Yahoo is offering a global carbon-neutral private marketplace (PMP) with its new Scope3 partnership.
Advertisers buying through the Yahoo SSP can now buy Green Media Products powered by Scope3 to ensure their digital ad campaigns align with their broader sustainability goals.
Using Scope3 can help reduce the impact of the digital media and advertising industry's carbon footprint due to the complexity of digital ad supply chains and the sheer volume of ad transactions.
By measuring the carbon emissions of the entire digital advertising supply chain, Scope3 helps companies like Yahoo make it easy for anyone buying through their platform to factor carbon into every business decision.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said: “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.
“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.”
Brenda Tuohig, head of global and Strategic Partnerships at Scope3, said: “There are few platforms that can provide the global reach and scale of Yahoo. That, combined with Yahoo’s enthusiasm for driving increased adoption of sustainable advertising practices, makes this integration an incredible milestone for changing the industry.
“By offering access to Scope3’s Green Media Products directly in platform, Yahoo is giving brands around the world a simple and standardised way to shift their buying behaviour in favour of more sustainable media while helping ensure responsible publishers continue to thrive.”
Yahoo SSP is part of Yahoo’s full stack suite of ad technology platforms, allowing publishers to maximise monetisation of their inventory across any screen through its trusted and transparent platform through unique, premium advertiser demand.
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.
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