eBay aims to reduce sneaker campaign emissions with Scope3

eBay aims to reduce sneaker campaign emissions with Scope3
News in brief

eBay has moved to cut carbon emissions from its “Sneakers Authenticity Guaranteed 2022” campaign through a partnership with green media company, Scope3.

Scope3 is building “the most comprehensive” dataset for supply chain emissions, starting with the advertising ecosystem so businesses can measure and compensate carbon emissions and thereby optimise campaigns.

With the support of Scope3 and MediaCom UK, eBay will reduce carbon emissions during the planning and launch phases of the digital campaign which will run until December.

Stuart Chick, data and tech Strategist at MediaCom said: “eBay’s approach should be commended, we’re excited by the prospect of standardising this approach with other clients as part of our long-term dedication to reduce carbon across all digital campaigns.”

eBay has reported it sells a pair of sneakers on its platform every four seconds, making it one of the most purchased product types on the second-hand resell platform.

Most of the emissions contributing to the advertising industry’s carbon footprint come from electricity used by millions of servers that bid to fill ad space in real time.

Earlier this year, Scope3 partnered with The GoodNet to measure and compensate carbon emissions from its campaigns and GroupM, MediaCom’s parent division and part of WPP, unveiled carbon measurement standard to organise decarbonisation practices.

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