Case Study: GroupM achieves lower emissions and stronger media performance with Adform and Scope3

GroupM cuts 10% of high-emitting domains across 11 markets with Adform

GroupM, a major global media agency, faced the challenge of reducing the carbon footprint of a large-format advertising campaign running across 11 different countries. They needed to achieve this significant emissions reduction without compromising on key performance indicators like viewability and click-through rate. To address this, they partnered with their long-standing vendor, Adform, and utilized its FLOW platform integrated with Scope3 data.

Adform's solution provided granular reporting on carbon emissions and featured a toggle that automatically excluded 10% of the highest-emitting domains from campaign delivery. By leveraging these insights, GroupM was able to make further optimizations, drastically reducing spend on the most polluting inventory. The results included a lower carbon footprint per impression, higher viewability, and an increased CTR. The total emissions saved were equivalent to a flight from Dusseldorf to Boston.

GroupM