Note that we are currently excluding our baseline year measurement because of the drastic changes in our measurement techniques. 2023 represented a significant deviation from the previous trend. Although we were able to reduce our home working emissions against 2022, we had significantly more emissions related to ads placement in 2023 (19.2 tCO2e in 2023 in comparison to 3.5 tCO2e in 2022).

Carbon Reduction Projects

Completed Carbon Reduction Initiatives
The following environmental management measures and projects have been completed or implemented since the 2021 baseline. The carbon emission reduction achieved by these schemes equate to 147.22 tCO2e, a 90% reduction against the 2021 baseline and the measures will be in effect when performing the contract. These numbers appear extreme because of changes in our measurement processes, which we plan to publish soon.

• One of our key carbon reduction initiatives has been a shift away from video ads towards static ads. Between 2021 and 2023, video ad impressions have decreased by over 90%. Since video ads are the most emissions-heavy, requiring more energy to load and play, this has had a significant positive effect on our overall emissions.
• We have also seen a shift in travel patterns which has helped to reduce our emissions. In 2021, 78% of our travel emissions came from car travel, a total of 136.81 kgCO2e, and in 2022, 72% of our travel emissions came from car travel; in 2023, only 51% of our travel emissions came from travel, equating to a total of 1,664.11 kgCO2e.

In the future we hope to implement further measures such as:

• By 2025, supporting all our employees with switching to ‘true’ renewable electricity and gas provided by Good Energy, GEUK, and Ecotricity, whose energy is verifiably backed by REGOs.
• Ensuring that all employee travel is through the lowest impact means. This means that employees should only travel by train or EV.
• Taking steps to reduce water usage.
• Reaching out to suppliers throughout our value chain and request that those who have not already taken steps to reach carbon neutrality or net zero do so.
• Continuing to build an understanding and awareness of the carbon impact of ad campaigns into the information and advice that we offer our clients. For example:

1. Using our ad emissions calculator to help our clients understand the impact of the campaigns that they run.
2. Encouraging our clients to choose less emission-intensive advertising campaigns, for example choosing static images over video, lowering resolution to minimise file size, and using shorter videos where video ads are necessary.
3. Seeking out partnerships with providers who can reduce the carbon intensity of our campaigns, such as 59A which deliver adtech via “streaming” rather than uploading creatives.
4. Moving our website to a green energy host.

Declaration and Sign Off

This Carbon Reduction Plan has been completed in accordance with PPN 06/21 and associated guidance and reporting standard for Carbon Reduction Plans.

Emissions have been reported and recorded in accordance with the published reporting standard for Carbon Reduction Plans and the GHG Reporting Protocol corporate standard and uses the appropriate Government emission conversion factors for greenhouse gas company reporting .

Scope 1 and Scope 2 emissions have been reported in accordance with SECR requirements, and the required subset of Scope 3 emissions have been reported in accordance with the published reporting standard for Carbon Reduction Plans and the Corporate Value Chain (Scope 3) Standard .
This Carbon Reduction Plan has been reviewed and signed off by the board of directors (or equivalent management body).

^[1]           https://ghgprotocol.org/corporate-standard

^[2]           https://www.gov.uk/government/collections/government-conversion-factors-for-company-reporting

^[3]           https://ghgprotocol.org/standards/scope-3-standard