Teads, the global media platform, revealed the main benefits that its inventory offers on carbon emissions issues, after an initial evaluation by Scope3 that analyzed more than 500 integrated domains. This assessment came after Jounce Media’s findings positioned Teads as one of the leaders in direct integration among omnichannel SSPs. Continuing its leadership position in the SPO (Supply Chain Optimization) category Supply Path Optimization) Teads will use Scope3 data for internal analysis and to further improve its own performance.
Teads will also leverage Scope3 data in its proprietary solutions to help advertisers with decarbonisation. By using Scope3 measurement globally, Teads will bring sustainable advertising practices to the forefront of the industry and continue to focus attention on reducing the environmental impact of digital advertising and promoting transparency in ad delivery.
Brands that measure their entire media plan will have a higher level of understanding to determine the most direct way to reach inventory and optimize the carbon efficiencies of their campaigns, compared to other platforms.
Remi Cackel, Chief Product Officer, Teads, said: “We are delighted to partner with Scope3 to drive change in the digital advertising industry. Sustainability is a core value at Teads and this partnership will allow us to make a real impact in reducing the environmental footprint of our industry.”
Anne Coghlan, COO and Co-founder, Scope3, said: “An initial evaluation of our data revealed that purchasing direct inventory from Teads could be one way that environmentally conscious brands can reduce carbon emissions from their ad campaigns. Our emissions data identifies ad insertions, which includes the entire supply chain between buying and selling inventory, as a significant factor in overall emissions for each ad purchase. By analyzing hundreds of domains integrated directly with Teads, we found that ad emissions were 99% lower than traditional programmatic buys through platforms outside of Teads.”
Martin Bryan, Global Chief Sustainability Officer, IPG Mediabrands, said: “Teads’ leadership in delivering sustainable business results, combined with Scope3’s advanced emissions e-modelling, gives us the unique ability to optimally measure and reduce carbon emissions throughout the entire supply chain. for our clients’ campaigns. We are excited to continue to lead this transformation in media as part of our continued commitment to reducing carbon emissions and our broader efforts for the common good.”