Teads APAC, IMPACT+, OMG measure the carbon footprint of online advertising

  • OMG APAC customers have exclusive partner access in September before being open to all advertisers in the region
  • The announcement follows a series of tests between IMPACT+, Teads and brands such as Renault and Hello Bank, measuring the carbon footprint of their advertising campaigns
  • This partnership will enable brands and their agencies to better understand and reduce the electricity consumption and greenhouse gas emissions of their online advertising campaigns with top APAC publishers.

Teads, the global media platform, has announced a partnership with IMPACT+, with the aim of measuring greenhouse gas emissions from online advertising campaigns delivered through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste and Hello bank! to the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns.

The solution has now been introduced in APAC and ANZ exclusively for the OMG Group and its customers. The objective of this initiative is to create a standard for measuring the carbon footprint through Teads campaigns, to better support brands and agencies in their CSR approach.

Currently, Teads has over 50 brands worldwide that have started using IMPACT+ to measure the carbon footprint of their campaigns. This measurement capability has also been brought online with OMG’s top 10 customers in APAC.

Measuring the carbon footprint, a strategic issue

The environmental impact of online advertising is a young and complicated subject.

IMPACT+ is the first third-party measurement provider, which can estimate the carbon footprint of digital communications and provide actionable recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to assess the greenhouse gas emissions of their Teads campaigns.

By leveraging this metric, brands will now have the ability to minimize the energy consumption of each impression served as well as reduce the electrical impact of each media goal, with Teads’ continued investment to minimize the number of impressions needed to achieve the same goal. IMPACT+ currently provides a calculation to report campaign-level GHG emissions, which includes the creative delivery’s electricity consumption and associated greenhouse gas emissions based on where the delivery took place. location, as well as the lifecycle GHG emissions of the end-user device.

In concrete terms, the scope considered involves the electricity consumption necessary for the delivery of the campaign and the greenhouse gas emissions induced by this consumption. This first step then makes it possible to analyze the impact of the campaign parameters from the point of view of the use of the equipment (datacenter, network and devices) necessary for distribution and to recommend optimization levers. The actual calculation is based on the power required to host ad creatives, transport them across the network, and operate the user’s device displaying those ads.

This approach is part of Teads’ ongoing ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open the door to new thoughts aimed at using this carbon metric with traditional media KPIs. Today, it is increasingly necessary to go beyond the single carbon footprint indicator per impression, and to put this “environmental performance” into perspective with predefined media and marketing objectives.

Teads’ ambition in this space is to standardize carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing a campaign’s carbon footprint, without reducing its effectiveness , is the ultimate goal. The methods in place are new and eager to evolve to consider a broader scope, integrating other elements involved in delivery such as usage or data, programmatic or third-party integrations for example or other environmental impacts, beyond carbon emissions. As such, the steps currently being taken to formalize a professional reference system are welcome in order to make collective progress on the subject. The goal is to ultimately understand how to minimize the carbon footprint without compromising media performance and avoiding a rebound effect.

Paul Shepherd, Chief Investment Officer and President of Annalect at OMG APAC, said, “As brands increasingly focus on reducing their Scope 3 emissions, our industry must provide solutions that our customers can orchestrate for their sustainability efforts. At OMG, we work with partners to develop systems and processes to make sustainability accessible to our teams. This supports our drive to make planning and optimizing media campaigns for carbon reduction become market practice. »

Emmanuel Fischmeister, Vice President of Business Development at Teads, added here: “We are extremely excited to launch this first-of-its-kind partnership with OMG. Understanding emissions better is only the beginning of the journey, beyond measurement: our goal is to reduce and optimize these emissions. As a sustainable media platform, we seek to do our part to secure the future of the media industry. »