Digital advertising platform Ozone is launching a tool which will enable clients to calculate the carbon footprint of campaign delivery for all activity run through the platform’s managed service capability.
Dubbed ECOzone, the scheme is the first stage in Ozone’s plan for carbon net zero campaign delivery by 2030. In the short-term it aims to provide greater transparency and accountability to agencies and advertisers which use its platform, including , whose clients include Mail Metro Media, Pink News, Asian Media Group and Our Media (pictured).
ECOzone measurements will initially focus on the ability of Ozone’s platform to deliver what it calls “premium publisher impressions” to advertisers, many of whom are already focused on delivering more carbon efficient creatives.
The metrics will be included in every managed service post campaign analysis delivered by the business, with a staggered roll out across Q3 and a formal launch Q&A session with agency partners planned for early August.
ECOzone measurements are calculated using actual emissions data collected from Ozone’s cloud partners – Ozone’s primary source of CO2 raw data.
A weekly average figure based on the amount of CO2 used to deliver each impression is calculated from a dataset verified by independent environmental consultancy Green Element, as part of a full audit of the Ozone business. Each campaign is then factored by this amount to give a bespoke CO2 measurement for that activity.
The ECOzone initiative is the first customer-facing activity from Ozone’s work to measure and reduce carbon emissions across its owned platform. In 2022 alone, while the number of bid requests received by Ozone increased three-fold, the average CO2 per billion bid requests reduced by 52%.
This launch represents a first step for ECOzone measurement and is focused on Ozone’s managed service business, accounting for a significant proportion of its total revenue. Future initiatives will include bespoke measurements for Ozone’s Deals and Connect products to provide a total view of emissions across Ozone’s owned platform.
Ozone chief strategy officer Dora Michail-Clendinnen said: “ECOzone will provide a more granular, robust and transparent view of the carbon footprint of Ozone’s managed service campaigns. We have deliberately focused on the element of campaign delivery that we have direct control over, to provide advertisers with the reassurance that campaign delivery is as carbon efficient as possible across the premium web.
“Creating a more sustainable advertising ecosystem has always been core to Ozone’s existence, and we have long believed that working more directly with publishers or publisher-owned platforms like our own is key to that.”
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