Green adtech firm Scope3 launched a new dashboard, Media Reporting, to show how cutting carbon emissions will impact campaign performance—a missing link that could spur more buyers to adopt greener media planning solutions.
The Media Reporting dashboard includes a simulator that forecasts how removing particularly high-emitting publishers affects performance metrics like click-through rate, cost per acquisition and viewability, which gives brands putting together greener media plans some visibility into how their advertising goals might be impacted.
“We’ve been doing this in a bespoke consulting fashion for some time,” said Anne Coghlan, co-founder and chief operating officer at Scope3. “This product that we’ve built gives the ability for a brand to pull in its own data and understand what happens when it takes steps to reduce emissions. How will this impact performance?”
Scope3 developed Media Reporting earlier this year and has four brands actively using the product.
The industry has been trying to reduce carbon from the programmatic supply chain over the past two years. But brands have been slow to make changes, demand-side platform executives said at the Green Media Summit in April.
How the dashboard works
Scope3 clients see the dashboard once they upload a post-campaign report.
Brands can also connect Scope3 to their buying platform directly via application-programming interfaces so that campaign emissions can be calculated in real-time with Scope3 updating the dashboard daily, Coghlan said.
