Reducing Carbon Emissions & Waste with Attention Metrics
As climate concerns grow, advertisers need to take meaningful steps toward reducing their environmental impact. While traditional metrics incentivize a race for cheap reach, attention metrics emphasize quality over quantity. By optimizing with attention metrics, advertisers can secure higher-quality impressions and reduce waste from low-quality impressions. Adelaide’s research also shows that websites with more attentive media placements generally emit fewer carbon emissions.
To understand the connection between attention metrics and emissions, Adelaide partnered with Scope3.
Advertising has a surprisingly large carbon footprint. Source: Scope3 and Ebiquity Study + EPA Calculator
We found that AU-optimized media generated 13.7% fewer emissions than viewability-optimized media. Attention optimizations not only reduced carbon emissions, it also increased unaided awareness by 83%. Advertisers don’t have to sacrifice campaign performance to mitigate environmental impact.
AU-optimized media generated 13.7% fewer carbon emissions than viewability optimized media.
Since this initial research, we’ve partnered with other advertisers, including Mediahub and a travel brand, to further explore AU’s impacts on environmental outcomes. In this campaign, higher-AU media delivered 37% lower emissions per conversion versus lower-AU media. By allocating 20% of total spend towards higher-AU inventory, Mediahub could also boost conversions by 5% and reduce grams of Co2 per conversion by 16% without increasing cost. To learn more, watch the recap of the webinar where we presented these findings.
Adelaide’s integrations with programmatic partners empower advertisers to reduce carbon emissions at scale. Learn more about the launch of high-attention, low-emissions PMPs in collaboration with Microsoft Advertising (Xandr).
