Reducing Carbon Emissions in Digital Campaigns

This case study outlines the collaboration between RelevanC and Microsoft Advertising to reduce carbon emissions in digital advertising campaigns. The objective was to help a consumer packaged goods (CPG) brand client lower its carbon footprint while maintaining ad performance. RelevanC utilized Microsoft Invest DSP, along with partners GreenMetrics and Impact+, to conduct A/B testing on various factors such as connection type, device, and optimized targeting strategies. The testing aimed to measure the carbon emissions of websites and evaluate the overall impact of the campaigns. The results indicated a significant reduction in electricity consumption and greenhouse gas emissions, with improved click-through rates for certain ad formats. The findings emphasize the growing importance of green key performance indicators (KPIs) in the advertising industry, highlighting the need for brands to consider carbon impact alongside traditional media metrics.