Building a Sustainable Programmatic Ecosystem with Sharethrough’s Green PMPs

6
VP, Insights & Strategy
at
6
minutes
Technical Level
June 16, 2022
Frank Maguire
VP, Insights & Strategy

Most consumers do not know that digital ads and browsing the Internet cause carbon emissions. Through our extensive research and evaluating possible solutions, we discovered that a majority of people believe brands can have a greater impact than governments in creating a cleaner future.

Now more than ever it is important that every organization needs to play their part, and as a key player in ad tech, we believe that Sharethrough can help brands to build an environmentally friendly programmatic advertising ecosystem. That is why we partnered with Scope3, to create our Sharethrough Green PMPs and provide advertisers with the first, real and meaningful solution to offset the carbon emissions caused by running ads throughout the programmatic supply chain and achieve net zero carbon emissions on their digital ad campaigns. 

But how do Scope3’s carbon offsetting initiatives make ads carbon neutral? How can advertisers educate consumers about Green Media Products and other carbon removal projects? We will answer these questions and more as we discover how Green PMPs help decarbonize the programmatic supply chain and build a cleaner media ecosystem.

“OMD UK is proud to be an anchor partner for this initiative, bringing more awareness and real solutions to the entire digital media ecosystem. We’re excited to see the results so we can continue to learn and advance our work in this area as we look to support our own and our clients' sustainability ambitions.” - Suzy Ryder, Chief Digital Officer, OMD UK

The Environmental Impact of Digital Ads

Although global carbon emissions are on the rise, not many consumers know that their internet browsing habits and digital ads have an impact on the environment. Here at Sharethrough, we take a human-centered approach to our research and our study revealed that 6 of 10 consumers did not know that browsing the internet emits carbon waste. 

Read More: New Research: Understanding Consumer Behaviors During TV Commercial Breaks — Sharethrough

At the same time, digital ads contribute to a 28% increase in the average consumer’s carbon footprint, according to a report by Purpose Disruptors.

With 1 ad impression generating an average of 1g of carbon waste, the amount of carbon emissions caused by the internet is estimated to be equal to that of the aviation industry. To put things into perspective, an ad campaign delivering 1 million impressions will emit the same amount of carbon as 1 round trip flight from Boston to London for 1 passenger! 

This is incredibly impactful, so much as many consumers are willing to change their browsing and consumption habits to reduce their carbon emissions. In fact, 74% of people are willing to spend less time online by up to 2 hours if it will reduce their impact on the environment.

Read More: [Infographic] Research Reveals Consumer Understanding of Advertising’s Impact on Carbon Emissions — Sharethrough

Sharethrough Green PMPs

We partnered with Scope3 to launch Green PMPs, providing advertisers with the opportunity to offset the carbon emissions caused by running digital ad campaigns and to show their target audience they are doing their part to help build a cleaner future. 

Read More: Decarbonize the Programmatic Supply Chain With Green PMPs by Sharethrough

By running ad campaigns through our Green PMP on the Sharethrough Exchange, a portion of the ad spend will go to funding Scope3’s high-quality carbon offsetting initiatives to make digital ads truly carbon neutral. 

Additionally, consumers can differentiate between eco-friendly and regular ads thanks to the green icon which also links users to more information regarding the initiative.
“We are happy to see a tech company like Sharethrough take leadership on creating a turnkey way for agencies like us to achieve net-zero carbon emissions on our programmatic media buys." - Axel Dumont, President, Cossette Media

Advertisers can now search for Green PMPs directly in their Demand Side Platforms (DSP) and activate them for their programmatic campaigns with just a click. And if brands have specific targeting requirements for their campaigns, we also enable advertisers to create custom Green PMPs across display, video, and native advertisements, by vertical markets and other performance signals and KPIs. 

How Carbon Emissions are Offset from Ad Campaigns

By running ad campaigns through the Green PMP on the Sharethrough Exchange, a portion of the ad spend goes towards Scope3’s funding of high-quality carbon offsetting initiatives such as: 

  • Reforestation
  • Carbon Soil Storage
  • Direct Air Capture
  • And more!
Reforestation helps improve wildlife habitats and fight climate change by replanting trees in areas affected by natural disturbance. 
Carbon sequestration removes carbon waste from the air and stores it in the soil where it can’t easily escape.
Direct Air Capture (DAC) technologies remove carbon waste directly from the atmosphere faster, while purifying emissions for storage or reuse.

