Digital ad platform Ozone has announced an expansion of its sustainability programme, ECOzone, in alignment with the Suitability Framework from the Global Alliance for Responsible Media (GARM).
ECOzone for Publishers will provide publishers with a “holistic” view of carbon generated through Ozone’s platform, including carbon generated by ad partners and a revenue:carbon efficiency metric.
The tool is free to use and built on carbon data generated from Ozone’s cloud processing and has already been made available to 19 publishing groups as part of Ozone’s suite of publisher tools.
Ozone claims one publisher has used the tool to reduce the carbon generated per ad request by 10%, as the insights allowed it to focus on reducing the size of its bid requests.
“We’re delighted to get ECOzone for Publishers into the hands of our community to provide more controls and levers for them to manage their success in today’s ever-changing ad landscape,” said Danny Spears, Ozone’s chief operating officer. “Openly reporting the data points that allow publishers or brands to make their own informed decisions reinforces the principle of transparency that has always been central to the Ozone proposition.
“Through this openness, we can help create a more sustainable future, be it for journalism, the digital ecosystem or, as in this case, the environment — something we believe should be an ever-present hygiene factor for our industry’s growth.”
Other online advertising companies similarly aligned with GARM have sought to release more tools to publishers and advertisers to improve transparency of carbon consumption in the digital supply chain. In June, Good-Loop released a similar update to its carbon-measurement product to freely allow publishers to better understand their own carbon footprint.
Ozone has its own plan for carbon net zero campaign delivery by 2030, of which ECOzone is a core factor. ECOzone for Brands was rolled out in August 2023 and has since been made available in nearly 700 post-campaign reports.
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