Yahoo Partners With Scope3 To Offer a Carbon-Neutral Private Marketplace

Discover what the integration between Yahoo and Scope3 means for ad buyers and why it is important.

January 6, 2023

Yahoo has announced its partnership with Scope3 to provide advertisers with a carbon-neutral private marketplace in the Yahoo SSP. Discover what this means for ad buyers and why this is important in today’s business environment.

Yahoo has announced an integration with Scope3, a company that measures end-to-end emissions across the advertising and media supply chain. The integration aims to offer advertisers a carbon-neutral private marketplace (PMP) in the Yahoo SSP. 

This means advertisers who buy inventory through Yahoo SSP can find and buy Green Media Products (GMPs) to make sure their advertising campaigns are in line with their sustainability goals. 

Talking about the partnership, Brenda Tuohig, head of global and strategic partnerships, Scope3, saidOpens a new window , “By offering access to Scope3’s Green Media Products directly in the platform, Yahoo is giving brands around the world a simple and standardized way to shift their buying behavior in favor of more sustainable media while helping ensure responsible publishers continue to thrive.”

Scope3 Expands Its Partnership

Scope3’s partnership with Yahoo is the latest among the company’s other partnerships. Last year, Index Exchange announced a partnershipOpens a new window with Scope3 to enable a greener digital media ecosystem. Sharethrough and OpenX, too, announced their partnershipsOpens a new window with Scope3 last year.

Parallelly, Vox Media, too, has announced the launch of Concert Green MarketplaceOpens a new window , an advertising solution for brands, which will leverage technology and data from Scope3. 

See more: Yahoo Partners With DAX To Provide Access to Over 2,400 Premium Outdoor Screens

The Key Driver Behind the Integration

The digital advertising and media industry generates massive amounts of carbon footprints owing to the digital advertising supply chains’ complexity and the massive volume of ad transactions. According to GoodLoop’s Carbon Calculator, an average ad campaign emits about 5.4 tons of carbon dioxideOpens a new window , which is roughly half the CO2 an average British citizen produces in a year. Scope3 was a company trying to help solve the sustainability issue.

Scope3 expects to measure the complete digital advertising supply chain’s carbon emissions and help businesses like Yahoo make it easier for advertisers that buy on their platforms to consider carbon in their business decisions.

Elizabeth Herbst-Brady, chief revenue officer, Yahoo, said, “It is important that the industry moves and considers sustainability in buying decisions. As the whole industry is on a journey to move to being more sustainable, we are excited to bring access to green media, powered by Scope3’s data, through our Yahoo SSP. This adds another layer of choice and flexibility to our customers. Scope3 provides measurement of each publisher’s carbon emissions within the PMPs we now offer, creating a clear path for advertisers to invest in these ad impressions while also rewarding publishers that are transitioning to greener, lower carbon footprints with greater demand for their supply.”

With the increasing demand for bringing down the carbon footprint, more such partnerships can be expected in the future.

What do you think of the partnership between Yahoo and Scope3? Let us know on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .

Image source: Shutterstock

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Karthik Kashyap
Karthik comes from a diverse educational and work background. With an engineering degree and a Masters in Supply Chain and Operations Management from Nottingham University, United Kingdom, he has experience of close to 15 years having worked across different industries out of which, he has worked as a content marketing professional for a significant part of his career. Currently, as an assistant editor at Spiceworks Ziff Davis, he covers a broad range of topics across HR Tech and Martech, from talent acquisition to workforce management and from marketing strategy to innovation. Besides being a content professional, Karthik is an avid blogger, traveler, history buff, and fitness enthusiast. To share quotes or inputs for news pieces, please get in touch on karthik.kashyap@swzd.com
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