Global media platform Teads announced a partnership with IMPACT+ to measure the greenhouse gas emissions of online advertising campaigns run through its platform.
This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns.
The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach.
Teads globally has more than 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC.
IMPACT+ is a third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI.
Leveraging this measurement, brands will now have the ability to evaulate and minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective.
IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions.
The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions.
The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect.
Paul Shepherd, chief investment officer and president of Annalect at OMG APAC, said: “As brands increasingly focus on reducing their scope three emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts.
"At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.”
Emmanuel Fischmeister, VP business development at Teads, said: “We are extremely excited to launch this firsts-of-its-kind partnership with OMG.
"Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry”
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