoo SSP, including Yahoo’s own industry-leading DSP.