Aug 02, 2022
In Welcome to the Forum
In November 2020 the Advertising Association, together with the Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA), launched an industry-wide initiative called Ad Net Zero that has set out to achieve “real net zero carbon emissions from the development, production and media placement of advertising by the end of 2030”. Marking the launch of the initiative, the AA’s Climate Action Working Group (set up in January 2020) released a report in partnership with think tank Credos, which estimated that operational CO2e (CO2 equivalent) emissions from the UK’s ad industry alone exceed 84,000 tonnes per year. On this basis, it estimated, the industry as a whole could have a carbon footprint of more than a million tonnes. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Another high-profile venture to tackle the issue is Scope3, set up by AppNexus founder and adtech veteran Brian O’Kelley. Scope3 is a public benefit corporation aiming to assess and reduce the environmental impact of digital ad production, and takes its name from Scope 3 carbon emissions, which refers to emissions not generated directly by a company itself, but by entities in its supply chain. These types of emissions are increasingly coming under scrutiny, for example from major corporations like Unilever, Philips and Chanel as they strive to demonstrate their total commitment to sustainability. Tools are also becoming available that enable organisations to calculate the carbon footprint of their ad activity, such as a carbon calculator released by Good-Loop in June 2021, and one created by AdGreen, another initiative from the Advertising Association, in September. AdGreen also offers services such as sustainable production training, help with switching to renewable energy sources, a Creative Offsets programme to offset unavoidable emissions, and more. While these types of measures are still far from commonplace, digital organisations are being presented with more options to demonstrate commitment to eco-friendly action, and have an opportunity to raise the bar for the wider industry by doing so.