▾ G11 Media Network: | ChannelCity | ImpresaCity | SecurityOpenLab | GreenCity | Italian Channel Awards | Italian Project Awards | ...

New Research Reveals Link Between High-Quality Digital Ads and Lower Emissions

DoubleVerify ("DV"), the leading software platform for digital media measurement, data, and analytics, today revealed findings from its Global Insights Report demonstrating a relationship between high...

Business Wire

DoubleVerify and Scope3 found that buying higher media quality impressions resulted in decreased carbon emissions of nearly 65 thousand metric tons of CO2 emissions in 2023 showing the sustainability benefits of smart digital advertising

NEW YORK: DoubleVerify ("DV"), the leading software platform for digital media measurement, data, and analytics, today revealed findings from its Global Insights Report demonstrating a relationship between high-quality digital advertising environments and reduced carbon emissions.

The findings, based on a global analysis of over one trillion ad impressions delivered across web display and video environments underscore the environmental benefits of maintaining high-quality ad inventory. DV measures the quality of ad inventory through its DV Authentic Rate – the percentage of ads verified as brand-suitable, fraud-free, and in the correct geography. The study highlights that higher DV Authentic Rates correlate strongly with lower emissions, as measured by Scope3 impact data, further emphasizing the role of buying quality media in reducing digital advertising’s carbon footprint.

"Simply put, for digital ads, buying higher quality media directly translates to a lower emissions impact,” said Mark Zagorski, CEO, at DoubleVerify. "Our latest data shows that high-quality, fraud-free advertising not only optimizes performance but also supports broader sustainability goals. By enhancing the precision and efficiency of ad delivery, we can help decrease the unnecessary energy consumption that contributes to higher emissions."

The study also found that high-tier MFA sites, known for high ad density, emitted 44% more carbon emissions relative to the average emissions across DV-measured media. Conversely, ads with high DV Authentic Rates produced fewer emissions, affirming the positive environmental impact of quality digital ad placements.

DV’s approach to measuring the carbon impact of digital ads leverages a partnership that was launched in 2022 with Scope3, the leading provider of ad-emissions data. This collaboration enables advertisers to make informed decisions that align their marketing strategies with their environmental values, taking steps to ensure their advertising dollars are spent responsibly.

DV calculated that media quality protections helped avoid a quantifiable 64.9 thousand metric tons of CO2 emissions waste from non-authentic ads in 2023, equivalent to a $13.2 million social cost of carbon ($204 per metric ton of CO2). Social cost of carbon quantifies and monetizes the incremental costs to society of climate change impacts resulting from the emission of one additional metric ton of CO2 or its equivalent.

"Media quality optimization prevented a sizeable amount of CO2 emissions that would have been produced by low-quality ad placements, avoiding a considerable social cost of carbon,” said Zagorski. “This underscores the importance of maintaining high standards in digital advertising.”

Method: The report employs DV technology to analyze over one trillion impressions, both pre and post-bid, and offers a detailed market-by-market analysis for North America, LATAM, EMEA, and APAC. It covers video and display impressions from January to December 2023 across desktop, mobile web, mobile app, and CTV.

For the full 2024 Global Insights Report, visit: https://doubleverify.com/global-insights-2024-trends-report

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media.

Fonte: Business Wire

If you liked this article and want to stay up to date with news from InnovationOpenLab.com subscribe to ours Free newsletter.

Related news

Last News

Sparkle works on environmentally sustainable content distribution

The Italian company partners with MainStreaming for high-performance, energy-efficient video streaming

Fintech: Links tests the use of exponential technologies in the banking…

Links Management and Technology just concluded the testing phase of a research project focused on banking transformation

Axyon AI: Italian Artificial Intelligence for Finance applications

Axyon AI offers an AI platform specifically designed for asset management, with several interesting strengths for those approaching machine/deep learning…

Italian Artificial Intelligence tackles medical emergencies at sea

Mermaid-AI is a telehealth platform at sea based on a visor equipped with an AR, medical Artificial Intelligence algorithms, satellite communications…

Most read

SaaS Platforms Give North American Insurers Speed, Agility

$III #AI--Insurance companies in North America are upgrading systems and adopting advanced technologies to overcome the limitations of decades-old IT…

GlassHive Announces Integration with ConnectWise to Elevate the ConnectWise…

#businessautomation--GlassHive, a trailblazer in sales and marketing automation, has announced an integration with ConnectWise, a leading provider of…

Nordic Firms Put Emphasis on Infrastructure, Sustainability

$III #AI--Bucking the trend toward a “cloud first” approach, enterprises in the Nordics have adopted a hybrid cloud strategy that prioritizes practicality…

Faraday Future to Host an Investor Community Day at its HQ in Los Angeles…

Faraday Future Intelligent Electric Inc. (Nasdaq: FFIE) (“FF” or the “Company”), a California-based global shared intelligent electric mobility ecosystem…

Newsletter signup

Join our mailing list to get weekly updates delivered to your inbox.

Sign me up!