Ads Driving Higher Attention Can Cut Carbon Emissions by 63%

Ad-tech firm Playground xyz measures attention with eye tracking

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

As it turns out, serving digital ads to real human eyeballs is good not just for advertisers but also the planet.

A report from attention-based ad-tech platform Playground xyz used emissions data from Scope3 to show that serving ads that drive higher attention metrics cuts carbon emissions.

“We wanted to merge these two worlds: One track is advertisers going after ad effectiveness by attention, and another is trying to curb or remove carbon emissions,” Rob Hall, CEO of Playground xyz, explained to Adweek.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in