{"id":334677,"date":"2024-08-28T12:00:00","date_gmt":"2024-08-28T12:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/why-does-sustainability-measurement-matter\/"},"modified":"2025-03-28T17:21:05","modified_gmt":"2025-03-28T17:21:05","slug":"why-does-sustainability-measurement-matter","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/why-does-sustainability-measurement-matter\/","title":{"rendered":"Why Does Sustainability Measurement Matter?"},"content":{"rendered":"\t\t
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What is sustainability measurement?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sustainability measurement is the practice of measuring, campaigning, and optimizing while minimizing the amount of CO2 or other harmful emissions caused from marketing efforts. While you may not think tech companies play a role in the climate crisis, <\/span>a single ad campaign is <\/b>capable of releasing<\/b><\/a><\/span> 70 tons of CO2 equivalent emissions.<\/b> This number comes from the energy consumption of various digital practices \u2014 ad production and delivery, media buying, and campaign optimization.\u00a0<\/span><\/p>

With 94% of consumers believing that <\/span>brands should play a role<\/span><\/span><\/a> in advocating for environmental causes, it’s more important than ever to align with your Environmental, Social, and Governance (ESG) <\/span>goals<\/span><\/a><\/span> and advocate for the environment. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why does sustainability measurement matter?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In February 2024, atmospheric CO2 concentrations <\/span>skyrocketed<\/span><\/a><\/span> to 424.55 parts per million (ppm) \u2014 resulting in a 15% increase in average levels compared to February of 2000. The climate crisis is ramping up, and sustainability is a priority and a collective responsibility for all. The Carbon Trust estimates that the average digital ad campaign emits around 5.4 tons of CO2, <\/span>equivalent to the annual emissions of a single car.<\/b><\/p>

It\u2019s crucial for marketers to invest in the health of the environment, as creating sustainable solutions creates a sustainable industry.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Do consumers care about sustainability?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Consumer awareness of the climate crisis is reaching new peaks as their focus shifts towards companies they interact with \u2014 in fact,\u00a0 78% of consumers say that a company\u2019s environmental practices <\/span>influence their decision<\/span><\/a><\/span> to shop with them. Furthermore, 76% of consumers report that they are more likely to feel favorable towards brands that advocate for environmental causes, and nearly four-in-10 consumers plan to <\/span>choose brands<\/span><\/span><\/a> that have sustainable practices.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The carbon footprint of digital advertising\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Digital advertising, much like other digital activities, relies heavily on data centers, servers, and the energy required to power them. These data centers are the backbone of the internet, hosting websites, storing data, and serving ads to billions of users. According to a report by <\/span>Greenpeace<\/span><\/a><\/span>, the global IT sector, which includes data centers, is <\/span>responsible for approximately 7% of the world\u2019s electricity consumption.<\/b> This consumption translates into a significant amount of carbon emissions, especially if the energy used is sourced from fossil fuels.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Energy consumption in digital advertising:\n<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. Data Centers<\/b>: These facilities run 24\/7, requiring massive amounts of energy to power servers and cooling systems. Each digital ad impression involves data processing, which cumulatively leads to substantial energy use.<\/span><\/li>
  2. Content Delivery Networks (CDNs)<\/b>: CDNs ensure ads load quickly and efficiently across the globe. These networks consist of distributed servers that also consume significant energy.<\/span><\/li>
  3. End-User Devices<\/b>: Every time an ad is displayed, energy is consumed by the user\u2019s device, whether it’s a smartphone, tablet, or computer.<\/span><\/li><\/ol>

    But there\u2019s good news. Companies can mitigate the environmental impact by <\/span>measuring the sustainability<\/span><\/a> of their ads. Being aware of your business\u2019s digital footprint and making efforts to decrease carbon emissions can raise the reputation and value of your messaging, decrease financial costs and inefficient spending, and create new opportunities for ad placement and optimization.\u00a0<\/span><\/p>

    Let\u2019s take a closer look.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    A data-driven view of reducing carbon emissions in digital advertising<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Using Total Visibility<\/span>\u00a0data, IAS compared carbon emissions and business results across <\/span>made-for-advertising<\/span><\/a><\/span> (MFA) sites, ad clutter sites, and quality publishers to understand if emissions and results correlate. Advertisers running ads on MFA sites saw larger carbon footprints, lower clicks and conversions, and had half the success rate as advertisers running on quality media sites.\u00a0<\/span><\/p>

