How does io smartly overcompensating for its carbon emissions

In collaboration with Compensate, the adtech platform is reducing its total ecological footprint

Climate and environment have been issues that, the social advertising platform, has understood for a while, but the changes fueled the pandemic that prompted the Smart team to take action.

“Last year’s events have led to a new awareness of the impact of some of our businesses, as a company can affect the environment or the world in general,” said Robert Rothschild, Marketing Director.

Collaboration with Compensate. Before moving on with Smartly, he needed to understand what activities were negatively affecting him. One of the first things the team thought was that we are a software company; as an organization, it is not our primary competence, “said Rothschild. Questions within the customer ecosystem of Smartly and other organizations.” We have emerged as potential partners for Compensate.

Compensate, a non-profit organization, helps companies measure, reduce and reduce CO2 emissions. “We had the opportunity to use their experience and ability to scientifically and efficiently manage carbon footprint calculations,” said Rothschild.

An unexpected source of emissions. Smartly is not in the data center industry, a space with a notoriously large carbon footprint, but has analyzed the impact of using IT. However, it appears that the largest contributor to CO2 emissions lies elsewhere.

The main source of our emissions when we look back – not last year because 2020 was a starting point – but in 2019 it was business travel: 85% of Smartly’s total carbon footprint. Due to the nature of our business, nearly 5% is due to direct greenhouse gas emissions from things like electricity, heating, and cooling at various offices around the world. “

The pandemic created an unexpected opportunity to determine the scale and urgency of business travel. “We are definitely thinking about optimizing business travel in general. It was mostly air travel, which is the most inefficient from a greenhouse gas point of view. …”

Adjust the model. It pays for its service costs, but as a nonprofit, it earns revenue to support traditional and innovative carbon capture projects – to remove CO2 from the atmosphere. Cleaning customers, such as Smartly, can ‘clean up’ by removing more CO2 than their business operations yield.

“In our case, we bought and disposed of more than 10,000 carbon credits,” said Rothschild, “making it possible to extract more than 6,000 tons of carbon from the atmosphere. Ninety-four thousand of these credits were used for traditional carbon projects. Forest conservation in Cambodia,” Zambia and Peru We also invest in reforestation projects, while the rest is represented by innovative carbon capture programs, in this case, regenerative agriculture programs aimed at increasing the amount of carbon collected in the soil.

Smart again took the decision to “overcompensate” emissions in 2019 and 2020, as last year was very atypical.

Future opportunities. Compensate works with a wide variety of organizations, from the London School of Economics to Reima, a children’s brand, and HIFK, a Finnish professional ice hockey club. But Rothschild also sees more opportunities in the field of adtech.

“Adtech companies may not be the leading producer of carbon footprints,” he said, “but there are so many players in this ecosystem that if we’re all committed, we could be an Adtech offering. No impact. It can hurt. Area. “

Why do we care?

 We may not see the martech and adtech industry as a significant contributor to carbon emissions unless we consider a cloud-based enterprise’s reliance on server farms, but the initiative is a reminder that every business wants it. its ability to reduce (or offset) its carbon footprint.

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