Bangalore, September 15, 2023. InMobi, a provider of content, monetization, and marketing technologies, has announced its strategic partnership with Ad Net Zero, a climate action program dedicated to accelerating the decarbonization of the advertising industry. This collaboration underscores InMobi's dedication to sustainability, aligning with Ad Net Zero's mission to reduce the carbon footprint in advertising across production, distribution, and publication.The global advertising industry faces a critical moment, grappling with the environmental impact of its operations. Recent statistics emphasize the urgency of the issue, with internet-related greenhouse gas emissions accounting for approximately 4% of the global total—surpassing even the aviation sector. Notably, the energy required to serve one million ad impressions is equivalent to the carbon produced by manufacturing 2.4 million plastic straws.
Recognizing the increasing importance of sustainability in business decisions, InMobi has joined forces with Ad Net Zero. As a prominent player in the ad tech industry, InMobi recognizes the importance of showcasing sustainability initiatives to both current clients and potential partners. A recent Deloitte survey reveals that 98% of consumers believe brands are responsible for contributing to a better world, and a significant portion of consumers prefer sustainable brands.InMobi's collaboration with Ad Net Zero aligns with the organization's five-step plan to reduce the carbon footprint of advertising:
- Reduce emissions from advertising business operations
- Decrease emissions stemming from advertising production
- Diminish emissions from media planning and buying
- Lessen advertising emissions from awards and events
- Leverage advertising to drive behavioral change
InMobi's commitment to sustainability extends beyond rhetoric and is evident through tangible actions. The carbon-neutral InMobi Exchange, powered by Microsoft Azure, serves as a prime example of this commitment. Data from the Microsoft Azure Impact Emissions Dashboard emphasises InMobi's significant reductions in emissions:
• InMobi's emission factor ranks in the top fifth percentile compared to average server emission factors.
• Server usage demonstrates remarkable 80-90% higher green efficiency compared to alternative on-premise solutions, including high-efficiency ones.
• Direct SDK integrations, combined with machine learning, have led to emission reductions of up to 30%.
"InMobi's partnership with Ad Net Zero symbolizes our dedication to ushering in a more sustainable era for the advertising industry,"states Kunal Nagpal, Chief Business Officer at InMobi. "We are proud to stand alongside fellow tech companies and agencies, united in the pursuit of a greener, more responsible future. By fully embracing Ad Net Zero's comprehensive plan, we are steadfast in our commitment to minimizing our environmental impact while advancing the power of advertising."
"Ad Net Zero is thrilled to work with InMobi as they support more sustainable advertising solutions, contributing to our collective global impact. InMobi’s commitment is another significant step toward an eco-friendly future for the industry,” says John Osborn, Director of Ad Net Zero in the U.S.
InMobi's partnership with Ad Net Zero aligns with its global sustainability commitment to the Science-Based Targets Initiative (SBTi). InMobi is currently undergoing a 24-month goal validation process, after which it will commit to ambitious Scope 1, 2, and 3 emissions reduction targets following SBTi sector guidelines and GHG Protocol standards.
“Our partnership with Ad Net Zero strengthens and accelerates InMobi’s commitment to creating a more sustainable advertising ecosystem,” said Rishi Bedi, Managing Director, Asia Pacific, at InMobi. “By embracing Ad Net Zero’s comprehensive five-step plan, InMobi will be able to further reduce carbon emissions, minimizing our environmental impact while advancing the power of advertising across the globe."
Additionally, InMobi continues its second-year partnership with Givsly, a purpose-driven B2B marketing solution. InMobi recently participated in a discussion at Cannes Lions 2023 alongside Givsly, Dentsu, and IPG Brands, addressing the challenges, opportunities, and pathways toward a sustainable ad tech stack.InMobi also served as the primary audience partner in AdTechCares' campaign with Project Drawdown, a nonprofit organization working to reduce greenhouse gas concentrations in the atmosphere. AdTechCares leverages ad tech to combat misinformation and promote well-being, with InMobi as a founding member.
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