Partnership marks a new advancement in Horizon Media’s sustainable media offerings
NEW YORK, Oct. 29, 2024 /PRNewswire/ — TripleLift, the ad tech platform elevating digital advertising across every screen, and Horizon Media, the largest U.S. media agency and the largest independent globally, have announced a first-ever collaboration to offer net-zero carbon emissions for all Horizon Media buys though TripleLift’s inventory. As part of this agreement, Horizon is integrating Scope3 Green Media Products (GMPs) into its media buys, paired with carbon compensation initiatives.The deal comes at the helm of Horizon’s shift of all of its live deals to this sustainable trajectory.
Horizon Media has taken significant steps toward driving sustainable media growth in the programmatic space. Now, for the first time the media agency is offering carbon reduction efforts to its clients through the facilitation of TripleLift’s green program initiatives. This collaboration marks an important step toward aligning industry practices with global sustainability goals.
Following its agreement with Scope3 and partnership with Greenplaces, TripleLift continues to stay committed to helping brands and agencies reduce energy waste and the associated carbon emissions, particularly those associated with programmatic advertising campaigns. Through the Scope3 partnership, the platform is now able to expand those efforts by offering Horizon access to Green Media Product deals, which exclude any climate risk inventory from their media buys. Going a step further, TripleLift and Scope3 facilitate carbon compensation for Horizon’s advertisers by investing in carbon removal projects equal to the amount of carbon released into the atmosphere in generating digital ads associated with campaigns. These investments aim to neutralize the carbon footprint associated with media buys
“Our collaboration with TripleLift and Scope3 exemplifies Horizon Media’s commitment to driving meaningful change within the advertising ecosystem,” said Jean Marc, Senior Vice President, Media Technologies and Sustainability at Horizon Media. “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. This partnership aligns with our broader mission to pair innovation with sustainability, proving that smart media practices and carbon reduction can go hand in hand. We’re proud to lead by example, building a sustainable future for our industry.”
At a time when companies are committing to aggressive net-zero emissions goals and looking for ways to realistically achieve them, GMP deals help brands mitigate the emissions impact of programmatic media through exclusion of climate-risk inventory and investments in carbon removal projects. While reducing wasted energy is essential (through removing carbon-risk inventory from media buys), carbon compensation provides a dual benefit by neutralizing a brand’s programmatic carbon footprint and funding high-quality carbon removal projects that are necessary to remove enough carbon from the atmosphere and support global climate goals.
“The industry has long faced challenges related to efficiency, resulting in unnecessary GHG emissions. The pressures to combat this have since passed as we’ve entered a critical period to make change,” said Kate Fiala, Director of Business Development at TripleLift. “We are working tirelessly not only to take responsibility, but implement new ways to reduce advertising’s environmental impact and support sustainable practices. We couldn’t be more honored to have Horizon on board as a partner to tackle advertising’s part in improving efficiency and environmentally sustainable practices. They represent what it means to take action and create impactful change in our space.”
Together, Horizon and TripleLift are leveraging advancements in programmatic carbon emissions measurement to keep sustainability at the heart of media buying, and to help fund the technological advancements needed to support the removal of carbon emissions through high-quality projects. This new initiative aligns with Scope3’s efforts to drive measurable emissions reduction across the digital advertising ecosystem. To learn more about this offering please visit the website here.
About TripleLift
We’re TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences across online video, connected television, display, and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC-certified minority-owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.
About Horizon Media
Horizon Media, the largest U.S. media agency and the largest independent globally, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400+ people and has media investments of more than $8.5 billion. Horizon Media’s fundamental belief is that business is personal, which drives its mission to lead with humanity to build trusted relationships and deliver unmatched insights, innovation, and outcomes to its clients, partners, and communities. Awarded as one of the most innovative companies in the industry and with market-leading workplace satisfaction levels, the company is frequently recognized for its client excellence and has earned numerous “Best Workplace” awards reflecting its commitment to the diversity, equity, inclusion, and well-being of everyone in the organization.
About Scope3
Scope3 is on a mission to decarbonize media and advertising. Scope3 makes it easy for everyone in the advertising ecosystem to visualize, measure, and reduce their carbon emissions. This is made possible with Scope3’s first-of-its-kind emissions model developed from open-source methodology to precisely measure the complex and interconnected advertising ecosystem. The model sits at the core of Scope3’s collaborative sustainability platform and every emissions reduction solution offered by the company, including Climate Shield and Green Media Products (GMPs). Most recently, Scope3 has broadened its vision beyond the advertising ecosystem to encompass the AI industry as a whole, aiming to help companies reduce their carbon footprints as AI technology hits an inflection point.
Scope3 is a public benefit corporation with a global team of researchers, technologists, and digital advertising pioneers distributed across North America, Europe, and APAC, tackling the biggest challenge of our generation: the climate crisis.
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SOURCE TRIPLELIFT
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