Daniel Bueckman, Senior Director for Paid Media at Intuit Mailchimp, explains why, for him, optimising digital is such an important part of the sustainable picture for marketers.
Sustainability in digital advertising refers to the practice of creating and promoting content in a way that won't negatively impact the environment or society. It involves using technology, strategies, and practices that reduce carbon footprint, promote responsibility towards resources and minimise waste.
The practice and promotion of sustainable advertising has gathered significant momentum, led by the various advertising trade associations. Many of the world’s largest advertisers have made pledges to reduce their carbon footprint as well. Intuit goal is to reach net-zero emissions by 2040 and optimising our digital advertising plays a critical role in achieving this goal.
According to Scope3, 1 million video impressions has the same carbon footprint as someone flying from Boston to London, and back! Let that sink in for a second and you’ll realise the extent of the deceptive role digital plays in the industry’s carbon footprint.
Olivia Deveney
With that in mind, here are 5 suggestions for how marketers can reduce their carbon footprint in digital advertising:
1. Strategically Utilize Demand Side Platforms (DSPs) for Programmatic Buying
Clear Purpose and Swim Lanes: When using multiple DSPs, ensure that each platform has a distinct purpose and swim lane. Avoid overlapping bidding on the same inventory across DSPs. Overlapping bids lead to inefficiencies, increased emissions, and wasted resources. By strategically allocating specific tasks to each DSP, you optimize your programmatic buying process.
2. Avoid Made for Advertising (MFA) Websites
Heavy Page Loads and High Ad-to-Content Ratios: MFA websites often prioritize ads over content, resulting in slow page loads and excessive server usage. These inefficiencies contribute to higher emissions. Limiting exposure to MFA sites in your advertising plan not only reduces environmental impact but also improves business outcomes by directing resources toward more effective platforms.
3. Understand Your Supply Paths
Diverse Supply Paths: Programmatic advertising can be purchased through various supply paths. Understanding which paths drive performance is crucial. By reducing unnecessary server calls and streamlining inventory delivery, you minimize energy consumption. Prioritize supply paths that align with your sustainability goals.
4. Optimize Digital Asset Production
Smaller File Sizes and Quick Load Times: Optimizing digital assets—such as images, videos, and interactive elements—reduces their file size. Smaller files load faster, consume less bandwidth, and require less energy to serve. Additionally, consider in-house production resources to minimize unnecessary exchanges and create a more sustainable output.
5. Prioritize Partners with Shared Sustainability Values
Emissions Reduction Targets and Sustainability Strategies: Collaborate with digital advertising partners who share your commitment to sustainability. Look for partners with clear emissions reduction targets and well-defined sustainability strategies. By aligning with like-minded partners, you create a positive feedback loop, exponentially advancing your sustainability goals.
Alfie Turnell
Remember, sustainable practices not only benefit the environment but also enhance business efficiency and reputation. Prioritize conscious choices to create a greener footprint in the digital advertising landscape.