InMobi Advertising has taken the wrappers off Green Media Segments in an attempt to help decarbonise the advertising supply chain.

The initiative is powered by Scope3, a collaborative sustainability platform for media and advertising. This move allows InMobi Advertising's clients to buy against low carbon emissions and supply path optimisation-compliant media.

Clients can also access carbon emissions measurement data at the placement level and inform their overall media strategy to reduce their emissions in the long term. Data from Scope3 shows that campaigns running on green media-compliant products delivered, on average, a 39% reduction in emissions and a 10% increase in click-through-rate.

InMobi Advertising's green offerings enable all InMobi Exchange media buyers to measure campaign emissions on all green media campaigns at the deal ID level, reduce campaign emissions by focusing on direct, high-quality and low-emissions inventory, and optimise emissions and campaign performance simultaneously.

"This partnership with Scope3 and the launch of InMobi Advertising's green media offering marks a significant milestone in the company's sustainability journey," said Abhay Singhal, CEO at InMobi Advertising.

David Fischer, Global Head of Ad Tech Platforms at Scope3, added, "Inefficiency and waste in digital advertising aren't just bad for marketers-they're bad for the planet, too. The industry must shift to more sustainable media buying, but that change will only happen if marketers see the connection between sustainability and growth."

InMobi Advertising became one of the first Ad Tech companies to commit to set near- and long-term targets in line with science-based net zero with the Science-Based Targets Initiative (SBTi) in 2023. The company will submit these targets with SBTi for validation before 2025. InMobi Advertising is also a member of Ad Net Zero, reinforcing its dedication to reduce emissions and work with advertisers, agencies, ad tech vendors, and publishers to drive positive change along the value chain.

"Consumers are increasingly prioritising sustainability and will look toward brands that do the same," said Martin Bryan, Chief Sustainability Officer at IPG Mediabrands.

InMobi Advertising's ongoing collaboration with Givsly and its status as a founding member of AdTechCares highlight its multifaceted approach to sustainability.