Industry-first initiative will help publishers
accurately understand their carbon footprint and set net-zero
targets
MONTREAL and NEW
YORK, Oct. 18, 2023 /PRNewswire/ --
Sharethrough, one of the top global independent omnichannel ad
exchanges, today announced the launch of the Net Zero Publisher
Program. Developed in partnership with measurement company
51toCarbonZero (51-0), this unique initiative aims to help
publishers gain an accurate understanding of their carbon
footprint, allowing them to set net-zero targets and take tangible
actions that will have a positive impact on the digital media
industry.
For publishers who choose to participate in the program,
Sharethrough will cover measurement costs for the first year, in
alignment with Ad Net Zero's measurement methodology
recommendations. In addition, 51-0 will provide tailored
measurement and guidance on effective actions towards Science Based
Target (SBTi) approval and net-zero commitment. Publishers
committed to measure and eventually achieve net-zero emissions will
also have the ability to join Sharethrough's Path to Net-Zero
Marketplace, which will allow advertisers to prioritize spend on
sites certified to be working towards net-zero emissions. These
publishers will benefit from free measurement for the first year
and better positioning among media agencies and brands, ultimately
providing the opportunity for more advertising revenue. IPG
Mediabrands is one of the early endorsers of the program.
"IPG Mediabrands is proud to be an anchor partner in
Sharethrough's latest initiative, bringing more awareness and
improved sustainable solutions to the entire digital advertising
and media ecosystem," said Martin
Bryan, Global Chief Sustainability Officer of IPG
Mediabrands. "At IPG Mediabrands, we're committed to improving the
sustainability of advertising and supporting the Net Zero Publisher
Program which helps accelerate the availability of SBTi-approved
media inventory by 2025. We're proud to recognize Sharethrough as
the go-to advertising exchange helping publishers, agencies and
brands alike achieve this goal."
Over the last 18 months, more and more brands have asked
agencies and media partners to aid their efforts in achieving
net-zero goals. But while brands, agencies and other ad tech
players have launched strong sustainability initiatives, publishers
have been falling behind, mainly due to lack of opportunities and
economic pressures. Sharethrough hopes the Net Zero Publisher
Program will allow publishers to better grasp their carbon
footprint which will in turn help advertisers achieve their
sustainability goals.
"Sharethrough's Net Zero Publisher Program aligns perfectly with
our goals of building a cleaner, more sustainable advertising
ecosystem," said Ben Skinazi, Chief
Marketing Officer at Sharethrough. "The program creates a turnkey
way for publishers to set and achieve net-zero carbon emissions,
without initial measurement costs, which will have a lasting impact
on the larger industry as well as our bottom line."
"Our data shows that six out of ten U.S. internet users are more
inclined to visit websites that are certified sustainable," said JF
Cote, CEO of Sharethrough. "The Net Zero Publisher Program allows
publishers the opportunity to achieve that certification in a
cost-effective, third-party validated way. The Net Zero Publisher
Program is another strategic addition to our offerings, and
represents our commitment to taking tangible actions to help
publishers and the overall advertising industry understand and
mitigate the impact digital ad campaigns have on the
environment."
"Hearst Newspapers is fully committed to sustainable practices
and is proud to partner with Sharethrough to further our shared
dedication to a greener future. Our dedication to a more
sustainable ecosystem aligns with our strategic pillars, as
responsible environmental stewardship is an integral part of our
business," said Michael Irenski, VP, Programmatic Revenue, Hearst
Newspapers.
For more information about Sharethrough's Net Zero Publisher
Program,
visit https://www.sharethrough.com/publishers/sustainability.
About Sharethrough
Sharethrough has been awarded
Best Sustainable Ad Tech Platform by Digiday Technology Awards and
Best Sustainable Initiative by Performance Marketing World Awards
for its Green Media Products. Sharethrough is one of the top global
independent omnichannel ad exchanges, which maximizes user
attention and advertiser performance through research-backed ad
enhancements for video, CTV, display and native ads while curating
ad inventory for optimized directness, sustainability and
quality.
About IPG Mediabrands
IPG Mediabrands is the media and
marketing solutions division of Interpublic Group (NYSE: IPG). IPG
Mediabrands manages over $47 billion
in marketing investment globally on behalf of its clients across
its full-service agency networks UM, Initiative and Mediahub and
through its award-winning specialized business units Healix,
KINESSO, MAGNA, Mediabrands Content Studio, Orion Holdings,
Rapport, and the IPG Media Lab. IPG Mediabrands clients include
many of the world's most recognizable and iconic brands from a
broad portfolio of industry sectors including automotive, personal
finance, consumer product goods (CPG), pharma, health and wellness,
entertainment, financial services, energy, toys and gaming, direct
to consumer and e-commerce, retail, hospitality, food and beverage,
fashion and beauty. The company employs more than 18,000 diverse
marketing communication professionals in more than 130 countries.
Learn more at www.ipgmediabrands.com.
About 51toCarbonZero
51-0 (51tocarbonzero.com) is a European based Climate success
platform designed to help Global Companies measure, analyze &
report at a corporate level their total carbon footprint, and
create accountable transition plans to accelerate their journey to
achieve net zero.
CONTACT: Sharethrough@5wpr.com
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SOURCE Sharethrough