But How Does This Make Ads Carbon Neutral?

Scope3’s funds carbon offsetting initiatives to neutralize the carbon waste known as Scope 3 emissions caused by running digital ads. Carbon emissions can be categorized as Scope 1, Scope 2, or Scope 3. Essentially, Scope 1 and Scope 2 are emissions that are owned or controlled by a company, like: 

  • Data Storage
  • Employee Travel
  • Office Power
  • etc.

Whereas, Scope 3 emissions are a consequence of the activities of the company but occur from sources not owned or controlled by it, such as the supply path.  While Scope 3 emissions are more difficult to calculate, it is estimated that they account for 65-95% of a company’s total footprint.

Sharethrough’s Green Media Products are measured using Scope3’s robust industry data that looks at all of the emissions in a brand’s programmatic supply chain, or, Scope 3 emissions.

Sharethrough’s Green PMPs offer the most direct and eco-friendly supply path for advertisers to reach their target audience on premium publishers.

To counteract the same amount of carbon emissions required to run campaigns on Sharethrough’s Green PMPs, Scope3 measures the carbon emissions of the entire programmatic supply chain and allocates part of the ad spend to fund high-quality carbon removal initiatives.

“Green PMPs are the easiest and most impactful thing brands can do to help decarbonize advertising. By building carbon into its Green PMPs, Sharethrough is allowing brands and media buyers to take action to fight climate change without compromising on campaign results.” - Brian O’Kelley, CEO, Scope3

The Time to Act is Now

In a survey of 1,000 adults across the U.S., Canada and the U.K., 80% stated that they favor brands that are working to reduce their carbon emissions. 

A Green Icon

Additionally, advertisers can help educate consumers about the carbon-neutral initiatives, thanks to a little green icon, which provides more information and other useful resources on Green Media Products.

Advertisers can stand out from the crowd and show their carbon-neutral efforts with the Green Icon that is generated when running ads on Sharethrough’s Green PMPs.

How to Get Started with Green PMPs

Sharethrough’s Green PMPs enable brands to set and achieve net-zero carbon commitments with an easy path forward. Green PMPs connect to the same premium publisher inventory – accounting for carbon without sacrificing performance.

Businesses on all points across the programmatic supply chain are able to deliver net-zero emission ad impressions and help lead the charge in making ad tech an overall more environmentally friendly industry.

Discover Sharethrough’s Green PMPs to start neutralizing your carbon emissions.

Most consumers do not know that digital ads and browsing the Internet cause carbon emissions. Through our extensive research and evaluating possible solutions, we discovered that a majority of people believe brands can have a greater impact than governments in creating a cleaner future.

Now more than ever it is important that every organization needs to play their part, and as a key player in ad tech, we believe that Sharethrough can help brands to build an environmentally friendly programmatic advertising ecosystem. That is why we partnered with Scope3, to create our Sharethrough Green PMPs and provide advertisers with the first, real and meaningful solution to offset the carbon emissions caused by running ads throughout the programmatic supply chain and achieve net zero carbon emissions on their digital ad campaigns. 

But how do Scope3’s carbon offsetting initiatives make ads carbon neutral? How can advertisers educate consumers about Green Media Products and other carbon removal projects? We will answer these questions and more as we discover how Green PMPs help decarbonize the programmatic supply chain and build a cleaner media ecosystem.

“OMD UK is proud to be an anchor partner for this initiative, bringing more awareness and real solutions to the entire digital media ecosystem. We’re excited to see the results so we can continue to learn and advance our work in this area as we look to support our own and our clients' sustainability ambitions.” - Suzy Ryder, Chief Digital Officer, OMD UK

The Environmental Impact of Digital Ads

Although global carbon emissions are on the rise, not many consumers know that their internet browsing habits and digital ads have an impact on the environment. Here at Sharethrough, we take a human-centered approach to our research and our study revealed that 6 of 10 consumers did not know that browsing the internet emits carbon waste. 

