The global integrated advertising platform solidifies its dedication to sustainable advertising

London, UK - Global Integrated Advertising Platform, Adform, today announces its strategic partnership with Ad Net Zero, advertising’s response to the climate emergency, to further solidify the businesses dedication to building a more sustainable future for advertising in the UK.

Adform is focused on ensuring it is taking the necessary steps to reduce its operational carbon emissions to achieve ad net zero. Using Ad Net Zero’s five point action plan, the business will undergo an audit to review and amend its operations. It will then commit to reducing its emissions, including from media planning and buying, which will in turn have a positive impact on its clients. Whilst at the early stages, it’s the start of their commitment to its clients and the industry to not only reduce Scope 3 emissions, but its  own carbon footprint.

“We know sustainability is a major issue in advertising, which is exactly why Ad Net Zero was created. Designed to help the industry deliver on its full potential, Ad Net Zero supports businesses and people to deal with the climate emergency and build a more sustainable future,” comments Philip Acton, UK Country Manager at Adform. “Ad Net Zero’s ambitions align with our values in driving real change. I'm delighted that in the UK we are able to work together so we can lower our own carbon footprint, whilst helping educate the industry - including our clients and partners - as to how we can all contribute to tackling this emergency.”

Adform is dedicated to ensuring advertisers continue to make positive choices. As such, it recently partnered with Scope3 to enable clients to implement green media solutions with quantifiable data and results. With Adform and Scope3, advertisers can benefit from a database that scores media owners and supply chains based on their carbon footprint. Partnerships such as these are an important step in creating a more sustainable future for advertising.

About Adform

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

About Ad Net Zero 

Ad Net Zero is the advertising industry’s plan to help tackle the climate emergency by decarbonising ad operations and supporting every industry to accurately promote sustainable products and services. Originally founded by the Advertising Association in partnership with the IPA and ISBA, Ad Net Zero launched its action plan in the UK in November 2020. The five-step plan aims to achieve net zero emissions in ad development, production and media placement, as well as use advertising’s positive influence to help shift consumers towards more sustainable behaviour. Its first non-UK territory launched in Ireland in June 2022, followed by a global roll-out at Cannes LIONS and launch in the USA in February 2023. Ad Net Zero has seen an explosion of backing from across the industry and proudly counts support from the world’s six biggest agency holding groups, media owners, tech companies, advertisers, and independent creative and production agencies.

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