Vox Media has unveiled the Concert Green Marketplace, a first-of-its-kind advertising solution that will give brands the opportunity to leverage a carbon-neutral ad product across the dozens of premium publishers that make up the Concert marketplace. The green media product (GMP) is the first of a suite of solutions Vox Media is announcing, as part of an effort to reduce carbon emissions and deliver more sustainable solutions to advertisers.
The carbon-neutral offering is powered by Scope3, a company founded by former AppNexus Co-Founder and CEO, Brian O’Kelley, whose mission is to decarbonize media and advertising.
Scope3 measures the direct and indirect emissions associated with an advertising campaign per Greenhouse Gas Protocol definitions, giving a complete view into the supply path of an ad. Using Scope3’s data and technology, the emissions associated with Concert Green Media Products will be accurately measured and compensated for, making the entirety of the campaign carbon-neutral. Scope3 will facilitate this compensation to a portfolio of high quality carbon removal projects managed by the experts at Carbon Direct.
“The advertising industry is awakening to the need to take action in response to the climate crisis,” said AJ Frucci, SVP of Media Revenue at Vox Media. “Until now, brands have faced a shortage of scalable and effective solutions. Our goal is to offer more sustainable choices without forcing our partners to sacrifice reach, relevance, or performance.”
“The easier it is for brands to factor carbon emissions into their campaign decisions and shift spend to more carbon-efficient supply paths, the faster digital advertising as a whole can make progress on its climate goals. Vox Media is delivering on this and more,” said Harvin Gupta, head of commercial partnerships at Scope3. “Offering Green Media Products through a premium marketplace like Concert makes the sustainable choice easy and scalable for brands. By leaning into this movement, Vox is setting a prime example for how publishers can be a catalyst for meaningful change in our industry.”
Brands leveraging the easy-to-use Vox Media’s GMPs will have access to regular reports on the carbon removal contributions of the products, making it clear and easy to measure and understand the monthly impact of their investment in carbon neutral products.
This is one of a number of initiatives that Vox Media will be making in 2023 in order to take on the climate crisis.