Digital advertising has a huge emissions problem, created by unnecessarily complex and inefficient ad supply chains. It is precisely because of this complexity that positive change can happen fast through simplification and optimisation.
Having already undertaken work to simplify and optimise our own media supply chains and platform processes, Fifty are now incorporating ways to track the carbon impacts for advertisers media buying decisions on a regular basis within the Fifty platform.
Within the Fifty platform we offer:
An understanding of different media domains’ gCO2PM impacts on a regular basis.
Optimised media plans towards greener solutions, all linked with our audience targeting.
The opportunity to responsibly compensate for carbon emissions at campaign-end.
Jamie Scott, Chief Technology Officer at Fifty comments; “Recently, we’ve been busy overhauling the way we look at our environmental impact. Recognising the impact made by the tech industry and uncovering ways that we can reduce both our own and our clients’ footprints has been another vitally important step on our sustainability journey.
We’re now offering clients a new level of awareness of their digital advertising campaigns, enabling them to make informed and conscious decisions. In addition to simplifying our own platform processes, we’re now able to measure a campaign’s carbon emissions over different channels and publishers.
This new solution will allow us to deliver greener, high-performing activations for our clients, empowering them to track, record and shape the impact of their advertising solutions. Our next step will be going beyond domains to measure the impact of social and app data, and we can’t wait to roll out these processes.”
Want to find out more about how Fifty can support you on working towards your sustainability goals? Get in touch.
