Captify launches carbon emissions tool for advertising

The tool, which is supported by Scope3 data measuring the carbon footprint of an advert, will help clients eliminate the least sustainable inventory from media buys.

Green Media Product will help marketers use carbon emissions that data to identify and remove high-emissions inventory.

At the end of the campaign, clients are provided with insights to inform future strategies.

Fiona Salmon, global sustainability lead at Captify, said: “Over the last year, Captify has made great progress in helping to build a more sustainable ecosystem by ensuring we have the right data in place.

“Using that data, we have now developed new product offerings to support our clients in delivering against their own sustainability goals by helping them to understand, and most importantly reduce, the environmental impact of their campaigns.”

David Fischer, head of global ad tech partnerships at Scope3, added: “Advertisers are looking for opportunities to make their campaigns more sustainable, and to do that requires leveraging dynamic and granular carbon emissions data of the advertising supply chain, and specifically for individual publisher partners.

“Green Media Products are built with those requirements in mind. With Captify now offering GMPs powered by Scope3, advertisers have an easy way to spot, and buy, lower carbon inventory with the assurance that they are taking an action that will help them reduce the carbon emissions of their digital advertising.”