This initiative is also intended to make the emerging discipline of Marketing Automation more sustainable

Vienna, AT - As part of a comprehensive initiative aimed at making Marketing Activation more CO2-friendly, the agency network dentsu and its technology partner Adform, through Scope3 capabilities, are launching for the first time an integrated option for a far more environmentally friendly delivery of advertising campaigns.

From now on, all dentsu customers who run programmatic campaigns via the Adform Demand Side Platform (DSP) can monitor their campaigns in real time - and keep a close eye on the campaigns' footprint. Through Adform's carbon reduction feature, powered by Scope3, CO2 emissions can be identified at domain level and subsequently domains with excessive emissions can be excluded from the delivery of ads.

Grams of CO2 emissions per thousand impressions (gCO2PM), is the KPI being used and this is intended to become a standardized metric of environmental impact in the future. Based on this KPI, those 10% to 30% of domains with the highest C02 emission values will then be automatically and dynamically excluded from programmatic campaigns. The first advertising campaigns carried out with customers are already showing a significantly reduced carbon footprint.

“Sustainability is part of our daily, lived agency culture. We see it as our responsibility to drive the development towards significantly CO2-reduced marketing. This is just one of many initiatives for a positive development contribution and more responsible advertising and activation solutions”, explains Herbert Pratter, COO dentsu Austria, leading the innovative cooperation with Adform.

Claudia Wieland, Head of Brand Management at tourism brand WienTourismus, sees the initiative as an exciting opportunity to also make the delivery of campaigns more sustainable: “Vienna Tourist Board pursues clear sustainability goals in the ecological, social and economic sense - building on its Visitor Economy Strategy already presented in 2019. The monitoring method of Dentsu in cooperation with Adform and Scope3, which we were able to test for the first time in the context of a campaign for our Vienna City Card, is an innovative step in addressing Vienna’s visitors in an even more environmentally friendly way in the future.”

“No one can solve the climate crisis alone, we all have to take responsibility for our decisions - including the advertising industry”, says Andreas Grasel, Country Manager Austria & Switzerland at Adform. “We are therefore delighted that dentsu is joining us in our pioneering work to reduce C02 emissions in the digital advertising supply chain and create a more sustainable digital advertising ecosystem”.

By partnering with Adform, provider of the only global DSP that has integrated an advanced carbon reduction feature into its platform, dentsu is taking another big step towards more sustainability in advertising campaign activation.