    Simply put, lower carbon emissions aren\u2019t just good for the environment \u2014 <\/span>they\u2019re good for your bottom line.\u00a0<\/b><\/p>

    Here\u2019s what we found.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    MFA and ad clutter sites are higher polluters than quality media sites<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    MFA sites often run instant auctions of ad inventory than websites with typical ad loads, which can lead to <\/span>higher carbon emissions<\/span><\/a><\/span>. Advertising on MFA sites increases carbon footprint exponentially, harming advertisers’ carbon reduction goals. By advertising on <\/span>quality sites, advertisers can decrease carbon emissions by 73%.\u00a0<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Higher polluters have less than half the success rate<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Sites that rely on energy intensive practices to serve impressions, like MFA and <\/span>ad clutter sites<\/span><\/a>, result in fewer clicks and conversions. <\/span>Publishers with lower carbon emissions had a 57% higher success rate<\/b> than advertisements on MFA and ad clutter sites.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Higher polluters have over three times the cost-per-conversion<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Optimizing toward publishers with lower carbon footprints can improve business results. <\/span>Publishers with lower carbon emissions had 67% lower cost per conversions<\/b>, which translates to $11.19 less per conversion than high polluters.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    IAS's AI-powered MFA solution can help brands lower brands\u2019 carbon footprints \n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    IAS’s advanced machine learning and real-time data analysis <\/span>detect and block MFA sites<\/span><\/a><\/span> on a large scale. Unlike static site lists, IAS’s solution combines supply chain data with site characteristics, allowing for dynamic and intelligent identification of MFA sites. This ensures your ad campaigns run efficiently, reducing waste and improving media quality.<\/span><\/p>

    By leveraging IAS\u2019s MFA detection and avoidance, advertisers gain unparalleled control over their campaigns. Optimizing against MFA sites can reduce wasted ad spend <\/span>and<\/span><\/i> aid in lowering the overall carbon footprint of your advertising efforts.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Reach your sustainability goals with IAS and Good-Loop\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    The future of digital advertising must include a stronger focus on sustainability. As awareness of the environmental impact of digital activities grows, consumers and businesses alike will increasingly demand greener practices. The digital advertising industry has the opportunity to lead by example, integrating sustainability into the core of advertising strategies.<\/span><\/p>

    At IAS, we remain committed to making a positive impact, not only for our customers but also for the broader global community. That\u2019s why we offer seamless and sustainable carbon emission measurement through our integration with <\/span>Good-Loop’<\/span><\/a>s<\/span> carbon emissions reporting.<\/span><\/p>

    With this partnership, advertisers can seamlessly opt-in to carbon emission measurement to track and view the end-to-end carbon footprint of their digital ads alongside metrics such as brand safety, fraud, and viewability. It\u2019s never been easier to invest in your planet by investing in the right sustainable solutions.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    How it works<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    1. After opting into the carbon emissions measurement, IAS securely shares non-identifiable campaign data with Good-Loop<\/span><\/li>
    2. Good-Loop calculates carbon emissions through proprietary methods<\/span><\/li>
    3. IAS provides campaign-level carbon emission metrics in the IAS Signal UI<\/span><\/li><\/ol>

      IAS is here to help you simultaneously reduce carbon emissions and drive superior results on quality publishers. Contact an IAS representative today to learn more about reducing your CO2 campaign emissions and making a positive impact.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      \n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tGET STARTED TODAY<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      What is sustainability measurement? Sustainability measurement is the practice of measuring, campaigning, and optimizing while minimizing the amount of CO2 or other harmful emissions caused from marketing efforts. While you may not think tech companies play a role in the…<\/p>\n","protected":false},"author":59,"featured_media":334617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[304],"tags":[],"class_list":["post-334677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-apac-2"],"acf":[],"yoast_head":"\nWhy Does Sustainability Measurement Matter? - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Measuring the sustainability of digital ad campaigns is essential for reducing environmental impact. 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