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Yahoo is offering a global carbon-neutral private marketplace (PMP) thanks to its latest ad tech partnership with Scope3.
With Scope3’s Green Media Products available within Yahoo’s supply-side platform (SSP), brands and agencies allocate spend towards GMP, Scope3 then measures the emissions associated with the campaign once it has run, and the publishers and ad sellers then contribute to Scope3’s chosen carbon-removal projects.
GMP is billed as carbon-neutral media and aims to price carbon into decisions that will, in theory, incentivize lower emissions.
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