Read More: New Research: Understanding Consumer Behaviors During TV Commercial Breaks — Sharethrough

At the same time, digital ads contribute to a 28% increase in the average consumer’s carbon footprint, according to a report by Purpose Disruptors.

With 1 ad impression generating an average of 1g of carbon waste, the amount of carbon emissions caused by the internet is estimated to be equal to that of the aviation industry. To put things into perspective, an ad campaign delivering 1 million impressions will emit the same amount of carbon as 1 round trip flight from Boston to London for 1 passenger! 

This is incredibly impactful, so much as many consumers are willing to change their browsing and consumption habits to reduce their carbon emissions. In fact, 74% of people are willing to spend less time online by up to 2 hours if it will reduce their impact on the environment.

Read More: [Infographic] Research Reveals Consumer Understanding of Advertising’s Impact on Carbon Emissions — Sharethrough

Sharethrough Green PMPs

We partnered with Scope3 to launch Green PMPs, providing advertisers with the opportunity to offset the carbon emissions caused by running digital ad campaigns and to show their target audience they are doing their part to help build a cleaner future. 

Read More: Decarbonize the Programmatic Supply Chain With Green PMPs by Sharethrough

By running ad campaigns through our Green PMP on the Sharethrough Exchange, a portion of the ad spend will go to funding Scope3’s high-quality carbon offsetting initiatives to make digital ads truly carbon neutral. 

Additionally, consumers can differentiate between eco-friendly and regular ads thanks to the green icon which also links users to more information regarding the initiative.
“We are happy to see a tech company like Sharethrough take leadership on creating a turnkey way for agencies like us to achieve net-zero carbon emissions on our programmatic media buys." - Axel Dumont, President, Cossette Media

Advertisers can now search for Green PMPs directly in their Demand Side Platforms (DSP) and activate them for their programmatic campaigns with just a click. And if brands have specific targeting requirements for their campaigns, we also enable advertisers to create custom Green PMPs across display, video, and native advertisements, by vertical markets and other performance signals and KPIs. 

How Carbon Emissions are Offset from Ad Campaigns

By running ad campaigns through the Green PMP on the Sharethrough Exchange, a portion of the ad spend goes towards Scope3’s funding of high-quality carbon offsetting initiatives such as: 

  • Reforestation
  • Carbon Soil Storage
  • Direct Air Capture
  • And more!
Reforestation helps improve wildlife habitats and fight climate change by replanting trees in areas affected by natural disturbance. 
Carbon sequestration removes carbon waste from the air and stores it in the soil where it can’t easily escape.
Direct Air Capture (DAC) technologies remove carbon waste directly from the atmosphere faster, while purifying emissions for storage or reuse.

But How Does This Make Ads Carbon Neutral?

Scope3’s funds carbon offsetting initiatives to neutralize the carbon waste known as Scope 3 emissions caused by running digital ads. Carbon emissions can be categorized as Scope 1, Scope 2, or Scope 3. Essentially, Scope 1 and Scope 2 are emissions that are owned or controlled by a company, like: 

  • Data Storage
  • Employee Travel
  • Office Power
  • etc.

Whereas, Scope 3 emissions are a consequence of the activities of the company but occur from sources not owned or controlled by it, such as the supply path.  While Scope 3 emissions are more difficult to calculate, it is estimated that they account for 65-95% of a company’s total footprint.

Sharethrough’s Green Media Products are measured using Scope3’s robust industry data that looks at all of the emissions in a brand’s programmatic supply chain, or, Scope 3 emissions.

Sharethrough’s Green PMPs offer the most direct and eco-friendly supply path for advertisers to reach their target audience on premium publishers.

To counteract the same amount of carbon emissions required to run campaigns on Sharethrough’s Green PMPs, Scope3 measures the carbon emissions of the entire programmatic supply chain and allocates part of the ad spend to fund high-quality carbon removal initiatives.

