TripleLift, an innovative ad tech platform, has teamed up with Horizon Media, the largest U.S. media agency and the largest independent globally, to announce a groundbreaking collaboration aimed at achieving net-zero carbon emissions for all Horizon Media buys through TripleLift's inventory. This partnership integrates Scope3 Green Media Products (GMPs) into Horizon's media purchases, aligning with the agency's commitment to sustainability.

• Sustainable Media Growth:

  • Horizon Media is at the forefront of sustainable media growth in the programmatic space, now offering carbon reduction efforts to its clients through TripleLift's green initiatives. This move marks a significant advancement in aligning industry practices with global sustainability goals.

• Integration of Green Media Products:

  • Through its agreement with Scope3 and partnership with Greenplaces, TripleLift is enhancing its commitment to reducing energy waste and carbon emissions associated with programmatic advertising campaigns. This collaboration allows Horizon to access GMP deals that exclude climate-risk inventory from their media buys.

• Carbon Compensation Initiatives:

  • TripleLift and Scope3 are facilitating carbon compensation for Horizon's advertisers by investing in carbon removal projects equal to the carbon released during digital ad generation. This initiative aims to neutralize the carbon footprint associated with media buys, contributing to global sustainability efforts.

Statements from Leadership

• Jean Marc, Senior Vice President, Media Technologies and Sustainability at Horizon Media:

  • "Our collaboration with TripleLift and Scope3 exemplifies Horizon Media's commitment to driving meaningful change within the advertising ecosystem. By integrating green media products into our buys and investing in carbon removal initiatives, we are taking decisive steps to minimize the environmental impact of our clients' campaigns."

• Kate Fiala, Director of Business Development at TripleLift:

  • "The industry has long faced challenges related to efficiency, resulting in unnecessary GHG emissions. We are working tirelessly not only to take responsibility but also to implement new ways to reduce advertising's environmental impact and support sustainable practices."

The Importance of GMP Deals

• Mitigating Emissions Impact:
  • GMP deals help brands reduce the emissions impact of programmatic media by excluding climate-risk inventory and investing in carbon removal projects. This dual approach not only neutralizes a brand's programmatic carbon footprint but also funds essential projects to support global climate goals.

The collaboration between TripleLift and Horizon Media marks a significant step toward integrating sustainability into the advertising ecosystem. By leveraging advancements in programmatic carbon emissions measurement and funding technological innovations, this partnership demonstrates a commitment to making advertising more environmentally friendly and sustainable.