Yahoo Advertising reposted this
🌍 It’s day 3 of Climate Week! Step one: understand the problem. Step two: measure emissions. Step three (today’s focus): reduce emissions and other forms of waste. We recommend a two-pronged approach to reduction. ✅ Optimizing your digital campaigns to lower your campaign’s carbon footprint can be achieved in a few ways, but the most effective approach is by using green PMPs, GMPs or Climate Shield. ✅ Avoiding high-emitting media is possible with tools that dynamically block low-quality and high-emitting inventory. Interestingly, the two go hand in hand. Low-quality inventory, like ads on MFA sites and non-viewable ads, do little to help a business’s bottom line and are responsible for vast amounts of carbon. Blocking them reduces waste of both carbon and ad dollars. The results speak for themselves. In our latest blog Yahoo's Chandra Cirulnick talks about how Yahoo DSP tapped Scope3 to help brands like USAA achieve carbon reduction in their campaigns. Over the course of the engagement, we helped USAA reduce their carbon while also improving cost efficiencies for their media -- they achieved a 17% reduction in eCPMs and a 22% reduction in cost per site visit (CPSV). https://lnkd.in/eKK64v7H #climateweek #greenmedia #sustainableads #sustainablemedia #digitaladvertising #adtech