Abhay Singhal.
InMobi Advertising, a provider of monetisation and marketing technologies, has chosen Scope3 to pioneer its green media offering.
InMobi Advertising’s green offering will enable clients to buy against low carbon emissions and supply path optimisation-compliant media, access carbon emissions measurement data at the placement level, and inform their overall media strategy to reduce their emissions in the long term.
Data from Scope3, the collaborative sustainability platform decarbonising media and advertising, shows that campaigns running on green media-compliant products delivered, on average, a 39% reduction in emissions and a 10% increase in click-through-rate.
InMobi Advertising CEO Abhay Singhal said this partnership with Scope3 and the launch of InMobi Advertising’s green media offering marks a significant milestone in the company’s sustainability journey.
“InMobi Advertising is translating its commitments into tangible actions that will positively impact the environment and the advertising industry; this is a critical step towards a unified standard of measurement for sustainability across ad tech," he said.
Scope3's global head of ad tech platforms, David Fischer, said 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,” he said.
“InMobi Advertising’s new green media segments, powered by Scope3’s data, offers a solution that helps buyers continue to hit their media targets while cutting down on emissions of their campaigns. This work is another big step forward in making advertising more sustainable.”
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