Results
Through their collaboration with Adform, and their digital agency, Mediaplus Italy, Leroy Merlin, a leading home improvement retailer, incorporated carbon reduction into their digital advertising strategy. By leveraging Adform’s carbon reduction feature*, powered by Scope3, the retailer reduced the carbon emissions of their campaigns without compromising on performance.
Lower carbon emissions than the national average**
Total impressions served on domains that emit lowest carbon emissions in Italy
Improvement in Cost Per Sessions (CPS)***
Why Adform:
Leroy Merlin, a leading home improvement retailer, chose Adform as a strategic partner not only to drive high-quality website traffic but also for our proven track record of driving innovation. Alongside their digital agency, Mediaplus Italy, Leroy Merlin sought to extend their commitment to sustainability into their digital advertising efforts by leveraging Adform’s carbon reduction feature*, powered by Scope3.
Challenges:
Leroy Merlin recognized the environmental impact of digital advertising, particularly the carbon emissions generated by bidding processes, server usage, and the distribution of creatives. The retailer was determined to find a solution that would allow them to reduce carbon emissions from their online campaigns while maintaining high levels of campaign performance. The challenge lay in achieving this balance without compromising on the effectiveness of their digital advertising strategy.
Solution:
In early 2023, Adform 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. With Scope3, Adform provides visibility into emissions data across the digital supply chain, including SSPs, DSPs, and other partners.
The solution involves the use of a blocklist, updated daily, that excludes high-emission domains from campaign targeting. This blocklist focuses on the top 5–7% of high-emission domains identified by Scope3, as well as those with unavailable Scope3 data. By applying this blocklist, Leroy Merlin was able to align their advertising activity with their sustainability goals while continuing to deliver high-quality campaign outcomes.
*Adform Carbon Reduction is powered by Scope3 and is a custom carbon algorithm.
**Compared to Scope 3 Market benchmark for Italy – web – excluding consumer device
***This analysis evaluates the number of quality visits to the target site by comparing data from the month prior to and the month following the activation of Scope3.
Giulia Cavanna
Client Lead, Mediaplus Italy
“The campaign on Adform allowed us to test, for the first time, a technology designed to reduce carbon emissions while maintaining performance levels within the established benchmarks for the channel. This innovative approach underscores our commitment to sustainability without sacrificing the efficiency and effectiveness of our advertising efforts. Additionally, the campaign underwent significant optimization, enabling us to achieve a highly competitive Cost Per Session (CPS) relative to the target.”
Andrea Bollani
Digital Marketing Manager, Leroy Merlin
“Working with Adform for this test allowed us to gain a broader perspective on the emissions produced by our campaigns and to assess the player’s capability to reduce them. Additionally, thanks to this test, we achieved approximately 67% fewer carbon emissions compared to the national average, while also optimizing campaign data, resulting in an improved CPS.”