InMobi Advertising is furthering its commitment to sustainability in advertising by choosing Scope3, the collaborative sustainability platform decarbonising 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 optimisation-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.
“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.”
“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 prioritising 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.”
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Top image: Abhay Singhal & David Fischer