In a significant move toward sustainable media practices, DoubleVerify (DV) has announced a strategic partnership with Impact Plus, a sustainability tech firm that equips marketers with tools to reduce the environmental impact of digital advertising. The collaboration introduces DV’s Emissions Measurement, enabling brands to quantify and actively reduce their carbon footprint across the digital ad supply chain.
Measuring What Matters: Carbon Accountability in AdTech
“Sustainability is a top priority across the advertising ecosystem,” said Steven Woolway, EVP, Business Development at DV. “Our integration with Impact Plus provides brands with actionable, transparent emissions data—empowering responsible decision-making without compromising performance or reach.”
Capabilities of DV’s Emissions Measurement Powered by Impact Plus:
- Track Emissions Across the Supply Chain: Evaluate GHG output across all stages of digital media delivery.
- Benchmark Campaigns for Efficiency: Compare carbon intensity across placements and formats.
- Plan and Optimize with Carbon in Mind: Embed sustainability data into campaign strategy and media buying.
Future-Facing Optimization with Scibids AI™
DV also announced that its dynamic activation tool, DV Scibids AI™, will soon allow advertisers to optimize not only for cost and outcomes—but also for low-emission ad placements. This real-time decisioning can help shift spend toward more environmentally responsible inventory, marrying performance with sustainability.
Integrating Sustainability and Media Quality
Impact Plus brings automated GHG analytics into DV’s robust measurement ecosystem. According to Vincent Villaret, CEO of Impact Plus:
“Reducing advertising’s environmental impact starts with evaluation. This partnership makes sustainability an integrated part of digital strategy—not an afterthought.”
AdTech’s Green Future Starts with Transparency
This initiative underscores DoubleVerify’s broader commitment to responsible advertising. By offering granular visibility into the environmental impact of ad campaigns, DV and Impact Plus help brands build better campaigns—for the planet and their business.
Want more insights into the future of sustainable advertising? Subscribe to AdTechEdge for the latest trends, strategies, and partnerships shaping a cleaner digital ecosystem.
