New Green Media Segments from InMobi Aim to Cut Ad Supply Chain Emissions, Backed by Scope3

On October 15, 2024, InMobi Advertising, a leading provider of monetization and marketing technologies, strengthened its commitment to sustainability by partnering with Scope3, a platform focused on decarbonizing media and advertising. Together, they are launching the world’s largest green media offering, designed specifically for mobile and in-app environments.

This new Scope3-powered solution enables InMobi Advertising’s clients to purchase media with low carbon emissions, optimize supply paths, and access carbon emission data at the placement level. Campaigns using green media-compliant products have shown an average 39% reduction in emissions and a 10% boost in click-through rates. InMobi’s green offerings allow media buyers on its exchange to:

• Measure emissions at the deal ID level on all green media campaigns
• Reduce emissions by focusing on high-quality, low-emission inventory
• Optimize both emissions and performance in tandem

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Abhay Singhal, CEO of InMobi Advertising, remarked, “This partnership with Scope3 and the introduction of our green media offering marks a major step in our sustainability journey. InMobi Advertising is translating our commitments into real actions that will benefit the environment and the ad industry, moving towards a unified sustainability standard in ad tech.”

David Fischer, Global Head of Ad Tech Platforms at Scope3, emphasized the connection between sustainable media buying and growth, noting, “Inefficiency in digital advertising harms both marketers and the planet. InMobi’s new green media segments help buyers achieve their goals while cutting emissions, pushing the industry toward a more sustainable future.”

Martin Bryan, Chief Sustainability Officer at IPG Mediabrands, added, “Consumers are increasingly demanding sustainability from brands, with 77% of people expecting companies to take action on climate issues. InMobi’s green media segments allow brands to make meaningful, carbon-conscious decisions while achieving their environmental goals.”

InMobi Advertising’s partnership with Scope3 reinforces its focus on high-quality, direct in-app traffic and complements its recent launch of attention measurement in late 2023, which has already helped reduce carbon emissions. In 2023, InMobi Advertising became one of the first ad tech companies to commit to net-zero targets through the Science-Based Targets Initiative (SBTi) and will submit those targets for validation before 2025.

As a member of Ad Net Zero, InMobi Advertising continues to work with advertisers, agencies, vendors, and publishers to drive sustainability across the industry. Additionally, its collaborations with Givsly and its role as a founding member of AdTechCares further highlight InMobi’s multifaceted approach to reducing emissions.