In a groundbreaking move towards a greener advertising industry, Horizon Media, the largest U.S. media agency and a global leader, has announced a partnership with TripleLift, the ad tech platform known for elevating digital advertising across all screens. This collaboration marks the first-ever agreement to offer net-zero carbon emissions for all Horizon Media buys through TripleLift’s inventory.
Horizon Media is deeply committed to driving sustainable media growth, and this partnership with TripleLift exemplifies this commitment. By integrating Scope3 Green Media Products (GMPs) into its media buys and investing in carbon compensation initiatives, Horizon is taking decisive steps to minimize the environmental impact of its clients’ campaigns.
The partnership with TripleLift is a testament to Horizon’s dedication to sustainable practices. The agency has been actively working towards reducing the carbon footprint of its operations and is now extending these efforts to its clients. The integration of Scope3 GMPs ensures that Horizon’s media buys exclude climate-risk inventory, which contributes significantly to reducing wasted energy and associated carbon emissions.
TripleLift’s partnership with Scope3 plays a crucial role in facilitating this green initiative. Through this collaboration, Horizon gains access to GMP deals, allowing them to exclude climate-risk inventory from their media buys. Going beyond simply excluding harmful inventory, TripleLift and Scope3 facilitate carbon compensation for Horizon’s advertisers by investing in carbon removal projects equivalent to the amount of carbon released during the generation of digital ads associated with campaigns. These investments aim to neutralize the carbon footprint of media buys, contributing to a cleaner and more sustainable future.
“Our collaboration with TripleLift and Scope3 exemplifies Horizon Media’s commitment to driving meaningful change within the advertising ecosystem,” said Jean Marc, Senior Vice President, Media Technologies and Sustainability at Horizon Media. “By integrating green media products into our buys and investing in carbon removal initiatives, we are taking decisive steps to minimize the environmental impact of our clients’ campaigns. This partnership aligns with our broader mission to pair innovation with sustainability, proving that smart media practices and carbon reduction can go hand in hand. We’re proud to lead by example, building a sustainable future for our industry.”
This partnership comes at a critical time when companies are setting ambitious net-zero emissions goals. GMP deals provide a practical solution for brands to mitigate the emissions impact of programmatic media. They achieve this by excluding climate-risk inventory, thereby reducing wasted energy, and by investing in carbon removal projects, effectively neutralizing a brand’s programmatic carbon footprint and supporting global climate goals.
“The industry has long faced challenges related to efficiency, resulting in unnecessary GHG emissions. The pressures to combat this have since passed as we’ve entered a critical period to make change,” said Kate Fiala, Director of Business Development at TripleLift. “We are working tirelessly not only to take responsibility but implement new ways to reduce advertising’s environmental impact and support sustainable practices. We couldn’t be more honored to have Horizon on board as a partner to tackle advertising’s part in improving efficiency and environmentally sustainable practices. They represent what it means to take action and create impactful change in our space.”
This collaboration between Horizon Media and TripleLift exemplifies the industry’s growing commitment to sustainability. By leveraging advancements in programmatic carbon emissions measurement, they are ensuring that sustainability remains at the heart of media buying. This initiative aligns with Scope3’s mission to drive measurable emissions reduction across the digital advertising ecosystem and to support the technological advancements needed to remove carbon emissions from the atmosphere through high-quality projects.
This partnership is a significant step towards building a more sustainable advertising industry, demonstrating that smart media practices and carbon reduction can coexist and drive positive change. It is a testament to Horizon Media’s commitment to sustainability and their commitment to leading by example, paving the way for a greener future for the industry.
