Offering allows advertisers and agencies to have a holistic understanding of their communications
Teads announced its new carbon footprint reports powered by Scope3, which will be integrated into Teads Ad Manager.
The new offering allows advertisers and agencies to have a holistic understanding of their campaigns compared to global benchmarks. This solution will also guide Teads partners on their sustainability journeys to decarbonize the digital media ecosystem.
“Our collaboration with Scope3 not only raises the bar for digital advertising measurement, but empowers advertisers with unprecedented transparency. This integration takes our leadership in SPO (Supply Path Optimization) and Direct Supply a step further, enabling our partners measure the carbon footprint of their campaigns efficiently, effectively and accurately, driving business results in a more sustainable way,” explained Remi Cackel, Chief Product Officer at Teads
On the Teads Ad Manager platform, carbon emissions monitoring measures four sources, namely media distribution, which measures emissions associated with advertising delivery via media, including the infrastructure used by the publisher; ad selection, which reports the total emissions of the parties involved in selecting an ad such as servers, network traffic, data providers; creative distribution, which includes data transfer and all agents involved; and device, which reports emissions associated with consumer devices, including their manufacture and the electricity consumed during consumption of that ad.
“Having Scope3’s carbon footprint measurement directly in Teads Ad Manager complements Scope3’s initial assessment, which analyzed more than 500 domains earlier this year, in discussing the key benefits of Teads direct inventory and allows advertisers to take make practical decisions with emissions data from your campaigns. Working with Teads means working directly with publishers and buying media responsibly,” added Brian O’Kelley, Co-Founder and CEO of Scope.
