Sustainable products are booming. Meanwhile, sustainability is the most controversial topic in the advertising industry.From concept to production to broadcast – the global advertising industry produces millions of tons of CO2 emissions each year.

For example: a simple sponsored Instagram ad with 20 million impressions alone, is responsible for around 5 tons of CO2.

When we began to build the platform, German companies invested €25 billion net in advertising, according to the ZAW, creating a significant and measurable carbon footprint. As brands and products are becoming more sustainable, it is time for the media industry to follow suit.

Between 2019 and 2022, the advertising industry‘s emissions have risen by 11%. Today 32% of each person‘s carbon footprint comes from the ads they see and receive. latest research identifies three major contaminating phases in online advertising: the creative process, which includes travel, filming, and post-production; media broadcasting, with viewing or tools that support those processes; and targeting, with the increasingly complex technology that helps determine to whom each ad is shown. In addition to developing sustainability standards for the media industry, our aim is to promote a cross-industry discussion on sustainability. The development of a product that can be initiated easily and used without barriers by various media partners in everyday media bookings. Since a combination of climate protection and entrepreneurship is our main vision our step was about growth, too.