Alma Media enables measuring of digital advertising carbon footprint as a first Finland based publisher

Alma Media Corporation                 Press Release              25 May 2023

ALMA MEDIA ENABLES MEASURING OF DIGITAL ADVERTISING CARBON FOOTPRINT AS A FIRST FINLAND BASED PUBLISHER

Alma Media is the first Finland based publisher to offer its advertisers a carbon footprint calculation of digital campaigns. Greenhouse gas emissions generated by advertising published on Alma Media's ad network are reported to customers on a promotion-by-campaign basis.   

The measurement looks at the emissions related to advertising from the complete supply path of the campaign. The calculation of greenhouse gas emissions for campaigns consists of ad inventory supply path, ad format, creative distribution, the amount of impressions or video starts obtained by the campaign and the emissions from the energy consumption of technologies, data centres, and users’ devices during media consumption. The calculation also considers the GHG emissions generated by Alma Media's own operations. 

– We want to promote sustainable advertising, the transition towards a low carbon industry and help our customers make responsible choices also in the digital business environment. Measuring the carbon footprint of digital advertising is a natural continuation of our environmental work, in which, in addition to our own activities, we focus on identifying and reporting environmental impacts throughout our value chain. It is a good starting point that in principle Alma Media's ad inventory already has a very low carbon footprint, says Elina Kukkonen, Director of Communications and Brand at Alma Media. 

Alma Media was the third media company in the world, and the first in Finland to set ambitious science-based SBT climate targets already in 2016. In 2021, the company tightened its targets and aims to halve the GHG emissions once again from its own operations and reduce emissions from the subcontracting chain by 14% by 2030. The climate targets of Alma Media are endorsed by the SBTi organisation and aligned with the 1.5℃ threshold set for global warming. Alma Media has also been recognised for its environmental work in international ratings. 

– The emission load of programmatic advertising is affected by every part of the campaign, advertising impression and choice of media partner. Along the rising volume of digital advertising comes the increasing environmental burden. To save the environment, one must first know how and where the value chain is encountered and how much emissions are generated. With more holistic view for environmental impact of the advertising value chain, we will now help advertisers to recognise this with data. We can help our advertiser customers, their media agencies, advertising agencies and production partners to make sustainable choices. Our customers can also make use of the campaign data in their own sustainability reporting, says Johanna Vartiainen, Director of Digital Advertising Services and Development. 

The reporting of greenhouse gas emissions from advertising campaigns published on Alma Media's digital network starts in the beginning of June 2023 and is an additional service free of charge to customers. The promotion-specific carbon footprint calculation model for digital advertising is powered by Scope3, a global, remote based company, with an open-source emissions model that measures the end to end deliver of an ad. 

More Information:  

Johanna Vartiainen
Director of Digital Advertising Services and Development
tel: 01016653282 

Alma Media in brief

Alma Media is an international company of digital media, marketplaces and services with a strong capacity for renewal. We inspire human curiosity and choice by creating services that combine technology and content with a local heart. In Finland, our best-known brands include Kauppalehti, Talouselämä, Iltalehti, Jobly, Etuovi.com, Nettiauto and Nettimoto. Our recruitment services include prace.cz and jobs.cz in the Czech Republic, Profesia.sk in Slovakia and mojposao.net in Croatia.

In Finland, our business operations include leading housing and automotive marketplaces, financial and professional media, national consumer media and content and data services for businesses and professionals. Alma Media’s international business in Eastern Central Europe, Sweden and the Baltic countries consists of recruitment services and an online marketplace for commercial properties.

Alma Media operates in 11 countries in Europe and employs approximately 1,700 professionals. Alma Media’s revenue from continuing operations was EUR 309 million in 2022 of which the share of digital business was 81%. Alma Media’s share is listed on NASDAQ Helsinki. Read more at www.almamedia.fi/en/.

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