“Green PMPs are the easiest and most impactful thing brands can do to help decarbonize advertising. By building carbon into its Green PMPs, Sharethrough is allowing brands and media buyers to take action to fight climate change without compromising on campaign results.” - Brian O’Kelley, CEO, Scope3

The Time to Act is Now

In a survey of 1,000 adults across the U.S., Canada and the U.K., 80% stated that they favor brands that are working to reduce their carbon emissions. 

A Green Icon

Additionally, advertisers can help educate consumers about the carbon-neutral initiatives, thanks to a little green icon, which provides more information and other useful resources on Green Media Products.

Advertisers can stand out from the crowd and show their carbon-neutral efforts with the Green Icon that is generated when running ads on Sharethrough’s Green PMPs.

How to Get Started with Green PMPs

Sharethrough’s Green PMPs enable brands to set and achieve net-zero carbon commitments with an easy path forward. Green PMPs connect to the same premium publisher inventory – accounting for carbon without sacrificing performance.

Businesses on all points across the programmatic supply chain are able to deliver net-zero emission ad impressions and help lead the charge in making ad tech an overall more environmentally friendly industry.

Discover Sharethrough’s Green PMPs to start neutralizing your carbon emissions.

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

Most consumers do not know that digital ads and browsing the Internet cause carbon emissions. Through our extensive research and evaluating possible solutions, we discovered that a majority of people believe brands can have a greater impact than governments in creating a cleaner future.

Now more than ever it is important that every organization needs to play their part, and as a key player in ad tech, we believe that Sharethrough can help brands to build an environmentally friendly programmatic advertising ecosystem. That is why we partnered with Scope3, to create our Sharethrough Green PMPs and provide advertisers with the first, real and meaningful solution to offset the carbon emissions caused by running ads throughout the programmatic supply chain and achieve net zero carbon emissions on their digital ad campaigns. 

But how do Scope3’s carbon offsetting initiatives make ads carbon neutral? How can advertisers educate consumers about Green Media Products and other carbon removal projects? We will answer these questions and more as we discover how Green PMPs help decarbonize the programmatic supply chain and build a cleaner media ecosystem.

“OMD UK is proud to be an anchor partner for this initiative, bringing more awareness and real solutions to the entire digital media ecosystem. We’re excited to see the results so we can continue to learn and advance our work in this area as we look to support our own and our clients' sustainability ambitions.” - Suzy Ryder, Chief Digital Officer, OMD UK

The Environmental Impact of Digital Ads

Although global carbon emissions are on the rise, not many consumers know that their internet browsing habits and digital ads have an impact on the environment. Here at Sharethrough, we take a human-centered approach to our research and our study revealed that 6 of 10 consumers did not know that browsing the internet emits carbon waste. 

Read More: New Research: Understanding Consumer Behaviors During TV Commercial Breaks — Sharethrough

At the same time, digital ads contribute to a 28% increase in the average consumer’s carbon footprint, according to a report by Purpose Disruptors.

With 1 ad impression generating an average of 1g of carbon waste, the amount of carbon emissions caused by the internet is estimated to be equal to that of the aviation industry. To put things into perspective, an ad campaign delivering 1 million impressions will emit the same amount of carbon as 1 round trip flight from Boston to London for 1 passenger! 

This is incredibly impactful, so much as many consumers are willing to change their browsing and consumption habits to reduce their carbon emissions. In fact, 74% of people are willing to spend less time online by up to 2 hours if it will reduce their impact on the environment.

Read More: [Infographic] Research Reveals Consumer Understanding of Advertising’s Impact on Carbon Emissions — Sharethrough

Sharethrough Green PMPs

We partnered with Scope3 to launch Green PMPs, providing advertisers with the opportunity to offset the carbon emissions caused by running digital ad campaigns and to show their target audience they are doing their part to help build a cleaner future. 

Read More: Decarbonize the Programmatic Supply Chain With Green PMPs by Sharethrough

By running ad campaigns through our Green PMP on the Sharethrough Exchange, a portion of the ad spend will go to funding Scope3’s high-quality carbon offsetting initiatives to make digital ads truly carbon neutral. 

