DoubleVerify and Scope3 found that buying higher media quality impressions resulted in decreased carbon emissions of nearly 65 thousand metric tons of CO₂ emissions in 2023 showing the sustainability benefits of smart digital advertising

DoubleVerify (DV), a leading software platform for digital media measurement and analytics, released its Global Insights Report highlighting the relationship between high-quality digital advertising environments and reduced carbon emissions. The report analyzes over one trillion ad impressions globally, emphasizing the environmental advantages of maintaining quality ad inventory.

Key Findings

• DV Authentic Rate: DV measures ad inventory quality using the DV Authentic Rate, which verifies ads as brand-suitable, fraud-free, and geographically correct.
• Carbon Emissions Reduction: Higher DV Authentic Rates correlate significantly with lower carbon emissions, based on Scope3 impact data.
• Environmental Impact: Quality media placements contribute to lower emissions compared to lower-tier ad environments.

Insights from Mark Zagorski, CEO of DoubleVerify

Mark Zagorski underscores the environmental impact of purchasing high-quality digital media, noting that reducing unnecessary energy consumption through precise ad delivery supports sustainability objectives.

Carbon Footprint Comparison

• High-Tier MFA Sites: Sites with high ad density emit 44% more carbon emissions compared to the average DV-measured media.
• DV Authentic Rates: Ads with high DV Authentic Rates demonstrate reduced emissions, highlighting the environmental benefits of quality ad placements.

DV's Approach to Carbon Impact Measurement

• Partnership with Scope3: DV collaborates with Scope3 to measure ad emissions data, empowering advertisers to align marketing strategies with environmental values.
• Emissions Avoidance: In 2023, DV's media quality protections prevented approximately 64.9 thousand metric tons of CO2 emissions, equating to a social cost of carbon savings of $13.2 million.

Methodology and Scope

• Data Analysis: DV analyzes over one trillion impressions globally, covering desktop, mobile web, mobile app, and CTV from January to December 2023.
• Market Analysis: Detailed insights provided for North America, LATAM, EMEA, and APAC markets, assessing both pre and post-bid ad impressions.

DoubleVerify's report emphasizes that investing in high-quality digital advertising not only enhances performance but also contributes positively to sustainability efforts by reducing carbon emissions. Advertisers can leverage these insights to make informed decisions that align with environmental responsibilities.