Thanks to the Adform platform, an integrated solution for managing and optimizing digital campaigns, and Scope3 technology, specialized in measuring carbon emissions across the entire digital advertising supply chain, Leroy Merlin has taken a significant step toward more sustainable advertising. Scope3 provides detailed data on emissions generated, such as server energy consumption and data transfer, integrating them into the Adform platform to enable advertisers to optimize campaigns by selecting low-impact partners and strategies without sacrificing performance.

Mediaplus, a strategic partner in campaign management, implemented a dynamic blocklist that daily excluded high-impact domains while ensuring precise targeting and high performance. This strategy reduced emissions by up to 70% compared to the national average while also improving the Cost per Session (CPS).The project demonstrated that it is possible to combine sustainability with tangible results. Moreover, this approach fosters positive competition among publishers, encouraging them to adopt more virtuous practices to be selected by these technologies, as less sustainable ones are excluded from planning processes.