Credit: Dan Meyers via Unsplash
Software platform DoubleVerify has partnered with sustainability technology company Impact Plus to reduce the environmental footprint of its advertising.
Brands will be able to leverage DoubleVerify's Emissions Measurement offering to understand and manage the carbon footprint of their digital campaigns.
"As sustainability remains a priority across the advertising ecosystem, brands are looking for ways to understand and address their environmental footprint,” said Steve Woolway, EVP, business development at DoubleVerify.
“Our integration with Impact Plus gives advertisers the data and transparency they need to make more informed, responsible decisions without sacrificing performance or scale.”
DoubleVerify's Emissions Measurement, powered by Impact Plus, delivers an end-to-end view of emissions across the digital advertising supply chain, enabling brands to evaluate and take action to reduce their carbon impact.
DoubleVerify's Emissions Measurement tool offers advertisers several practical applications, including tracking and managing the carbon footprint of digital campaigns across the media supply chain, benchmarking the carbon efficiency of different campaign strategies and incorporating emissions data into media planning and optimisation.
Later this year, DoubleVerify plans to integrate emissions considerations into Scibids AI, its automated campaign optimisation technology, allowing advertisers to shift ad spending in real time toward lower-emission placements.
Impact Plus has developed automated tools that help advertisers evaluate greenhouse gas (GHG) emissions across campaigns.
This integration brings those insights directly into DoubleVerify's measurement ecosystem.
"Reducing advertising’s environmental impact starts with evaluation,” said Vincent Villaret, CEO of Impact Plus.
“Together with DoubleVerify, we’re helping brands embed sustainability into their digital strategies, making it easier to take action based on GHG emissions and media quality data.”
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