John Osborn’s Post

This morning Hannah Mirza, Victoria Brooks, Liam Brennan, and Aina Fuller took to London for IAB Europe's #DigitalAdvertising Sustainability Summit hosted by Meta and Ad Net Zero. After absorbing insights from key change-makers, driving the push towards a more sustainable future for digital advertising, here are some of her key takeaways from the event: 🌱 Our industry must step up its efforts and accelerate the pace of change. Whether it's harnessing creative approaches to instigate behavioural shifts, fostering commitment and industry action through impactful campaigns, or seeking knowledge through resources like the Ad Net Zero Essentials training, we must do more and do it faster. 🌱 While GARM are advancing on industry measurement standards, we can't wait as measurement is a signal, not a genuine action for reduction. Embrace the importance of continuous learning and don't hesitate to question agencies and industry authorities in instances where you feel more can be done, especially for reduction solutions. 🌱 Avoid the trap of greenwashing, but also, don't shy away from discussing environmental issues. Embrace the value of learning from failures, it will ultimately drive progress in our sustainability efforts. It's fantastic to witness events like this uniting industry leaders with a genuine desire for change. A big thank you to all those who shared their knowledge on stage today. We're already eagerly anticipating the next one. #sustainablemarketing #sustainability #responsiblemarketing #adnestzero #carbonemissions #RMA #sustainabilitysummit #events2023 #events23 #greenmarketing #campaigns #brands #marketing #decarbonisation

Does the ad industry take sustainability seriously? This ExchangeWire overview gathers global industry opinion on this crucial topic. Onetag COO, Filippo Gramigna, highlights how AI-driven programmatic advertising technology drives sustainability, by reducing wastage and then optimising better outcomes for the buy-side. This new efficiency reduces QPS for DSPs that no longer need to work so hard to find the impressions that matter. #sustainability #Onetag #reducewastage #DSP #impressions #AI #programmatic

Excited to see the launch of the Global Media Sustainability Framework by GARM & Ad Net Zero at Cannes Lions International Festival of Creativity 2024. This groundbreaking initiative sets voluntary industry standards for measuring and reducing carbon emissions across digital, TV, and OOH channels, with plans to include audio, print, and cinema. A pivotal step towards a sustainable future, this framework will help advertisers and partners track their carbon footprint and make impactful changes. Proud to see industry leaders like IAB Europe, Google, News UK, and Mail Metro Media contributing to this effort. Traditional programmatic technology and digital advertising ecosystems use a significant amount of processing power, which in turn contributes to a greater carbon footprint. So advertisers need to look for more planet-friendly alternatives, such as on-device technology like Covatic, where data is processed locally rather than in the cloud. At Covatic, we're all about reducing our environmental impact through sustainable practices. We're focused on cutting our carbon footprint with energy-efficient methods, improving waste management, and choosing eco-friendly suppliers. Sure, we're a smaller player compared to the big names on stage at Cannes, but every little bit helps. For example, by taking the train instead of driving, each of us saved about a tonne of carbon a year. To put that in perspective, it's like not using a washing machine for 7 years! We know we have a responsibility to the environment that goes beyond just following the rules. We update our environmental policy at least once a year in consultation with staff and other stakeholders. We're dedicated to cutting down our environmental impact and continuously improving our performance, making it a key part of how we do business. Let's seize this business opportunity to drive meaningful progress. 🌍📊 Find out more about the announcement ▶ https://lnkd.in/epGaJCpk #Sustainability #AdNetZero #GARM #CannesLions2024

Today, on #EarthDay, brands will take to social to tout their sustainability efforts. But, is the ad industry really doing enough to address its impact on the planet?   The answer is complex, as we explore today with the launch of ADWEEK's digital 2024 Sustainability Issue which highlights how brands, agencies and tech players are navigating the changes that the climate crisis demands. 🌿🌎♻️🌳 You can read the full issue here: https://adweek.it/49Sbf4u

Let's meet in Cannes! Duration Media is sponsoring the LUMA Blanc party on Monday night and two roundtables, on Tuesday, and Wednesday. Tuesday's session is The Cannes Sustainability Roundtable with Duration Media ... A year has passed since we co-hosted the Sustainable Media Roundtable Luncheon at Cannes and we're doing it again at Cannes on Tuesday June 18. Join Duration Media and Ad Net Zero to discuss the current state of sustainability in advertising. How are brands incorporating sustainability into their marketing strategies? What impact will an industry-wide standards have? What are the most innovative "green media" solutions on the market today? As a group of the leaders in sustainability, we will cover all of these topics and more. RSVP at [email protected]. Wednesday's session will be for Publishers ONLY. The leadership at Ad Net Zero invites you to an exclusive event: How Publishers Can Win in the Green Media Economy  Learn about the benefits of joining Ad Net Zero, an organization comprised of over 200 companies including brands, agencies, ad tech platforms and media companies.  Hear from companies providing solutions to publishers that empower them to grow revenue while bringing more efficient and environmentally sustainable ad products to their buyers Get an inside track on the Ad Climate Action Program, the new NGO with support from agency holding companies.  If you’re a publisher looking to grow your business while making the world a better place, join us for this special event. RSVP at [email protected]

