What is the carbon impact of stopping Open Auction?

Why have you stopped all monetisation partners and limited yourself to 100% direct monetisation?

The media sales house has made the structuring decision to cut off all its monetisation partners, including sponsored content recommendations. This decision, which is unique in the French market for a major media site, will result in a significant short-term loss of advertising revenue linked to open auction, but it will provide unrivalled value for advertisers and the user experience:

• This enables partner brands to benefit from sector exclusivity and to improve the advertising performance of campaigns (advertising attention, exposure rate, visibility rate, etc.).

• Better management of privacy and control of inventory: the list of vendors authorised on the site has been tightened to less than 50 of the more than 1,000 listed within the SRI / IAB framework, and the ads.txt file has been cleaned up from 365 lines to 3, which has significantly improved the sellers' guide score from 1.9 to 9.7/10.

A SIGNIFICANTLY REDUCED CARBON FOOTPRINT

Cutting out all forms of indirect monetisation has resulted in a reduction of over 90% in the carbon footprint of scope 3 campaigns by eliminating all calls to monetisation partners without exception, at a time when the market trend is towards SPO and path reduction.

In order to quantify this reduction more precisely, the media sales house carried out an audit in partnership with DK.

Here are the key figures that emerged:

• 7,438 tonnes of CO2e/year saved, equivalent to a 99% reduction in CO2e emissions

• Split between Open Auction and Content Recommendation Blocks: 28% of emissions came from the OA & 72% from Content Recommendation Blocks.

• CO2e emissions/1000 impressions before the cut: 1.3kg // after the cut: 6g.

7,438 tonnes of CO2e is an impressive figure, but what does it actually represent?

• 29,397,608 km by car

• +300,000 days of CO2e emissions for a French person

• 7,438 Paris-New York round trips