Equativ, an independent ad tech firm, has joined forces with Azraq, a UAE-based NGO focused on environmental conservation, in a bid to help advertisers reduce their carbon footprint.
The collaboration aims to focus on driving tangible local initiatives to address the environmental impact of advertising in the region.
The advertising industry significantly contributes to climate change, with recent studies revealing alarming statistics. According to Equativ, the sector emits more carbon than the aviation industry, generating the equivalent of emissions from 56 coal-fired power plants annually.
Furthermore, the ad tech firm claims that between 2019 and 2022, the industry’s emissions rose by 11 per cent. With the digital ecosystem responsible for nearly 4 per cent of global greenhouse gas emissions, Equativ claims to understand that the urgency for sustainable practices in advertising has never been greater.
“By partnering with Azraq, we are taking decisive steps to empower our clients to make a positive environmental impact,” said Céline Gauthier-Darnis, EVP MENA & APAC at Equativ. “Together, we aim to support a culture of sustainability that extends beyond our operations and engages our clients in meaningful initiatives in the UAE. We are excited to contribute to concrete and visible environmental actions that are within an hour’s drive from our office.”
The initiative hopes to help drive more efficient and sustainable ad buying. Recognising the need for meaningful action, Equativ suggests driving sustainability through four key practices:
- Measuring: Using a calculator based on open-source frameworks and guidelines established by the Syndicat des Régies Internet (SRI) and the Interactive Advertising Bureau (IAB), Equativ measures emissions from digital campaigns with a high level of granularity.
- Reducing: Following an optimisation checklist that covers supply chain logistics, devices, creatives and more, helps to develop ad campaigns that are relatively more sustainable.
- Compensating: Partnering with industry players, NGOs, and clients fosters a collective approach to tackling carbon emissions and implementing sustainable practices.
- Reporting: Transparency and accountability are crucial. Regular reporting ensures stakeholders are informed about environmental performance and sustainability efforts.
The partnership between Azraq and Equativ hopes to focus on local projects that directly impact the UAE, such as planting mangrove trees in the Al Zorah Natural Reserve in Ajman and restoring coral reefs. Additionally, clients will have the opportunity to participate in beach and desert clean-up efforts, promoting community involvement and raising environmental awareness.
Equativ claims to be committed to integrating sustainable solutions into its operations, aiming to create a full-stack platform that enables carbon impact measurement and reduction at every stage of campaign delivery.
