As cookies are phased out and new measurement techniques come to the fore, 2024 will be a year defined by disruption, uncertainty and experimentation. According to WARC data, only a small fraction of marketers (2 per cent) are using the following measurement techniques in combination – marketing mix modelling (MMM), experiments, attribution – to assess […]

ITV has published its Social Purpose Impact Report for 2023 outlining progress in its mission to shape culture for good across four focus areas: Mental Wellbeing, Climate Action, Diversity and Inclusion and Better Futures. ITV says that 2023 marked a major milestone for the broadcaster, as its five-year strategy for Better Health concludes with a […]

Just 8 per cent of British TV adverts over the last three years have included an environmental message, despite increasing public demand for climate action and advertising being an effective medium through which to drive awareness of environmental issues, according to research by ITV and System1 has revealed. The findings are revealed in The Greenprint, […]

Magnite, the independent omnichannel sell-side advertising company, and Greenbids, a specialist in sustainable advertising AI optimisation solutions, has announced a partnership to help reduce carbon emissions generated by digital advertising ad calls while preserving campaign performance. Magnite is the first SSP to share traffic shaping data with Greenbids to help inform efficient ad selection. The […]

With the growing impact of climate change worldwide and a collective commitment to achieving Net Zero by 2050, the Digital Connectivity Forum (DCF) has published new guidelines for the telecoms sector to reach net zero targets: the Telco SME Net Zero Guidance. Telecommunications in the UK currently connect 97 per cent of homes and serve […]

Parallel Wireless, the US-based Open RAN leader delivering All G, cloud Open RAN solution, has been announced as a winner of the UK’s Department for Science, Innovation and Technology (DSIT)’s Open Network Competition (ONE) with its project AURA (Agile Universal Radio Architecture). This will allow the company to expand its UK-based team and develop new […]

Magnite, the independent sell-side advertising company, has announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s omnichannel inventory. As a result, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance. “Our partnership with Scope3 is one of the many ways Magnite […]

Adlook, an advertising technology company that drives sustainable brand growth, has announced it is extending its sustainability-focused GreenPath solution to digital video inventory (desktop, mobile and CTV). This expansion will allow advertisers to leverage the sustainability and performance benefits of GreenPath for the entirety of their campaigns, including video. GreenPath revolutionises adtech by providing advertisers […]

BT has announced new digital tools to help multinational customers measure and optimise the carbon impact of running applications and cloud workloads across their network. While the Carbon Network Dashboard gives a real-time view of power consumption, the Digital Carbon Calculator helps customers estimate their network’s carbon footprint. The Dashboard uses machine learning to detect […]