Magnite partners with Scope3 to share carbon emissions data across omnichannel inventory

Magnite announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s extensive omnichannel inventory.

Magnite stated that as a result, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance.

Magnite further stated, As part of the partnership, Magnite will offer Green Media Products (GMPs) powered by Scope3 data. GMPs enable advertisers and media buyers to easily identify supply paths that inherently block climate risk (high carbon) inventory.

Sean Buckley, Chief Revenue Officer, Magnite, said, “Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future. Digital advertising is inherently an energy-intensive business given the high level of data processing required. We recognise and seek to minimise our environmental impact as the largest independent SSP and want to help our clients do the same. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.”

Brenda Tuohig, Chief Commercial Officer, Scope3, said, “The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact. Our partnership represents yet another key building block in our mission to achieve a decarbonised ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.”

Martin Bryan, Global Chief Sustainability Officer, IPG Mediabrands, said, “Sustainability is a priority for IPG Mediabrands, and we strive to ensure our clients are investing their media budgets in the most efficient and green paths to premium supply. We have long worked with Magnite on SPO to reduce unnecessary duplication and waste. We welcome the addition of Scope3 data across Magnite’s inventory as it provides another layer of transparency and accountability.”

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