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Written by Estelle Reale on Digilah (Tech Thought Leadership).

The advertising industry, like others, must respond to the urgency of climate change. It should promote responsible consumption, transparently communicate commitments, and integrate emissions reduction across various media platforms (Digital, TV, Radio, OOH, Print…).

The good news is that sustainability standards

are being implemented.

In October, the Global Alliance for Responsible Media (GARM) and Ad Net Zero established several working groups to create a global framework for media sustainability. The complete set of guidelines is expected to be published at the Cannes Lions Festival.

As France has been at the forefront of this topic, here’s an overview of what has happened over the past year.

Ad Sustainability Frameworks

Last year saw the launch of several cross-industry initiatives, including the implementation of frameworks that provide general guidelines for carbon footprint management.

French trade bodies and associations, such as Bureau de la Radio for Radio & Digital Audio, SNPTV for Linear TV and CTV, Le SRI and Alliance Digitale for Digital, published their framework for carbon evaluation focusing on the campaigns’ delivery.

These standards were then incorporated into the Union des Marques meta-framework (local Federation of Advertisers) published last month under the name “OneFrame.” It is likely that the GARM and the WFA may draw inspiration from this industry initiative.

Methodology Used to Evaluate Carbon Footprint

Each trade body agreed on specific rules and practices to enable carbon footprint analysis. For example, they excluded the production of creative assets from the analysis. They also decided to assess the evaluation based on the delivery of the campaign life-cycle.

The Life Cycle Assessment (LCA) methodology was developed with the assistance of carbon experts and industry professionals from the buy-side and sell-side of the business.

The analysis includes several scopes: the manufacturing and life-cycle of users’ devices, the manufacturing and life-cycle of network components and allocation, and the manufacturing and life-cycle of networks and servers required for delivering the ad.

For CTV, Catch-up TV, or Audio campaigns, the LCA methodology is based on the SRI/Alliance Digitale guideline. The methodology considers the campaign’s booking method (programmatically or IO based) and the number of paths required for delivery in programmatic.

What followed?

In addition to the trade bodies, the industry is becoming increasingly mature in this area, with agencies such as GroupM, Publicis Media, and Dentsu developing their own evaluation tools and providing numerous trainings for their teams to better consider environmental responsibility.

Alliance Digitale also published a guide promoting a list of sustainable practices for programmatic buyers and traders. The guide offers recommendations grouped around several key principles:

- Eliminating wasted ad impressions and unnecessary data

- Activating low-carbon targeting (e.g., Wi-Fi vs 4G for mobile campaigns, contextual vs data…)

- Delivering lighter creatives and formats (by reducing the weight of the creative with relevant tools)

- Measuring and evaluating the carbon footprint of campaigns with appropriate solutions like the one proposed by DK.

A guide including best practices with proven case studies is available. All this shows that sustainable development is no longer an option.

What’s Next?

To manage campaigns with sustainability in mind, the market is discussing a new KPI that can include carbon data. Although nothing has been finalized, many imagine a common cross-media KPI.

Discussions revolve around the carbon weight per euro of media spent and the carbon weight per second. The former encourages optimizing the formats used with a constant marketing budget, while the latter enables comparing the footprint per second of exposure of the ad message.

This KPI can also be easily used alongside classic KPIs such as viewability, view-on-time, CTR, attention, etc. Measurement solutions like DK offer to directly integrate this KPI into clients’ dashboards.

Founded in 2021, DK is a French company that aims to promote the transition of media and advertising towards a more responsible and sustainable world. DK provides three types of solutions based on the client’s level of sustainability maturity:

- Audit & Consulting: Conducting campaign audits on various channels including CTV, Linear TV, Radio, Digital, Audio, Streaming Video, and Display.

- SaaS platform with dashboards for visualizing data.

- Estimation API for directly integrating carbon data into clients’ dashboards.

As the market moves forward, we are seeing the first consolidation of tech and measurement players. For example, DK has recently acquired its main competitor, Bilobay.

Most asked questions

What is meant by carbon footprint?

