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CARBON 101: A QUICK GUIDE TO UNDERSTANDING YOUR CARBON FOOTPRINT

When we think of carbon emissions, we often envision factories huffing clouds of black smoke into the atmosphere or oil companies extracting fossil fuels from pipelines. We tend to overlook GHGs generated in our everyday lives, as most are invisible to the human eye. Of these activities, driving a car or taking a flight may be the first that come to mind. However, it may surprise you to learn that our internet usage emits roughly as much CO2 as the airline industry

Every action that happens online leaves a carbon footprint — whether that be clicking on a promotional ad or scrolling endlessly for hours. These actions can have real environmental consequences which are linked to the physical storage and processing of internet data. It's crucial for brands and businesses to grasp the impact that consumers' online activities have on the environment, and what they can do to curb carbon produced from the media users consume. Understanding your company's emissions, primarily through carbon reporting, is a necessary first step in addressing CO2 and supporting the industry's progress towards achieving net-zero. 

UNDERSTANDING CARBON REPORTING 

Carbon reporting is nuanced and many companies and brands are discovering that, despite some common guidelines, there is no one-size-fits-all approach. Nevertheless, carbon reporting plays a crucial role in helping the digital advertising industry achieve its collective goal of net-zero. 

So, what exactly is carbon reporting? According to IBM, carbon reporting, also known as carbon accounting, involves quantifying the greenhouse gas emissions generated directly or indirectly by a business or organization within a specific boundary. These emissions are classified into scope 1, 2, and 3 categories.

Scope 1 emissions refer to the direct emissions from sources that a company owns or controls.

Scope 2 emissions are the indirect emissions from electricity consumption and the power grid of a company's buildings, facilities, and vehicles.

Scope 3 encompasses all other emissions that are associated with a company's activities.

In digital advertising, carbon reporting involves measuring and reporting Scope 3 emissions. This includes the emissions produced by online activities such as website visits, ad impressions, and data processing, which make up 90% of the industry's overall carbon footprint. Scope 3 emissions in digital advertising are influenced by four primary factors: ad and content production, user impressions, user-end ad delivery and display; and performance reporting. Carbon reporting can help businesses gain a clearer understanding of their Scope 3 emissions in these four key areas, which can significantly reduce the carbon footprint of digital campaigns.

CARBON REPORTING WILL LEAD TO SOLUTIONS 

Carbon reporting is an essential tool that enables businesses to measure, monitor, and analyze their carbon impact. By creating a “greenhouse gas” or “carbon inventory” and identifying the total emissions, companies can reconsider their campaign strategies and find meaningful ways to minimize their carbon emissions. 

As an advertiser, it is crucial to integrate your carbon reporting metrics with actionable approaches to tackle carbon emissions. Collaborating with partners like Klever can assist in enhancing your strategy by helping you create campaigns that align with your brand goals, performance data, and carbon reporting metrics.

While some publishers may not focus on sustainability, there are plenty of others that do. Choosing the right partners can offer easy, customized solutions and convenient ways to connect your ads to “eco-friendly” publishers and boost the impact of your campaign. Companies like Klever can streamline the process, helping you reach your net-zero goal in the digital advertising space. 

FINAL THOUGHT

Though there’s no one-stop shop to instantly reduce your carbon footprint, there are effective methods to ensure that your company remains on track towards achieving net-zero emissions. By regularly utilizing the results of your carbon report, you can continuously optimize your practices over time, minimizing your environmental impact and maximizing the success of your campaigns. It's important to constantly seek ways to improve and generate fresh ideas. And don't forget, sustainability is a marathon, not a sprint. Every action matters as much as every click counts.

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