Kroger to track carbon footprint of its retail media

Kroger has announced it will work with a media emission tracker Scope3 to measure the carbon performance linked with offsite media campaigns conducted by Kroger Precision Marketing, reports Yahoo! Finance. 

The company claims that it is the first time a retail media network is tracking carbon emissions.

Kroger Precision Marketing is the retail media business arm of the Cincinnati-based grocer, and the agreement with the media emission tracking company, Scope3, will entail using open-source methodology and an emissions model to determine the carbon impact by using Kroger’s audience data to offsite media campaigns.

Set benchmarks will then allow advertisers and agencies to measure up the carbon impact of Kroger Precision Marketing with other methods.

“The digital economy is energy-intensive, but we can reduce the impact today by eliminating wasted ad impressions,” said Cara Pratt, vice president of Kroger Precision Marketing.

Earlier in the year, Ad Net Zero, which is the ad industry’s push to reduce the carbon impact of developing, producing, and running advertising to real net zero, claimed Kroger Precision Marketing was the first to support that campaign’s sustainability efforts.