Reduction in carbon emissions on their DCO Campaigns
More traffic directed to local .be websites on the open market
Increase in traffic to large premium publishers
Why Adform:
A.S.Adventure is a prominent Belgian brand specializing in outdoor apparel. They've teamed up with Adform to enhance their digital advertising efforts and promote innovation. s
In early 2023, Adform made a significant announcement, becoming the first global Demand-Side Platform (DSP) to integrate with Scope3. The integration allows advertisers using the Adform FLOW platform to actively, track, and reduce their carbon emissions directly through Adform’s DSP. Given the urgent environmental concerns related to increasing CO2 levels, A.S.Adventure seized this opportunity to incorporate sustainability into their media campaigns.
Challenges:
The programmatic ecosystem in Belgium was assessed to produce an average of 302.7 grams of carbon emissions per 1,000 impressions (gCO2PM)**. Even though this is 18% lower than the global average** it is still substantial. To put this in perspective, a standard campaign with approximately 100,000 impressions results in 30.3 kgCO2PM.
The media industry has traditionally not given high priority to environmental sustainability in programmatic advertising, which created a significant challenge in promoting change.
Solution:
Adform's carbon reduction feature*, serves to monitor and report on CO2 in the programmatic ecosystem. A.S.Adventure adopted the feature*, enabling the tracking and reporting of carbon emissions in their campaigns, thereby offering transparency and data for analysis. This feature* allowed them to allocate ad spending towards websites and apps with a lower carbon emission impact.
As a recognition of their efforts, the campaign received an award at the 2023 Belgian IAB MIXX Awards in the category of 'Martech - Best International Marketing Tool.'
* Adform's Carbon Reduction Feature is Powered by Scope3. This is a custom integration and does not form part of the 'Climate Shield.'
**Data on market average CO2 levels taken from Adform's Programmatic Carbon Index
Robbert Bremer
Team Lead, Digital Traffic | A.S.Adventure
“As an SBTI accredited business, we hold sustainability in high regard and make sincere efforts towards more sustainable practices. As a retailer, we must make use of means and channels that often counteract those efforts, including programmatic advertising. Adform’s integration with Scope 3 provides an elegant middle ground between these conflicting goals, mitigating environmental impact while delivering quality display advertising to our customers. This with, surprisingly, no measurable negative impact on performance, and in fact improving local reach.”