InMobi Advertising, a leading provider of monetization and marketing technologies that help businesses fuel growth, is furthering its commitment to sustainability in advertising by choosing Scope3, the collaborative sustainability platform decarbonizing media and advertising, to pioneer the world’s largest green media offering, purpose-built for mobile and in-app.
The Scope3-powered solution allows InMobi Advertising’s clients to buy against low carbon emissions and supply path optimization-compliant media, access carbon emissions measurement data at the placement level, and inform their overall media strategy to reduce their emissions in the long term. Scope3 data shows that campaigns running on green media-compliant products delivered, on average, a 39% reduction in emissions and a 10% increase in click-through-rate. InMobi Advertising’s green offerings enable all InMobi Exchange media buyers to:
- Measure campaign emissions on all green media campaigns at the deal ID level
- Reduce campaign emissions by focusing on direct, high-quality and low-emissions inventory
- Optimize emissions and campaign performance simultaneously
“This partnership with Scope3 and the launch of InMobi Advertising’s green media offering marks a significant milestone in the company’s sustainability journey,” says Abhay Singhal, CEO at InMobi Advertising. “InMobi Advertising is translating its commitments into tangible actions that will positively impact the environment and the advertising industry; this is a critical step towards a unified standard of measurement for sustainability across ad tech.”
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“Inefficiency and waste in digital advertising aren’t just bad for marketers—they’re bad for the planet, too. The industry must shift to more sustainable media buying, but that change will only happen if marketers see the connection between sustainability and growth,” says David Fischer, Global Head of Ad Tech Platforms at Scope3. “InMobi Advertising’s new green media segments, powered by Scope3’s data, offers a solution that helps buyers continue to hit their media targets while cutting down on emissions of their campaigns. This work is another big step forward in making advertising more sustainable.”
“Consumers are increasingly prioritizing sustainability and will look toward brands that do the same,” says Martin Bryan, Chief Sustainability Officer at IPG Mediabrands. “According to our recent global study, Sustainability Speaks, 77% of people want to see more companies take a stance on sustainability and brands climate action has an impact on purchase intent.”
With InMobi Advertising’s green media segments, powered by Scope3, brands and agencies can make meaningful, carbon-conscious decisions at-scale with detailed and transparent emissions reporting in line with their strict environmental targets.
In working with Scope3, InMobi Advertising reinforces its commitment to prioritizing high-quality and direct traffic to in-app publisher inventory, complementing its launch of attention measurement on in-app placements in late-2023, which has already proven to reduce carbon emissions. Combined with Scope3’s industry-leading measurement and curation products, InMobi Advertising goes a step further in helping buyers reduce campaign emissions while improving overall programmatic performance.
In 2023, InMobi Advertising became one of the first Ad Tech companies to commit to set near- and long-term targets in line with science-based net zero with the Science-Based Targets Initiative (SBTi). InMobi Advertising will submit those targets with SBTi for validation before 2025.
InMobi Advertising is also a proud member of Ad Net Zero, reinforcing its dedication to reduce emissions and work with advertisers, agencies, ad tech vendors, and publishers to drive positive change along the value chain. Additionally, InMobi Advertising’s ongoing collaboration with Givsly and its status as a founding member of AdTechCares highlight its multifaceted approach to sustainability.
SOURCE: BusinessWire