How does advertising affect climate

Most asked queries

SaaS(Software as a service)

Carbon footprint

API integration

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Written by Raghu Kaimal on Digilah (Tech Thought Leadership).

The History of Digital Platforms and how it evolved to become what we see now:

The concept of digital platforms as we know them today has undergone a significant evolution over the past few decades. In the 1990s, the internet gave birth to basic digital platforms such as email. However, it is limited in scope and functionality.

With the rise of e-commerce, online marketplaces like eBay emerged, allowing individuals to buy and sell goods online. This marked the first step towards connecting buyers and sellers on a digital platform.

Then came the Social Media Boom, early 2000s witnessed the rise of social media platforms, with MySpace started in 2003. Later, Facebook started in 2004 becoming pioneers in this space. Social media platforms fundamentally changed the way people interacted and shared information online.

The early platforms were focusing on the B2C customers but later we saw many B2B platform flourishing like AWS, Microsoft and so on later part of 2010.

The introduction of mobile app stores, such as Apple’s App Store and Google Play in 2008, transformed how software was distributed and consumed. App stores enabled the creation of a vast ecosystem of mobile applications, further expanding the digital platform landscape.

Companies like Airbnb and Uber disrupted traditional industries by creating digital platforms that allowed individuals to share resources like accommodations and rides in new ways.

The Cloud and SaaS Platforms: Cloud computing platforms, like Amazon Web Services (AWS) and Microsoft Azure, revolutionized the way businesses access and use computing resources. Software as a Service (SaaS) platforms, such as Salesforce and Google Workspace, provided cloud-based software solutions, changing the software delivery model.

How Digital Platforms transformed various Industries:

Digital platforms have had a profound impact on a wide range of industries.

Retail and E-Commerce: Amazon is a prime example of how digital platforms have revolutionized online shopping. It created a vast online marketplace, streamlined supply chains, and personalized the shopping experience.

Social Networking and Communication: Facebook and Instagram have reshaped how people connect, communicate, and share information globally. They’ve also become advertising platforms, transforming the marketing industry.

Hospitality and Travel: Airbnb disrupted the traditional hotel industry by enabling individuals to rent their homes to travelers. This innovative platform changed the way people find accommodations when traveling.

Transportation: Uber and Lyft transformed the transportation industry by providing on-demand ridesharing services. These platforms offered convenience and cost-effectiveness, challenging traditional taxi services.

Entertainment and Media: Netflix is an example of a digital platform that reshaped the entertainment industry. It introduced streaming services, changing how people consume content and impacting traditional cable and broadcast TV.

Finance and Fintech: Digital platforms like PayPal and Square have made online payments and financial transactions easier. Additionally, fintech platforms like Robinhood and Coinbase have democratized investing in stocks and cryptocurrencies.

How Ecosystems Drive Platform Growth and Innovation:

Platform ecosystems are intricate networks of interconnected products, services, and technologies built around a central platform. These ecosystems thrive on collaboration, with various players – individuals, businesses, and developers – creating value for one another and, in turn, for the platform itself.

The significance of platform ecosystems lies in their ability to foster growth, innovation, and sustainability in the digital age.

Network Effects: Ecosystems capitalize on network effects, where the value of the platform increases as more users, developers, and complementary services join.

For example, a larger user base on a social media platform like Facebook attracts more content creators and advertisers, creating a self-reinforcing cycle of growth.

Diverse Services: Ecosystems allow a diverse range of third-party services and apps to integrate with the platform. This diversity expands the platform’s utility and attracts a wider user base.

Consider the Apple App Store, where developers create apps that enhance the functionality of Apple devices, leading to the platform’s growth.

Innovation: Ecosystems foster innovation as third-party developers create new features and functionalities for the platform. These innovations can address user needs that the platform’s parent company may not have anticipated.

For instance, the Android ecosystem benefits from the innovations of app developers who continually expand the capabilities of Android devices.

Monetization: Ecosystems provide revenue opportunities for platform owners and third-party developers. Companies can charge for platform access, take a share of transactions, or offer in-app purchases.

This monetization encourages more stakeholders to participate, further driving growth.

Data Synergy: Ecosystems leverage data synergy, with various components of the ecosystem contributing to data collection and analysis.

