Invibes Advertising announces ambitious sustainability targets
Press release
Invibes Advertising
announces ambitious
sustainability targets
London,
22
November
2022 –
Invibes Advertising, an advanced
technology company specialising in digital advertising,
publishes the results of
an assessment
of its energy performance
and announces a set of ambitious
sustainability targets for the coming
years.
In order to contribute to the reduction of greenhouse gas
emissions from the advertising sector, Invibes Advertising has
launched an internal programme to assess and improve its energy
performance, notably the impact of its digital ad campaigns.
Invibes Advertising’s
virtuous energy mix
The most significant part of the Group’s energy consumption is
related to its outsourced servers. They are housed by two main
service providers that represent 99% of its servers’ average load.
One of them is operating on 100% green electricity and the other
one on 78% renewable energy.
In addition, Invibes Advertising runs some of its applications
using carbon neutral cloud services.
Impact of
Invibes Advertising’s
campaigns
The Company made an assessmenti of the average carbon footprint
of its advertising campaigns in September 2022:
- The first step was to calculate the
carbon footprint of Invibes Advertising’s technology platform for
each ad impression, using the energy consumption of the Company’s
servers, the type of energy used by the service providers housing
those servers, and the number of ad impressions they powered in
September 2022.
- The second step was to estimate the
carbon footprint of an ad impression on the end-user side, based on
the number of ad impressions for each type of device used to view
our ads in September 2022, statistical data about energy
consumption of devices used, as well as information about the
carbon footprint of electricity in the country where end-users are
located.
- Finally, we estimated the energy
consumption and carbon footprint of the network between our servers
and the end-user, based on data about the energy intensity of the
internet in kWh/GB, as well as the carbon footprint of electricity
in the countries where end-users are viewing our ads.
This overall calculation resulted in an average energy
consumption of 0.22kWh per 1,000 ad impressions in September 2022,
corresponding to an average of 26.1 grams CO2 emissions per 1,000
ad impressions. In comparison, an average Display campaign has been
estimated to emit 15% more CO2 (30 grams CO2 per 1,000 ad
impressionsii).
To a large extent, the lower carbon footprint of Invibes’
campaigns results from the fully integrated nature of its
technology platform that allows for efficient processes, as well as
the low carbon footprint of the Company’s servers. In addition,
Invibes Advertising’s smart targeting allows its campaigns to
achieve great effectiveness with an optimised number of
impressions, thus further minimising their carbon impact.
Benefits of
technological
independence
Invibes Advertising’s proprietary technology platform has been
designed with process optimisation in mind, improving technical
performance, reducing associated costs, and bringing benefits in
terms of energy efficiency.
As it has full control over its technology platform, Invibes
Advertising is able to constantly evolve and improve. A large part
of the Company’s R&D effort aims to achieve higher efficiency
to ensure scalability, which also has advantages in terms of energy
consumption.
Invibes Advertising’s
ambitious sustainability
targets
In line with its core value of always innovating in all aspects
of its activity, Invibes Advertising has launched several
initiatives to lower the carbon footprint of its campaigns:
- Actions to reduce the carbon footprint
of processes directly within Invibes’ control, by decreasing the
platform’s energy consumption and prioritising green sources of
electricity.
- Actions to reduce its campaigns’ energy
consumption outside Invibes’ realm, at the network and end-user
level, bearing in mind that the carbon footprint of the electricity
used there is not within the Company’s control.
The Company has defined a series of goals it aims to
achieve:
- Half-yearly tracking and
publication of the carbon footprint of
Invibes’ ad
campaigns.
- 99% green
energy for outsourced
servers by the end of
2023.
- 10%
annual reduction of the
energy consumption associated with
Invibes’ ad campaigns for
the next 3 years.
This will allow Invibes Advertising to deliver Excellence to its
clients in the ever more important aspect of reducing their
advertising activities’ carbon impact.
About Invibes
Advertising
Invibes Advertising is an international technology company
specializing in digital advertising innovation. Founded in 2011 by
co-CEOs Kris Vlaemynck and Nicolas Pollet, Invibes Advertising has
developed an integrated technology platform designed to strengthen
the relationship between brands and consumers through in-feed
ads.
At Invibes Advertising we believe in the power of
connections.
- The power of connecting brands directly
with consumers to enable more meaningful interactions.
- The power of connecting big data,
innovative in-feed formats, wide reach and extensive intelligence
services in a single, holistic platform to bring brands and
consumers together seamlessly and efficiently.
- The power of connecting a unique pull
of passionate, dynamic and knowledgeable in-feed specialists from
across the globe to make up the extraordinary team that is Invibes
Advertising.
In order to partner with some of the greatest brands in the
world, like Amazon, Bacardi, Volkswagen, Dell, IKEA and Toyota, we
rely on even greater people to share our innovations with the
world. Along with our unwavering belief in technological potential,
more fundamentally, we believe in the potential of our people. At
Invibes Advertising we actively strive to maintain an energetic,
open environment that fosters a culture of ideation, growth and
#GoodVibes, that shines straight through to our clients.
Want to hear more about Invibes Advertising? Visit:
www.invibes.com
Invibes Advertising is listed on the Euronext Stock Exchange
(Ticker: ALINV – ISIN: BE0974299316)
For our latest press releases, go
to:https://www.invibes.com/uk/en/investors.html
Keep up with all the latest news on
Invibes
Advertising:LinkedIn @Invibes
Advertising Twitter @Invibes_adv
Financial & Corporate Contacts:Kris
Vlaemynck, co-CEOkris.vlaemynck@invibes.com
Audrey Mela, VP Investor
Relationsaudrey.mela@invibes.com
i The methodology used is presented in more detail in the
following
document:https://www.invibes.com/documents/2022%2011%2014%20-%20PR%20-%20Invibes%20Advertising%20EN.pdf
ii The Carbon Footprint of Media Campaigns, March 2022,
fifty-five
- 2022 11 22 - PR - Invibes Advertising EN
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