Telegraph Media Group (TMG) has partnered with Scope3, the leading sustainable technology platform for carbon emissions measurement in digital media, enabling advertisers to measure and reduce carbon emissions from their media campaigns.
The partnership will enable advertisers who book directly to integrate carbon reporting into their planning and buying strategy so they can reduce waste and improve campaign performance.
Since 2018, TMG has worked with advertisers, designers and technology partners to reduce digital advertising wastage and boost media efficiency. To ensure campaigns are noticed, there is only ever one high-impact format or digital advertising placement on any given article on The Telegraph app and website.
TMG campaigns also use a wealth of first-party data, audience targeting and advanced contextual targeting to ensure they reach the most relevant and valuable audience and reduce waste.
The introduction of Scope3’s measurement capabilities gives advertisers vital insight into the connection between higher attention quality and carbon efficiency. Scope3’s platform provides a holistic view of carbon emissions, performance data, and market benchmarks into one dashboard.
Its methodology aligns with action three of the Advertising Association’s Ad Net Zero Action Plan to reduce emissions from media planning and buying, as well as the Global Media Sustainability Framework (GMSF).
Telegraph Media Group’s chief commercial officer, Karen Eccles, said: “We know that targeted advertising in high quality content that is made for readers delivers better ROI for advertisers and improves carbon efficiency. Working together to reduce wastage should be a no-brainer for the ad industry.
“This partnership with Scope3 will help us to build sustainable, high-performing campaign plans and green media products for the industry, and deliver proof of their impact.”
Tim Collier, head of UK and northern Europe at Scope3, said: “We’re delighted to support Telegraph Media Group’s ongoing industry efforts to reduce digital advertising waste and provide better outcomes for marketers. Ineffective media campaigns waste money and harm the environment, but there is a better way forward.
“The combination of Scope3’s data and TMG’s media solutions shows sustainability and growth do not need to be mutually exclusive. Our partnership is a crucial step toward building an industry ecosystem that enables sustainable growth for all participants.”
