Latest news with #AdNetZeroGlobalMediaSustainabilityFramework
Campaign ME
29-07-2025
- Business
- Campaign ME
Do-good marketing: From aspiration to action in sustainable advertising
As global frameworks push for greater accountability in digital emissions, the Middle East and North Africa (MENA) region is witnessing a sharp rise in sustainable media practices, driven by innovation, demand for better quality, government mandates, and a growing awareness among brands of their carbon footprint. This momentum follows the release of the updated Ad Net Zero Global Media Sustainability Framework at Cannes Lions in June, which provides a clear global roadmap for measuring, managing, and reducing carbon emissions from media campaigns. Identifying the sustainable shift The framework comes as regional governments including the UAE and Saudi Arabia accelerate toward ambitious net-zero goals, putting pressure on every sector, including media and advertising, to align with national strategies. Digital media, once considered a low-impact channel, has emerged as a significant contributor to global carbon dioxide emissions (CO²e) , primarily due to energy-intensive programmatic wastage, ad serving, fraud and data heavy creative. In response, advertisers in MENA are now seeking more efficient, responsible ways to reach consumers. Taking sustainable action Regional players have been quick to adopt sustainable media technologies. Media companies now offer brands in the MENA region a combined model of media efficiency and carbon reduction, developing global and regionally curated, low-carbon marketplaces. These curated marketplaces feature high-quality inventory across premium publishers and placements, with the added benefit of using streaming creative instead of traditionally heavy assets. Streaming creative not only offers users a better experience but also uses less data transfer, reducing carbon consumption whilst loading on the first pixel to result in better attention and viewability metrics. Another key enabler of this transition is artificial intelligence (AI), which is transforming how media is bought, delivered, and optimised. Technologies such as those offered by Perion – formerly Greenbids AI – are helping brands reduce the carbon footprint of campaigns on YouTube, Meta, and other platforms, while maintaining or even improving campaign performance. As more brands begin tracking CO²e alongside traditional KPIs like reach and conversion, sustainability is becoming not just a compliance measure, but a competitive advantage. What we're seeing in MENA is a fundamental shift, one where performance and responsibility are no longer at odds, there's literally no trade off. Teaming together for good Partnerships with like-minded agencies that align with optimising performance while reducing carbon emissions further contribute to clean advertising. Mazen Mroueh, Head of Performance, Product, and Operations at our partner agency Publicis Media MENA, said, 'Partnerships of this nature allow us to empower clients with strategies that simultaneously optimise performance and drastically reduce carbon emissions. This isn't just about efficiency; it's about shaping a sustainable future for our industry and also significantly reduce carbon output, an increasingly critical priority in today's market.' The region's media buyers and chief marketing officers (CMOs) are increasingly embedding sustainability into campaign briefs, demanding carbon transparency from partners, and setting internal emissions-reduction targets. Industry analysts note that categories like automotive, travel, consumer packaged goods (CPG) and retail are among the early movers. The rapid adoption of AI-driven solutions, government policy shifts, and global pressure from investors and consumers are creating a tipping point. What was once seen as a future-facing aspiration is now a boardroom priority. With entities such as Ad Net Zero providing guidance and companies across MENA actively rolling out carbon conscious strategies, the region is positioning itself not just as a participant but as a leader in the future of sustainable media. By Andy Powell, Co-Founder and CEO, Conscious Media
Yahoo
11-06-2025
- Business
- Yahoo
TikTok Will Now Enable Advertisers to Measure the Carbon Emissions of Their Campaigns
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. This is something TikTok is partnering with environmental impact monitoring company Scope3 to provide TikTok advertisers with a new way to measure the carbon emissions associated with their ad campaigns. As you can see in this overview, with this new process, TikTok will be able to provide ad partners with relative emissions data per campaign, based on ad reach and targeting parameters. As explained by TikTok: 'This collaboration will allow clients to better understand their advertising footprint, optimize campaigns for lower impact, and make informed decisions to support their sustainability goals. At the core is Scope3's first-of-its-kind, open-source emissions model, built to accurately measure emissions across ad selection, media distribution and creative delivery. Aligned with the Ad Net Zero Global Media Sustainability Framework (GMSF), Scope3's methodology enables agencies, advertisers and platforms to explore and act on emissions data with confidence.' So now you can maintain expanded awareness of the impact of your work, which will enable advertisers to make more informed choices, and ensure that environmental impacts remain front of mind. The initiative is part of TikTok's broader effort to move towards carbon neutrality, with a 2030 target to reach this goal. TikTok says that it's already reduced its operational emissions, while it's also working with Climeworks, to remove 5,100 tons of CO₂ from the air by 2030, 'through a portfolio of Direct Air Capture technology, Biochar, and Reforestation.' It's also continually promoting environmental campaigners in the app, in order to highlight concerns to its users. Enabling ad partners to also contribute to these goals is another step in TikTok's broader push, which could help to raise awareness of the broader impacts of digital connectivity, which is a lesser consideration for many when assessing environmental impacts. As such, just having this as a note is a potentially valuable reminder, making this a good initiative for the app. You can learn more about TikTok's partnership with Scope3 here.
