Over the last five years, leading Finnish agency, Tulos, has been actively using Adform’s award-winning Demand-Side Platform (DSP) for their advertising campaigns on behalf of their client, Hartwall - a major beverage company.

In early 2023, Adform's DSP took a pioneering step by integrating with Scope3. This integration led to the development of Adform’s carbon reduction feature, enabling Hartwall to directly monitor and reduce its carbon emissions through the Adform DSP.

Hartwall faced a key challenge: how to reduce carbon emissions in advertising campaigns for Heineken brands like Sol and Birra Moretti. They aimed to do this in line with Heineken's 2030 sustainability goals, part

of the "Brew a Better World" initiative. Hartwall and Tulos worked with the specific goal of applying sustainability practices to display advertising in Finland.

Reducing carbon emissions in advertising involves various factors, such as how media is distributed and the environmental impact of data transfers and consumer devices. Among these factors, media distribution was a critical focus for Hartwall. They had already taken steps to reduce emissions related to creative distribution and data transfers but were actively exploring ways to address emissions from media distribution in programmatic advertising.

Additionally, Hartwall was interested in whether improving media quality would lead to positive changes in Key Performance Indicators (KPIs).

Adform's integration with Scope3** empowered Hartwall and Tulos to take direct action in activating, monitoring, and enhancing their carbon reduction efforts through the Adform DSP.

By utilizing Adform's Carbon Reduction Feature*, Hartwall was able to source more sustainable media on a larger scale. This resulted in improvements in their campaign Key Performance Indicators (KPIs), including enhancements in click quality, pricing, and click-through rates.