Results
A1, as part of A1 Telekom Austria Group, aims to reach overall net-zero emissions by 2040 through renewable energy procurement and self-production, energy efficiency initiatives, supply chain emission reduction, and fleet transformation. Seeking to extend this commitment into its digital advertising efforts, A1 partnered with Adform and Scope3 to reduce emissions in its programmatic campaigns.
Decrease in effective cost per click (eCPC)**
of CO2e saved throughout campaign when compared to average rates in Austria***
Why Adform:
A1, as part of A1 Telekom Austria Group, has made decarbonization of its own operations, as well as its value chain, a focal point in its business strategy. As part of its environmental goals, A1 operates most of its entire telecommunications network using renewable electricity and aims to achieve net-zero emissions by 2040. This target includes eliminating emissions from its direct operations (Scope 1 & 2) by 90% and reducing supply chain emissions (Scope 3) by at least 60% by 2030. Additionally, A1 is committed to recycling and refurbishing old devices and promoting a circular economy.
To align its advertising practices with its broader carbon reduction objectives, A1 partnered with us to integrate our Carbon Reduction feature*, powered by Scope3, into its digital advertising strategy.
Challenges:
With carbon reduction as a key element of its strategy, A1’s primary goal was to lower emissions in its digital advertising while maintaining high campaign performance. A1 also aimed to employ an "always-on" strategy, ensuring that any adjustments to campaign setup would be as seamless as possible
Solution:
In early 2023, we became the first global Demand-Side Platform (DSP) to integrate with Scope3, enabling partner brands to measure and reduce carbon emissions through the Adform FLOW platform.* The feature scores media owners and supply chains based on carbon footprint and automatically excludes top- scoring domains from campaigns.
From February 2024, A1 integrated this solution across all its programmatic display advertising and began to see positive results immediately.
*Adform Carbon Reduction is powered by Scope3 and is a custom carbon algorithm.
**This statistic compares the average effective cost per click (eCPC) over the first three months following the activation of the carbon feature to the average eCPC from the preceding three-month period.
***The average rate of carbon emissions for the campaign is calculated through Adform’s Programmatic Carbon Index
Rut Morawetz
Head of Digital Communications and Content, A1 Telekom
“Partnering with Adform and Scope3 has enabled us to take a critical step forward in aligning our digital advertising with our carbon reduction goals. By integrating Adform’s Carbon Reduction feature across all our programmatic campaigns, we’ve been able to reduce emissions without compromising performance. This collaboration has made it easy for us to pursue our vision of a more sustainable future in every aspect of our business.”