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Aimed at advertisers, agencies and media trading teams, the Guide helps advertising professionals adopt more sustainable practices and reduce the environmental impact of programmatic advertising campaigns.

This best practice guide is a first step in an objective and humble attempt to provide practical solutions that we can all collectively implement. It will be updated on a regular basis in line with feedback and technical advances.

The guide proposes a series of recommendations grouped around 6 key principles :

• Eliminate wasted advertising impressions and unnecessary data
• Activate low-carbon targeting
• Use lighter creatives and formats
• Choose responsible tools
• Adopt sobriety in the tools used
• Measure the carbon footprint of your campaigns

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