Sharethrough, an omnichannel ad exchange, on Wednesday announced two initiatives aimed at lowering carbon emissions from advertising campaigns.

The plan removes Made-for-Advertising (MFA) sites by default in off-the-shelf and low-emission private marketplaces (PMP) deals at no extra cost to advertisers for campaigns created after July 1, 2023. 

JF Cote, CEO at Sharethrough, believes its Green Media Product initiative and automatic removal of MFA sites will enable advertisers to improve sustainability and supply-path optimization, reaching carbon path optimization (CPO) to cut emissions.

Sharethrough said it will identify MFA sites by leveraging data from programmatic company Jounce Media. It has also built filters in its curation platform to remove them.

The initiative aims to put pressure on the websites to improve the advertising experience and provide a cleaner, safer and better-performing ad ecosystem for advertisers.

Low-Emission PMPs also are available on all Demand-Side Platforms (DSPs) at no extra cost.

Low-emission PMPs automatically curate sites and apps by removing the highest-emitting media properties. Early data shows that cutting 10% of the highest-emitting sites can lead to a 20-30% carbon footprint reduction. 

Sharethrough is also the first ad exchange to leverage Scope3’s Climate Shield.

Sharethrough’s three-step approach integrates its partnership with Scope3 using its GreenPMP, which allows advertisers to measure and compensate for campaign carbon emissions.

Since June 2022, more than 7,700 brands across 37,000 sites have used the platform for display, video and connected television (CTV) ads on desktop, mobile, and TV.

Approximately 375,000,000 grams of CO2 have been compensated from digital advertising campaigns — equivalent to the energy required to heat 1,652 U.S. homes for one month, the company said.