This is when an organisation, country or person directly reduces greenhouse gas emissions through efficiencies. For example, when it comes to digital advertising, decreasing the file size of ads or reducing the number of failed bids in the supply chain can reduce emissions.
While carbon neutrality is a positive step, the digital ad industry’s ultimate goal is to achieve net zero, where carbon emissions are reduced to zero [see entry for net zero].
This is when t he amount of CO2 emissions released into the atmosphere is equal to the amount of CO2 emissions removed from the atmosphere, meaning the impact on the environment is neutral.
A carbon disclosure rating is a measure of the environmental sustainability of a company, based on voluntary disclosures by the company itself. The practice is intended to help investors who wish to incorporate environmental, social, and governmental (ESG) factors into their investment decision-making process.
This is when the amount of CO2 emissions removed from the atmosphere is larger than the CO2 emissions released into the atmosphere. Being carbon negative has a positive impact on the environment.
A carbon calculator is a service or tool used for the calculation of greenhouse gas emissions. AdGreen is a carbon calculator supported by Ad Net Zero , which is focused on improving production practices. For media agencies, GroupM has made its carbon calculator open source. When it comes to digital media, it is important that companies are aware of the various factors that should be taken into account when calculating the carbon footprint of their advertising. These include format, screen...
Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency and accountability. ‘ Born Online ’, the IAB’s research into Direct to Consumer brands’, found that being B Corp certified and taking an ethical approach to marketing was a priority among many digital-first brands.
Cross-device tracking refers to technology which enables tracking of users across multiple devices, such as smartphones, tablets, and personal computers. Advertisers use this technology to understand the cumulative effect of their marketing activity across multiple different digital touchpoints.
AI in digital advertising is the use of learning algorithms that adapt user feedback into improving the overall ad experience without the need for further human involvement beyond setting the restrictions of the original algorithm.
The ability to show multiple ads in a single location, varying the treatment displayed on each new page load and/or within a single page load. Ads are generally rotated to either avoid consumer wear-out or as a part of ad optimisation and testing.
The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to track this data.
When a web site owner or publisher displays an advertisement (such as a promotional link) on its site for a brand or merchant and is paid for the performance of the advertisement, this is known as affiliate marketing. Affiliate marketing activity generates large amounts of online sales in the UK and worldwide.
A website or computer application that pulls together information from diverse sources. There are different types of aggregators, in the advertising industry, these notably include content, data, news, social media, and/or video aggregators.