Captify, the U.K.-based global search intelligence platform, is helping online advertisers understand and reduce the environmental impact of their campaigns with its new Green Media Product (GMP). Powered by Scope3’s carbon emissions solution and data, the GMP enables clients to eliminate the least sustainable inventory from media buys across their SSPs to lower emissions through selected inventory delivery. Captify says initial results show a 68% reduction in carbon emissions.

Marketers can measure the carbon footprint of their ad campaign, including the sites and devices where an ad appears on as well as the creative activation. Captify then uses that data to identify and remove high-emissions inventory without compromising performance of the campaign. Throughout the process, Captify provides in-depth reporting of the true impact of the campaign and shows clients how these optimization strategies impact emissions. At the end of the campaign, clients receive a report with actionable insights that help inform future strategies.

Ricardo Honing, performance media director for Dentsu’s Global Addressable Media team, says, “Working with Captify, in partnership with Scope3, on setting a carbon footprint benchmark for a client, we were able to reduce campaign carbon emissions by 68%, all without compromising performance – in fact we outperformed our viewability benchmark by 13%. We’re proud to be at the forefront of helping our clients navigate the ever-growing consideration of sustainability within their marketing mix, and we’re looking forward to continued collaboration with Captify and Scope3 on behalf of our clients.”

Captify’s Search Intelligence technology enables omnichannel programmatic advertising and real-time insights for some of the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony, and Toyota – without reliance on third-party cookies.