*Adform's Carbon Reduction Feature, powered by Scope3, is a custom integration and does not form part of the 'Climate Shield'

In early 2023, Adform announced that it was the first global DSP to integrate with Scope3. With this partnership, Advertisers using the Adform FLOW platform can activate, monitor, and improve their carbon reduction directly through the Adform DSP.

Vodafone Germany were keen to participate in the initiative and work towards their goal to be carbon neutral by 2025.

Recent studies have revealed that the global internet is responsible for 3.5% of global carbon emissions - more than civil aviation. In France, Great Britain, Germany, Australia, and the U.S., the programmatic industry generates the equivalent of 24 million gallons of gasoline. Tech providers, brands, and publishers have decided to work hard to tackle the issue by ensuring the advertising supply chain remains energy efficient.

Vodafone Germany entrusted Adform and Scope3 to reduce the carbon footprint of their banner campaigns. Adform worked to reduce the CO2 output while also ensuring Cost per Acquisition (eCPA) as a primary performance KPI, remained unaffected.

Adform’s integration with Scope3 gave Vodafone Germany valuable reporting data that highlighted which domains were responsible for higher emissions. Adform's service team then activated a dynamic exclusion list and removed 30% of the highest emitting domains in the market by grams of CO2 per thousand impressions (gCO2 PM), according to

Scope3*. This process was repeated in four cycles over the campaign period.

Adform created two line items (Control V Optimized) to test and measure the true impact of their carbon reduction activity.

* - Scope3 – Germany – April/May 2023 – Carbon footprint evaluation: media distribution & ad selection emissions