The advertising industry emits millions of tons of CO2. Discover how our Responsible Purchasing policy reconciles acquisition performance and environmental impact.
This is the paradox of modern growth: how can an impact startup (greentech, circular economy, social enterprise) justify investing heavily in a notoriously energy-intensive and polluting digital advertising industry?
At Jour de Chance, we believe that growth should not come at the expense of our advertisers' carbon footprint. That's why we have rethought our value chain to align with the principles of the RFAR (Supplier Relations and Responsible Purchasing) charter.
Contrary to popular belief, digital heavily pollutes. A standard programmatic campaign goes through dozens of intermediaries (DSPs, SSPs, AdExchanges) via a real-time bidding (RTB) system, mobilizing thousands of servers for each advertising impression.
Key Statistic: On average, the delivery of a programmatic advertising banner generates 1 gram of CO2 per impression. For a campaign of one million impressions, this represents the carbon footprint of a round-trip flight from Paris to New York.
We drastically shorten the advertising supply chain. Instead of going through obscure bidding platforms that multiply server pings, we favor "Direct" buying (Green deals) and reduce the number of technological intermediaries. Fewer servers engaged = less CO2 emitted.
Many trash websites are created solely to stack dozens of ad formats and drain advertisers' budgets. In addition to ruining your ROI, these click factories consume insane amounts of energy through automatic refreshing. Our active exclusion lists systematically ban these networks.
The weight of your videos and banners has a direct impact on the bandwidth and energy of the smartphones displaying them. Our Studio team is committed to optimizing codecs, drastically compressing video files without visual quality loss, and avoiding intrusive and energy-consuming "autoplay" formats when unnecessary.
Blind buying at the lowest CPM. Zero carbon measurement. Intense commercial pressure. No control over the technological chain (Black Box).
Cost transparency (Auditability). Choice of eco-committed ad networks. Calculation of the campaign's GHG footprint. Prioritizing attention quality over impression quantity.
From now on, Jour de Chance's campaign reports no longer only include the Cost per Acquisition (CPA) and Return on Ad Spend (ROAS). For our committed startups, we add a "Carbon Map" that estimates the carbon cost of the broadcasted campaigns.
Because ultimately, the best way to guarantee responsible purchasing is to stop the financial loss caused by ineffective advertisements. Optimizing ROI is, by definition, an ecological optimization.
Digital acquisition and media strategy experts.