This data sharing and utilization enables more precise targeting, personalization, and insights, improving the overall user experience.

Data Utilization on Digital Platforms and its concerns

Data is at the heart of platform revelation. Digital platforms, in their various forms, rely on vast amounts of data to function efficiently, provide personalized experiences, and create value.

The collection, utilization, and analysis of data have become integral to the success of these platforms, shaping their operations, and influencing decisions.

Here’s an exploration of the role of data in platform revelation:

Personalization: User data allows platforms to offer personalized content, recommendations, and advertisements, enhancing user experiences.

Analytics: Data analytics provide insights into user behavior, trends, and performance metrics, helping platforms optimize their services.

Monetization: Platforms often monetize user data by selling it to advertisers or using it for targeted advertising.

Privacy Concerns: Collecting and utilizing user data raises privacy issues. Users may be unaware of the extent of data collection or how their data is used.

Data Security: Data breaches and cyberattacks can expose sensitive user information, leading to security and identity theft risks.

Data Ownership: Determining who owns user data and how it can be used is a contentious issue. Users, platforms, and third parties may have different interests.

Algorithmic Bias: Data-driven platforms can inadvertently perpetuate bias if algorithms are trained on biased data, resulting in unfair outcomes.

Regulatory Compliance: Data usage is subject to evolving laws and regulations, such as GDPR in Europe and CCPA in California. Platforms must comply with these rules.

Future Trends and Developments in Digital Platforms

The digital platform landscape is poised for significant evolution in the coming decade. Several key trends and emerging technologies will shape the future of these platforms and how they influence various industries and aspects of our lives.

GenAI Supporting the Sales and Marketing function: GenAI helps create content in text, audio, video formats, Customer service automation, Sales enhancement though co-pilot which will help buys with rich content and sales support.

AI-Driven Recommendations: Artificial intelligence and machine learning will continue to power highly personalized content, product recommendations, and user experiences.

Context-Aware Platforms: Platforms will increasingly consider the user’s context, location, and preferences to deliver contextually relevant content and services.

AR and VR Integration: Digital platforms will integrate augmented and virtual reality technologies to offer immersive experiences for gaming, shopping, education, and more.

Social VR: Social media platforms may expand into the metaverse, enabling users to interact in virtual spaces.

Edge Computing: Edge computing will enhance platform responsiveness and support real-time processing for applications like autonomous vehicles and IoT.

Green Computing: Platforms will emphasize eco-friendly practices and data center sustainability to reduce their carbon footprint.

Sustainability Reporting: Users will demand greater transparency regarding a platform’s environmental impact.

The Importance of Platform Revelation in the Digital Era

In the digital age, understanding and appreciating the concept of platform revelation is more crucial than ever. It is the key to unlocking the profound impact that digital platforms have on our lives, economies, and societies. Recognizing the significance of platform revelation is not just a matter of staying informed; it’s a means to actively engage with the rapidly evolving landscape of digital platforms.

Here’s why it matters:

Empowerment Through Knowledge: Understanding how digital platforms work empowers individuals to make informed choices.

It allows users to protect their data privacy, control their online presence, and maximize the benefits these platforms offer.

Economic Transformation: Digital platforms are reshaping industries, creating new economic opportunities, and altering the nature of work.

For entrepreneurs and businesses, platform revelation is essential for staying competitive and adapting to changing market dynamics.

Societal Impact: Social media platforms influence public discourse, while e-commerce and service platforms impact how we consume and interact.

Recognizing the power of platforms enables citizens to engage thoughtfully in societal discussions and debates.

Ethical Considerations: As digital platforms collect data, influence opinions, and shape our online experiences, understanding their ethical implications is paramount.

It enables us to advocate for responsible platform practices and hold companies accountable.

Future Readiness: The digital platform landscape is dynamic and continually evolving.

Staying informed about trends, innovations, and challenges prepares individuals and organizations for what lies ahead.

Most searched questions

What is impact of digitalization on businesses?

What is green computing?

Most searched queries

SaaS(Software as a Service)

Augmented reality

Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

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