Dhruv Menon wrote a detailed and concise article on media sustainability in Asia; Nexd is mentioned in one of the paragraphs as a creative optimisation solution that helps save on CO2 for your campaigns. Give it a read! 🙌 https://lnkd.in/dQCYj2kc #sustainability #mediabuying #mediaplanning #emissions #apac #creatives #advertising

📺 🌿 A Path Towards Sustainable Media: New guidelines are aiming to turn “sustainability” from a buzzword into an action item for the advertising industry. The Global Alliance for Responsible Media (GARM) and Ad Net Zero released The Global Media Sustainability Framework on Monday during the Cannes Lions International Festival of Creativity, the ad and marketing community’s biggest week of the year. The framework is intended to help the industry cut down on carbon emissions by, in part, recommending industry standards to address challenges with measurement and data collection. These recommendations could help the industry move closer to sustainability goals with clearer definitions and guidance. While the sustainability framework suggests best practices and recommends tools for those in digital media to achieve their green goals, it’s up to third parties to help turn those recommendations into reality. This week, for instance, Good-Loop announced that its carbon measurement tool, Good Measures, will now be free for publishers and that its methodology has been overhauled to align with the new GARM guidance. “We’ve built tech that can bring the GARM framework to life, but there’s still a lot of work to do,” Luttrell tells The Current. Luttrell says that the framework could help sustainability really take off in the ad industry, but the important next step after that is accreditation — the “GARM seal of approval,” in other words, for those aligning with the framework. “I think that’s when it will really have teeth,” he says. “That’s probably a little ways away, but that’s going to be the next major shoe to drop in my opinion.” Read more here: https://t.ly/p890T

In digital advertising’s evolving landscape, sustainability is seen as a necessary yet challenging goal. Following the Green Media Summit, AdMonsters’ Lynne d Johnson talks with Emry Downinghall, SVP of Programmatic Revenue & Strategy at Unwind Media about the company’s sustainability journey, how publishers can have a lesser environmental impact, and the importance of cross-industry education. 👉 Check out the full article: https://lnkd.in/dvT_KKnG #GMS2024 #GreenMediaSummit

Incredibly fascinating insights here from Ad Age on the power of decarbonization targets within the advertising industry (particularly in terms of ad buying and spending). As consumer behavior shifts around this topic, it could be a beneficial thing for more brands to lean into. At NOVUS, our Sustainability Committee's charter is focused around three key areas - People, Planet, and Programs. Each of these workstreams help us become a more sustainable company not just to check a box but because it is the right thing to do. #Advertising #AdSpending #Environment

Sustainability - At What Cost? If you'll be attending Cannes Lions next week, mark Tues 18th June (2-2:45pm CET) in your calendar to tune in and find out! Cath Cimei (MurphyCobb) will be joined by CAN co-founder Jake Dubbins, Mindy Barry (Mars), John Osborn (Ad Net Zero), and Anastasia Leng (CreativeX) at LBBonline - Little Black Book Beach to discuss what brands, agencies and partners can do to drive consumer engagement by aligning to societal values whilst driving their own sustainability policies. With the realisation that brands need to drive more content to secure loyalty, how can brands use AI to align with behaviour in an era of conscious consumers. How are brands employing strategies that will resonate with environmentally conscious consumers? Brands have scaled back their focus on sustainability due to factors such as green-washing. How do we reverse this downward trend? AI and Media – insights on environmental impact of marketing campaigns What platforms are being used by brands to drive education, advocacy and empowerment? Supporting Sustainability agendas can be costly - what can brands do to balance this cost with their partners? Are you a #brand interested in sustainable advertising? Contact [email protected] or DM ✨Nafissa Norris (née Jeetoo) to arrange a meeting at Cannes and find out more about our free membership. Need to fill your Cannes schedule? Check out the LBB & Friends Beach Cannes programme: https://lnkd.in/gvA_TB_s #CANatCannes #ConsciousAdvertising #TogetherWeCan #Sustainability #CannesLions2024