GroupM Germany and Adform share a long-standing partnership. With Adform's announcement in early 2023 to be the first global DSP to integrate Scope3, the foundation was laid to enable agencies to directly activate, monitor and improve carbon reduction in the Adform FLOW platform. As part of WPP's global responsible investment activities, GroupM is actively engaged in making advertising more sustainable and achieving net zero emissions by 2030. The integration with Scope3 aligns with this commitment and the agency group’s global mission to “make advertising work better for people by shaping the next era of media.”

Scope3’s state of sustainability report has revealed that display and streaming ads are responsible for 7.2M metric tons of emissions every year, which is the equivalent of yearly electricity usage for 1.4 million US Households. 

GroupM faced the challenge of implementing a campaign in 11 different countries using large-format creatives. The goal was to significantly reduce the campaign’s carbon footprint while achieving branding and performance KPIs, such as CTR and viewability, without compromising delivery.

Adform's integration with Scope3 gave GroupM Germany valuable reporting data that showed which domains generated the highest amount of grams of CO2 per thousand impressions (gCO2PM). Additionally, Adform’s carbon reduction feature* automatically cut 10% of the domains responsible for the highest CO2 emissions from the campaign delivery. By building on the granular reporting data provided by Adform, GroupM went one step further and used these insights for further optimizations, leading to minimal delivery (0.21% of overall spend) to 40% of the highest emitting domains. Through one simple toggle in the Adform UI, GroupM could execute the carbon reduction feature across eleven different markets.