Captify, the search intelligence platform for the open web, is expanding its sustainability efforts with a Green Media Product (GMP) powered by Scope3 data and designed to reduce carbon emissions.
The GMP aims to help clients eliminate the least sustainable inventory from media buys across their SSPs, enable them to lower emissions through selected inventory delivery and adopt more sustainable business practices while still delivering the same high levels of performance.
Fiona Salmon, global sustainability lead at Captify, said that the platform has made progress in building a sustainable ecosystem by ensuring the right data is in place.
“Using that data, we have now developed new product offerings to support our clients in delivering against their own sustainability goals by helping them to understand and, most importantly, reduce the environmental impact of their campaigns,” she added.
Marketers will be able to measure the carbon footprint of their ad campaign, including the sites and devices on which an ad appears and the creative activation.
Captify can then use that data to identify and remove high-emissions inventory without compromising the campaign’s performance. Throughout the process, the platform provides in-depth reporting of the true impact of the campaign, showing clients how these optimisation strategies are impacting emissions. At the end of the campaign, clients are provided with actionable insights to inform future strategies.
Ricardo Honing, performance media director of the global addressable media team at dentsu, said his team has been able to reduce campaign carbon emissions by 68%, all without compromising performance.
“In fact we outperformed our viewability benchmark by 13%. We’re proud to be at the forefront of helping our clients navigate the ever-growing consideration of sustainability within their marketing mix, and we’re looking forward to continued collaboration with Captify and Scope3 on behalf of our clients,” he added.
The partnership also aims to help educate publishers, that are high contributors to emissions, as brands and agencies are increasingly conscious of the carbon output of their ads, and expect publishers to disclose this information or face being removed from media plans.
David Fischer, head of global ad tech partnerships at Scope3, said: “Advertisers are looking for opportunities to make their campaigns more sustainable, and To do that requires leveraging dynamic and granular carbon emissions data of the advertising supply chain, and specifically for individual publisher partners. Green Media Products are built with those requirements in mind.”
The partnership on the GMP is part of one solution to drive sustainable advertising, in addition to Captify’s intent-based audience data, dynamic creative, attention tools and supply path optimisation (SPO).
This allows clients to better identify consumers interested in their brand and maximise campaign efficiency using data-led creative that delivers true engagement. Advertisers can also optimise their campaigns to those consumers who are most paying attention and limit wasted impressions.