Ad exchange network OpenX becomes carbon-neutral

It intends to develop new products for programmatic ad buys that will further reduce the energy intensity of ad auctions

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Ad exchange network OpenX has announced it has become the first company of its kind to be certified as carbon-neutral.

It achieved the certification from Natural Capital Partners, specialists in carbon market solutions for climate action, as well as committed to complying with the Science-based Targets initiative (SBTi) Net Zero Standard.

The SBTi Net Zero Standard requires companies to reduce emissions by more than 90% and only then offset the residual emissions through verified carbon removal offsets.

OpenX intends to develop new products for programmatic ad buys that will further reduce the energy intensity of ad auctions, with the first of the “carbon light” products expected to be introduced later this year.

John Gentry, Chief Executive Officer of OpenX said: “Business must play a lead role in addressing climate change and creating a more sustainable future for all stakeholders, including people and the planet. Creating this future requires innovation, which is how OpenX has been built and which has characterised our approach to this critical and necessary goal.

“In this journey, we’re moving at the speed of OpenX and with full transparency. Marketers need to know that they now have certified carbon-neutral options due to OpenX innovation and leadership. We will maintain our position on the cutting-edge of sustainable business practices in the digital advertising market by being recognized as a true net zero company.”