Yahoo has announced an integration with Scope3 to offer carbon neutral private marketplace (PMP) media in the Yahoo supply-side platform (SSP).
Advertisers buying through Yahoo’s SSP will be able to find and buy carbon neutral Green Media Products, powered by Scope3, which can help organisations meet their sustainability goals.
“It is important that the industry moves and considers sustainability in buying decisions. As the whole industry is on a journey to move to being more sustainable, we are excited to bring access to green media, powered by Scope3’s data, through our Yahoo SSP,” said Elizabeth Herbst-Brady, chief revenue officer at Yahoo.
“This adds another layer of choice and flexibility to our customers. Scope3 provides measurement of each publisher’s carbon emissions within the PMPs we now offer, creating a clear path for advertisers to invest in these ad impressions while also rewarding publishers that are transitioning to greener, lower carbon footprints with greater demand for their supply.”
The new PMP is available globally through any demand-side platform connected to the Yahoo SSP.
“There are few platforms that can provide the global reach and scale of Yahoo. That, combined with Yahoo’s enthusiasm for driving increased adoption of sustainable advertising practices, makes this integration an incredible milestone for changing the industry,” said Brenda Tuohig, head of global and strategic partnerships at Scope3.
“By offering access to Scope3’s Green Media Products directly in platform, Yahoo is giving brands around the world a simple and standardised way to shift their buying behaviour in favour of more sustainable media while helping ensure responsible publishers continue to thrive.”
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