In an era where sustainability is paramount, Horizon Media, the largest independent media agency globally, is taking significant strides toward carbon neutrality in advertising. Partnering with TripleLift, a leading ad tech platform, and Scope3, they are pioneering initiatives to achieve net-zero carbon emissions for all media buys through innovative green media products and carbon compensation strategies.
A Groundbreaking Collaboration
This unprecedented collaboration marks the first time Horizon Media will offer net-zero carbon emissions for its advertising purchases via TripleLift’s extensive inventory. By integrating Scope3 Green Media Products (GMPs) into their media strategies, Horizon Media is shifting all live deals to focus on sustainability. This partnership reflects the agency’s commitment to aligning its practices with global sustainability goals.
Commitment to Sustainable Media Growth
Horizon Media is at the forefront of driving sustainable media practices in the programmatic advertising space. With the introduction of carbon reduction initiatives, the agency can now provide clients with options that reduce their carbon footprint. This collaboration signifies an essential step toward integrating environmental considerations into the advertising ecosystem.
Advancing Green Initiatives with TripleLift
TripleLift’s ongoing commitment to sustainability is exemplified through its partnership with Scope3 and collaboration with Greenplaces. This alliance enables TripleLift to offer Horizon Media access to GMP deals that exclude climate-risk inventory from their media buys. By facilitating these green initiatives, TripleLift empowers brands and agencies to minimize energy waste and reduce associated carbon emissions, particularly in programmatic advertising campaigns.
Carbon Compensation for Advertisers
Beyond simply reducing carbon emissions, TripleLift and Scope3 are introducing a carbon compensation mechanism for Horizon Media’s advertisers. This involves investing in carbon removal projects to offset the carbon produced during digital ad campaigns. Such investments aim to neutralize the carbon footprint associated with media purchases, contributing positively to the environment.
A Statement from Horizon Media
Jean Marc, Senior Vice President of Media Technologies and Sustainability at Horizon Media, emphasized the significance of this collaboration: “Our partnership with TripleLift and Scope3 exemplifies Horizon Media’s commitment to driving meaningful change within the advertising ecosystem. By integrating green media products into our buys and investing in carbon removal initiatives, we are taking decisive steps to minimize the environmental impact of our clients’ campaigns.”
The Importance of GMP Deals
As businesses worldwide strive for aggressive net-zero emissions goals, Green Media Product (GMP) deals provide a practical solution for brands aiming to mitigate the emissions impact of programmatic media. By excluding climate-risk inventory and investing in carbon removal initiatives, these deals play a crucial role in achieving sustainability objectives.
Dual Benefits of Carbon Compensation
The dual benefit of carbon compensation lies in its ability to not only neutralize a brand’s programmatic carbon footprint but also to fund high-quality carbon removal projects. This approach is essential for supporting global climate goals and removing sufficient carbon from the atmosphere.
Industry Insights on Sustainability
Kate Fiala, Director of Business Development at TripleLift, noted the industry’s long-standing challenges regarding efficiency and greenhouse gas emissions. “The pressures to combat this have since passed as we’ve entered a critical period to make change,” she stated. Fiala highlighted that the partnership with Horizon Media is a significant step toward improving the advertising industry’s environmental impact.
Leveraging Technology for Sustainable Practices
Together, Horizon Media and TripleLift are leveraging advancements in programmatic carbon emissions measurement to keep sustainability at the forefront of media buying. This partnership will also help fund technological advancements required to support the removal of carbon emissions through high-quality projects. Their initiative aligns perfectly with Scope3’s mission to drive measurable emissions reduction across the digital advertising ecosystem.
Conclusion: A Path Forward for Sustainable Advertising
The collaboration between Horizon Media, TripleLift, and Scope3 represents a pivotal moment in the advertising industry. By prioritizing sustainability and taking concrete actions to reduce carbon emissions, these companies are setting a precedent for responsible advertising practices. As they continue to develop and implement innovative solutions, they not only address the urgent need for environmental accountability but also pave the way for a more sustainable future in digital advertising.
As consumers and brands alike become more environmentally conscious, initiatives like these will play a crucial role in shaping the future of advertising, ensuring it aligns with the broader goals of sustainability and climate responsibility.