Climate-neutral advertising inventory: Yahoo and Scope3 enter into partnership
Yahoo is immediately integrating Scope3«s »green” ad inventory into its supply platform. This is intended to make it easier for advertisers to ensure that their digital campaigns align with their sustainability goals.
Due to the complex supply chains for digital advertising and the high volume of advertising transactions, the media and advertising industry generates an immense carbon footprint. Scope3 was founded to help solve this problem: by measuring carbon emissions along the entire digital advertising supply chain, the company helps to consider carbon emissions in every business decision.
"It's important that the industry evolves and considers sustainability in its purchasing decisions. As the industry as a whole becomes more sustainable, we are excited to offer green media products through our Yahoo SSP based on Scope3's data," says Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. Adding, "Scope3 provides measurement of each publisher's carbon footprint within PMPs on our platform, creating a clear path for advertisers to invest in the appropriate ad impressions. At the same time, publishers who move to a lower carbon footprint are rewarded with higher demand for their offering."
"Significant milestone"
"There are few platforms that can offer the global reach and scale of Yahoo. Coupled with their enthusiasm to drive adoption of sustainable advertising practices, this integration is a significant milestone for change in the industry," says Brenda Tuohig, Head of Global and Strategic Partnerships at Scope3. "By offering access to Scope3's green media products directly within the platform, Yahoo is providing brands around the world with an easy and standardized way to change their buying behavior in favor of more sustainable media. It also helps ensure that responsible publishers can continue to grow."
Part of the full-stack suite of platforms
The Yahoo SSP is part of Yahoo's full-stack suite of advertising technology platforms. It enables publishers to maximize monetization of their inventory across all channels through a trusted and transparent platform and high ad demand. The new PMPs with Scope3 (Green Media Products) data are now available globally through any demand-side platform (DSP) connected to the Yahoo SSP, including Yahoo's own omnichannel DSP.