Additionally, consumers can differentiate between eco-friendly and regular ads thanks to the green icon which also links users to more information regarding the initiative.
“We are happy to see a tech company like Sharethrough take leadership on creating a turnkey way for agencies like us to achieve net-zero carbon emissions on our programmatic media buys." - Axel Dumont, President, Cossette Media

Advertisers can now search for Green PMPs directly in their Demand Side Platforms (DSP) and activate them for their programmatic campaigns with just a click. And if brands have specific targeting requirements for their campaigns, we also enable advertisers to create custom Green PMPs across display, video, and native advertisements, by vertical markets and other performance signals and KPIs. 

How Carbon Emissions are Offset from Ad Campaigns

By running ad campaigns through the Green PMP on the Sharethrough Exchange, a portion of the ad spend goes towards Scope3’s funding of high-quality carbon offsetting initiatives such as: 

  • Reforestation
  • Carbon Soil Storage
  • Direct Air Capture
  • And more!
Reforestation helps improve wildlife habitats and fight climate change by replanting trees in areas affected by natural disturbance. 
Carbon sequestration removes carbon waste from the air and stores it in the soil where it can’t easily escape.
Direct Air Capture (DAC) technologies remove carbon waste directly from the atmosphere faster, while purifying emissions for storage or reuse.

But How Does This Make Ads Carbon Neutral?

Scope3’s funds carbon offsetting initiatives to neutralize the carbon waste known as Scope 3 emissions caused by running digital ads. Carbon emissions can be categorized as Scope 1, Scope 2, or Scope 3. Essentially, Scope 1 and Scope 2 are emissions that are owned or controlled by a company, like: 

  • Data Storage
  • Employee Travel
  • Office Power
  • etc.

Whereas, Scope 3 emissions are a consequence of the activities of the company but occur from sources not owned or controlled by it, such as the supply path.  While Scope 3 emissions are more difficult to calculate, it is estimated that they account for 65-95% of a company’s total footprint.

Sharethrough’s Green Media Products are measured using Scope3’s robust industry data that looks at all of the emissions in a brand’s programmatic supply chain, or, Scope 3 emissions.

Sharethrough’s Green PMPs offer the most direct and eco-friendly supply path for advertisers to reach their target audience on premium publishers.

To counteract the same amount of carbon emissions required to run campaigns on Sharethrough’s Green PMPs, Scope3 measures the carbon emissions of the entire programmatic supply chain and allocates part of the ad spend to fund high-quality carbon removal initiatives.

“Green PMPs are the easiest and most impactful thing brands can do to help decarbonize advertising. By building carbon into its Green PMPs, Sharethrough is allowing brands and media buyers to take action to fight climate change without compromising on campaign results.” - Brian O’Kelley, CEO, Scope3

The Time to Act is Now

In a survey of 1,000 adults across the U.S., Canada and the U.K., 80% stated that they favor brands that are working to reduce their carbon emissions. 

A Green Icon

Additionally, advertisers can help educate consumers about the carbon-neutral initiatives, thanks to a little green icon, which provides more information and other useful resources on Green Media Products.

Advertisers can stand out from the crowd and show their carbon-neutral efforts with the Green Icon that is generated when running ads on Sharethrough’s Green PMPs.

How to Get Started with Green PMPs

Sharethrough’s Green PMPs enable brands to set and achieve net-zero carbon commitments with an easy path forward. Green PMPs connect to the same premium publisher inventory – accounting for carbon without sacrificing performance.

Businesses on all points across the programmatic supply chain are able to deliver net-zero emission ad impressions and help lead the charge in making ad tech an overall more environmentally friendly industry.

Discover Sharethrough’s Green PMPs to start neutralizing your carbon emissions.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Frank Maguire
VP, Insights & Strategy

About the Author

Frank has spent over a decade at Sharethrough conducting research studies to better understand how humans respond to advertising and sharing strategies, insights and best practices that help brands and agencies adapt their unique advertising challenges to ever-evolving media consumption behaviors. He is a digital advertising industry veteran, beginning his career working for clients including Nestle, Pfizer and Wyndham on the agency side and then opening up and growing Sharethrough's East Coast headquarters inNYC.

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