InMobi Advertising Introduces Green Media Segments to Drive Sustainability in Ad Tech

Mobile marketing and advertising platform InMobi Advertising has taken a significant step toward decarbonizing the advertising supply chain. Partnering with sustainability platform Scope3, the company has launched new green media segments aimed at reducing carbon emissions in mobile and in-app advertising.

The integration with Scope3 aims to enable media owners, buyers, and sellers to implement clear, actionable strategies to reduce emissions during advertising campaigns. With detailed emissions reporting and compliance with supply path optimization, InMobi Advertising offers advertisers a way to balance their media performance goals with meaningful reductions in carbon footprint. According to Scope3’s data, campaigns utilizing these green media segments have already demonstrated a 39% reduction in emissions while simultaneously improving click-through rates by 10%.

Abhay Singhal, CEO of InMobi Advertising, emphasized that the launch represents a milestone in the company’s sustainability efforts. “By leveraging Scope3’s data and expertise, we’re enabling our clients to make environmentally responsible decisions while enhancing campaign performance. This is a crucial step in aligning the advertising industry with global climate goals,” Singhal said.

The push for greener media is further reinforced by global trends highlighting consumer preferences for sustainability. A recent study by IPG Mediabrands revealed that 77% of consumers want to see companies take action on climate change, indicating that brands embracing sustainable media buying are likely to win favor with environmentally-conscious audiences. Martin Bryan, Chief Sustainability Officer at IPG Mediabrands, remarked that brands aligning with climate-friendly practices could see a positive impact on purchase intent.

Additionally, InMobi Advertising is working to establish long-term emissions reduction targets in line with the Science-Based Targets Initiative (SBTi). As a member of Ad Net Zero, the company is committed to reducing the environmental impact of the entire digital advertising ecosystem, from agencies to publishers. Ongoing collaborations with organizations like Givsly and its founding membership in AdTechCares further highlight InMobi’s holistic approach to sustainability.