“Brands aren’t buying very intelligently,” says Brian O’Kelley, Co-Founder and CEO of Scope3. “They’re paying the same regardless of attention and regardless of carbon.” According to Scope3 and Lumen’s research, shifting that ad spend towards lower carbon and higher attention benefits the entire ecosystem.
In this interview, O’Kelley also explains how publishers can adapt to this shift, by changing the way they auction ads to reduce carbon, and repositioning ads to increase attention. The result is a win-win for brands, publishers and the planet. Filmed at New Video Frontiers 2023 in London.