Earth Day: Adtechs on how brands can reduce their carbon impact


This Saturday we’ll all be supporting Earth Day, as the need to cut carbon emissions ands tend and heal our damaged planet becomes increasingly urgent.

Brands know they must adapt to new ways of working across every front, from production to marketing, to do their bit to reduce the impact of business on the environment.

The adtech sector is also increasingly looking to how the brands and businesses it partners with can reduce emissions through the use of increasingly carbon friendly advertising solutions…

IMPACT+-Vincent_VillaretVincent Villaret, CEO, IMPACT+

“Earth Day started as an environmental movement and more than 50 years later it remains a much needed reminder of the damage being caused to the planet..

“Despite awareness rising, the advertising industry continues lagging on measures to address its environmental impact, instead remaining sharply focused on sales and performance.

“Brands need to address their full digital scope, set environmental targets to reduce their carbon footprint, and take action to meet said targets.

“This can be done by leveraging quality data that informs on the real impact caused by the industry while enabling teams to strategise and set actionable steps to meet the established climate targets.

“It all starts with individual change, but an industry-wide effort will be needed to prompt real progress.

“Climate change isn’t going away anytime soon. Advertising is a fast-moving industry with a constant stream of innovative solutions.

“Sustainability must become a core commitment for businesses so the same innovations can be applied to reducing carbon emissions and safeguarding the future of the planet.”

Teiffyon Parry EVP Global Demand Smart AdServerTeiffyon Parry, EVP Sales Excellence, Equativ

“While the adtech industry can’t currently operate without inflicting at least some environmental damage, it doesn’t mean digital pollution problems should be written off as too big to address.

“There’s a need for advertisers to put emissions reduction on a level footing with performance optimisation and start tackling it in the same way — through insight-driven action.

“Truly improving sustainability means going beyond just measuring channel-level impact. Environmental considerations should be factored into the core of media creation and management, which makes tracking carbon impact across the entire campaign lifecycle key.

“A clearer understanding of climate effects will help guide choices that minimise them at every stage of the supply chain, often driving complimentary performance improvements.

“At Equativ, we’ve already seen data-based changes, such as switching to native formats instead of video and buying ad space via private deals constructed and optimised based on carbon impact – all of which  helps cut CO2 emissions by up to 64%.

“As we mark yet another Earth Day where climate anxiety and emissions are high, it’s important to recognise the huge potential for more informed decisions to direct the ecosystem down a better path towards improved sustainability.”

Rob-Sewell-CEO-SmartFrame-Technologies-1Rob Sewell, CEO – SmartFrame Technologies

“Although companies are busy tackling a multitude of pressures, from economic turbulence to talent shortages, the media industry cannot drop the ball on climate objectives.

“The longevity of a business depends on its ability to adapt to change and meet contemporary demands, and in this instance, it means reformatting systems and structures to limit waste.

“This might start internally by partnering with sustainable and ethical suppliers and building environmentally friendly office setups, but that is not enough.

“The whole media and advertising ecosystem needs to shift towards a ‘less is more’ mindset, whether minimising unnecessary data storage and transfers, and using sustainable cloud infrastructures, or  practising  a ‘quality over quantity’ approach when serving ads to conserve energy by eliminating heavy traffic from programmatic exchanges.”

nick-pinks-covaticNick Pinks, CEO, Covatic

“Sustainability is becoming more of a priority in every industry, with governments, investors, and consumers stepping up their demands when it comes to green credentials.

“Transforming systems and structures to limit waste, and ensuring that profit does not come at the expense of people or the planet is essential.

“Only a proactive approach can mitigate negative impacts, save long-term costs, and prove to stakeholders that business values are in line with social and environmental needs.

“Companies need to walk the walk; whether that be by partnering with ethical and sustainable providers, using technologies that reduce inefficiencies, or making a commitment to social and environmental standards such as B Corp certification.”