Dai Nippon Printing and OpenX collaborate to support carbon neutrality in corporate digital advertising transactions – IoT NEWS

Dai Nippon Printing Co., Ltd. (hereafter DNP) and OpenX Technologies, Inc. (hereafter OpenX) are collaborating to measure the amount of CO₂ emissions generated in the process of digital ad distribution and In combination with , we will start a service that proposes advertisement design with low environmental impact from June 2023.

In programmatic advertising, advertising transactions are usually automated between a platform (DSP) that manages the advertiser’s needs and a platform (SSP) that manages the publisher’s website and ad space. will be

This time, DNP will cooperate with the “Green Media Product” provided by OpenX, a Net-Zero SSP platform, and measure the amount of CO₂ emissions based on the amount of communication generated there.

Since the amount of SSP communication increases or decreases depending on the design of the advertising agency and DSP side, we propose a reduction plan based on the assumption of the CO₂ emissions of the entire supply chain.

Measurement will be performed for each advertisement project, and monthly reports will be provided, as well as continuous support for customers to reduce CO2 emissions.

DNP and OpenX will measure CO2 emissions from digital advertising and provide eco-friendly digital advertising services based on that.

For example, we will review the effectiveness of targeting advertising that distributes appropriate advertisements according to individual user conditions, creative distribution of various patterns, distribution of the same advertisement to the same user (frequency), etc. It will be reduced to some extent.

In addition, we will reduce CO2 emissions by utilizing the PMP transaction “DNP Marketplace”, which is an advertising bidding transaction that preferentially selects highly effective media companies.

Regarding CO2 that cannot be reduced completely, a design aiming for carbon neutrality is also proposed in which advertisers purchase “carbon credits” for carbon removal projects conducted by companies and organizations.

Furthermore, by utilizing the “DNP Asia Kids Experience,” which handles visiting classes at elementary schools in Japan and Southeast Asia, it is possible to support corporate activities such as educational measures for children toward the realization of a decarbonized society.

Going forward, DNP plans to expand the provision of this service to advertisers and strengthen the service by increasing the number of CO2 measurement points in the supply chain through collaboration with third-party organizations.

In addition, we plan to conduct a demonstration experiment on both CO2 reduction through environmentally friendly advertising design and the conversion rate of advertisers.