Footsprint, WattTime launch collaboration
By Adnews Staff
Footsprint, the Montreal-based digital sustainability division of the Labelium Group, has begun a collaboration with environmental technology non-profit organization WattTime of Oakland, CA. According to the organizations, the collaboration is intended to aid in the reduction of carbon impact of digital media campaigns. Historical and real-time emissions data from WattTime will be used by Footsprint to identify opportunities for efficiency and reduced energy usage.
“Our mission is to equip businesses with the tools and expertise to steer their media investments towards sustainable performance,” said Elisa Boivin, managing director of Footsprint. “In essence, this means eliminating waste from our media plans, which will mechanically improve carbon efficiency and media performance. To do this, we need sustainability sciences to work at the speed of digital, through new environmental KPIs that enable advertisers to take action in real-time.”