Leading open web technology platform Outbrain, announced the launch of OnyxGreen, a Green Media Product (GMP) powered by data from Scope3, the collaborative sustainability platform decarbonizing media and advertising.
The launch of OnyxGreen inputs Scope3’s data set directly into Outbrain’s branding platform Onyx, allowing marketers to cut the least sustainable inventory from their media buys.
OnyxGreen provides marketers committed to a cleaner, more sustainable media ecosystem access to a platform to maximise attention, drive greater brand impact, and minimise emissions.
Scope3’s April 2023 report reveals that the programmatic advertising industry produces more than 215,000 metric tons of carbon emissions in a single month across five leading economies, the equivalent to more than 24 million gallons of gasoline being consumed.
Yet when digital ad campaigns are optimised for attention time, research has identified that carbon emissions are reduced by an average of 63%.
OnyxGreen builds on the 2023 release of Onyx, which utilises Outbrain’s prediction technology to maximise attention, ensuring brand dollars are allocated to the most valuable and impactful moments.
Commenting on the launch, Klaus Ludemann, SVP of Brand & Agency Customer Experience at Outbrain, said: “With OnyxGreen, advertisers are expected to reduce their carbon emissions by up to 30% compared to open exchange video and display. We’re proud to offer a low-emission private marketplace (PMP) solution, giving buyers the opportunity to easily find and buy Green Media Products powered by Scope3 to help decarbonize the programmatic ecosystem, while driving real brand outcomes.”
David Fischer, Head of Global Ad Tech Platforms at Scope3, said: “Advertisers want to maximise the effectiveness of their media spend, and that now means optimising for carbon in addition to considering traditional metrics like reach and scale. The addition of Scope3 emissions data to OnyxGreen gives marketers a simple and standardised way to shift their buying behaviour in favour of more sustainable media while helping ensure publishers continue to thrive.”
For more such updates, follow us on Google News Martech News