As part of its ongoing commitment to help clients significantly reduce the environmental impact of their campaigns, Captify, the leading search intelligence platform for the open web, today (March 7th, 2024) announced an expansion of its sustainability efforts through the introduction of a new Green Media Product (GMP) designed to reduce carbon emissions.

Powered by Scope3 data, Captify’s GMP helps clients eliminate the least sustainable inventory from media buys across their SSPs, enabling them to lower emissions through selected inventory delivery and adopt more sustainable business practices, while still delivering the same high levels of performance.

“Over the last year, Captify has made great progress in helping to build a more sustainable ecosystem by ensuring we have the right data in place,” said Fiona Salmon, global sustainability lead at Captify. “Using that data, we have now developed new product offerings to support our clients in delivering against their own sustainability goals by helping them to understand, and most importantly, reduce the environmental impact of their campaigns.”

Marketers can now measure the carbon footprint of their ad campaign, including the sites and devices that an ad appears on as well as the creative activation. Captify can then utilise that data to identify and remove high-emissions inventory without compromising performance of the campaign. Throughout the process, Captify provides in-depth reporting of the true impact of the campaign, showing clients how these optimisation strategies are impacting emissions. At the end of the campaign, clients are provided with actionable insights to inform future strategies.

Ricardo Honing, performance media director, global addressable media team at dentsu, said, “Working with Captify, in partnership with Scope3, on setting a carbon footprint benchmark for a client, we were able to reduce campaign carbon emissions by 68%, all without compromising performance - in fact we outperformed our viewability benchmark by 13%. We’re proud to be at the forefront of helping our clients navigate the ever-growing consideration of sustainability within their marketing mix, and we’re looking forward to continued collaboration with Captify and Scope3 on behalf of our clients.”

Additionally, this partnership will help to educate publishers on their own emissions. Brands and agencies are increasingly conscious of the carbon output of their ads, and expect publishers to disclose this information—publishers who are high contributors to emissions risk being removed from media plans, today and in the future. This solution can help publishers better understand their carbon output, thereby helping the industry as a whole to become more sustainable.

“Advertisers are looking for opportunities to make their campaigns more sustainable, and to do that requires leveraging dynamic and granular carbon emissions data of the advertising supply chain, and specifically for individual publisher partners. Green Media Products are built with those requirements in mind,” said David Fischer, head of global ad tech partnerships at Scope3. “With Captify now offering GMPs powered by Scope3, advertisers have an easy way to spot, and buy, lower carbon inventory with the assurance that they are taking an action that will help them reduce the carbon emissions of their digital advertising.”

This is one part of the solution to drive sustainable advertising, along with Captify’s intent-based audience data, dynamic creative, attention tools, and supply path optimisation (SPO). Now, clients can better identify consumers interested in their brand and maximise campaign efficiency using data-led creative that delivers true engagement. Additionally, advertisers can optimise their campaigns to those consumers who are most paying attention, therefore limiting wasted impressions — prioritising sustainability without compromising on performance.