The programmatic advertising industry is making significant strides toward sustainability, with more companies finding ways to reduce carbon emissions across both demand and supply. All those bid requests, auctions, data, and server operations require a lot of computing power—and that comes with a hefty carbon footprint.
Climate change isn’t just a trendy topic anymore; it’s a significant concern that is top of mind for global brands, advertising companies, as well as consumers. The good news? As the pressure grows for media to become greener, leading players are already stepping up with eco-conscious practices, helping to shape a more sustainable advertising world.
What does Green Media mean?
A Green Media Product (GMP) is a private marketplace deal or campaign that excludes 'climate risk' inventory, reducing unsustainable media buys. Climate risk refers to media properties that fall into one of two sub-categories: inventory with emissions higher than geo and channel benchmarks; and inventory linked to high-emission practices like fraud, MFA, or low-value inventory.
Why does sustainability matter in digital advertising?
Advertising needs to become more sustainable because of the hidden costs, namely wasted ad spend with a significant environmental impact. A recent study by Ebiquity and Scope3 revealed that 15% of ad spend goes to low-quality websites with high carbon emissions and low returns, resulting in wasted budgets and unnecessary CO2 emissions—an average of 670 grams per 1,000 impressions.
As concerns about the carbon footprint of digital advertising grow, it is important that we address these hidden costs with a true intent to become more efficient on both fronts—the business and the carbon impact. By reallocating ad budgets to more sustainable publishers, advertisers can reduce the CO2 emissions of their campaigns while driving better business outcomes.
Introducing EX.CO’s Green Media Products
Through a new partnership with Scope3, the leader in carbon emissions measurement and reduction in media, EX.CO now offers its demand partners a comprehensive suite of Green Media Products (GMPs) that include only non-climate risk publishers and domains for their campaigns. Withover 99% of our inventory being non-climate risk, advertisers can confidently target sustainable inventory that aligns with their emissions commitments and budgeting. Scope3 modeling also shows that video campaigns across EX.CO’s inventory generate, on average, 14% fewer carbon emissions compared to the industry benchmark. Advertisers working with us benefit from Scope3’s emissions measurement for both our premium inventory, and the campaigns themselves, providing valuable insights that drive smarter, more sustainable media strategies.
Additionally, our proprietary ad server is optimized for supply path efficiency, using a machine learning-based yield engine to intelligently select demand sources and minimize ad requests for each auction, while also maximizing revenue. Not only does this reduce the environmental impact but also maximizes ROI for advertisers. With our technology and low-emissions GMP packages, we ensure advertisers can lower their carbon emissions while maintaining high performance and cost efficiency.
Have questions about EX.CO’s Green Media Products (GMPs)? Simply fill out the form below to get in touch.