There’s an easy way to cut carbon emissions from digital advertising. Stop buying “crap” ads that “no human sees”, ditch “gamed” viewability metrics and instead buy on attention, never buy another outstream video ad, and cull the bloated programmatic supply chain, per Brian O’Kelley. The CEO of Scope 3, a global emissions measurement firm focusing on decarbonising digital media and advertising, knows how much waste lurks within that supply chain – the sprawling Lumascape – because he was in deep and early, founding AppNexus, which ultimately sold to ATT&T for $1.7bn. Even “turning off five to seven per cent of inventory gets you a 29 or 30 per cent reduction in carbon,” says O’Kelley. Publishers feeling the heat to decarbonise – GroupM and Mediabrands are talking about money moving next year – needn’t fear. He reckons they will see more cents in the ad dollar as the bad actors get punted. Marketers will also stop wasting billions of ad dollars while saving millions of tonnes of carbon. But marketers have to lead, because everyone else will follow the money. Suncorp CMO Mim Haysom, NAB Head of Marketing Planning & Performance, Tom Dobson, and Australian Marketing Institute CEO, Bronwyn Powell join Mi3 on the mics to ask the pointy questions on where next – and how fast.   

There’s an easy way to cut carbon emissions from digital advertising. Stop buying “crap” ads that “no human sees”, ditch “gamed” viewability metrics and instead buy on attention, never buy another outstream video ad, and cull the bloated programmatic supply chain, per Brian O’Kelley. The CEO of Scope 3, a global emissions measurement firm focusing on decarbonising digital media and advertising, knows how much waste lurks within that supply chain – the sprawling Lumascape – because he was in deep and early, founding AppNexus, which ultimately sold to ATT&amp;T for $1.7bn. Even “turning off five to seven per cent of inventory gets you a 29 or 30 per cent reduction in carbon,” says O’Kelley. Publishers feeling the heat to decarbonise – GroupM and Mediabrands are talking about money moving next year – needn’t fear. He reckons they will see more cents in the ad dollar as the bad actors get punted. Marketers will also stop wasting billions of ad dollars while saving millions of tonnes of carbon. But marketers have to lead, because everyone else will follow the money. Suncorp CMO Mim Haysom, NAB Head of Marketing Planning &amp; Performance, Tom Dobson, and Australian Marketing Institute CEO, Bronwyn Powell join Mi3 on the mics to ask the pointy questions on where next – and how fast.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Halve digital ad emissions in 12 months by culling adtech, binning outstream ads, swapping viewability for attention metrics and flicking junk ad inventory, says Scope 3’s Brian O’Kelley: Suncorp, NAB and AMI ask the curly questions

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