Innovation

OpenX's sustainability efforts are guided by the Science Based Targets initiative (SBTi) Net-Zero Standard. This framework provides companies with a clear roadmap for reducing greenhouse gas emissions in line with the latest climate science to limit global warming to 1.5°C above pre-industrial levels. In 2022, SBTi approved OpenX’s targets of achieving net-zero by 2027 for all three emissions scopes. At the time, it was the most aggressive goal permitted for small and medium sized enterprises. That means that OpenX has to reduce all of its emissions by more than 90% from its 2018 baseline year. This is directly aligned with SDG 13.

To fulfill the SBTi Net-Zero Standard and achieve its approved net-zero target, OpenX undertook a series of ambitious measures. The largest effort was the complete re-platforming of the company’s business from its own data centers to the Google Cloud Platform, which drove a dramatic reduction in the company's GHG emissions, thanks to GCP’s high level of computational efficiency, optimization of OpenX’s own processes, and Alphabet's extensive renewable energy program. In addition to this major transition, OpenX spent the next 18 month engaging in other efforts to reduce emissions, including further optimizing its operations on the cloud platform, reducing its number of offices from 10 to 4 and moving to a remote-first work model. In order to understand the environmental impacts of employees’ travel and commutes, OpenX has conducted annual commuting surveys to both understand employee commuting emissions and encourage lower carbon options. The company also took steps to be more deliberate in its business travel policies to further reduce emissions.

After all of these major reduction efforts, RSK Group, one of the world’s leading environmental consultancies, verified OpenX’s 2018 baseline emissions, compared them to previously verified 2021 emissions, and verified that OpenX reduced its total emissions by more than 96%, fulfilling all of the requirements of the SBTi Net-Zero Standard. All of these steps were taken in conformance with international climate accounting standards. According to the experts involved, OpenX was the first known company to have fulfilled the SBTi Net-Zero Standards, which is an inspiring achievement—not just for the media, advertising, and technology sectors, but for the entire world.

Inspiration

Leadership at OpenX, exemplified by Global Head of Sustainability and VP, Sales, EMEA Joe Worswick and CEO John Gentry, plays a crucial role in driving the company's sustainability agenda. Through their vision and commitment, they inspire the organization to adopt more sustainable practices and set a precedent for the industry.  

Joe Worswick was inspired over 15 years ago to make transparency part of the hallmark of his leadership, ensuring progress and accountability for a more sustainable world. Joes claims, "I worked with OpenX for years before joining the company, and something I was consistently impressed by was their leadership in sustainability. By investing in this important work, we wanted to not only meet our environmental goals and responsibilities but also lead the industry in making meaningful change towards a sustainable future."

Worswick’s day-to-day leadership is characterized by a hands-on approach. He actively encourages all staff members to deepen their understanding of the environmental issues at stake. He regularly engages with employees at all levels, fostering a sense of shared responsibility and collective action. This inclusive leadership style has been instrumental in creating a unified approach to sustainability within the company. He claims, "Through our commitment to annual emissions reporting as well as independent third-party verification of those emissions, we aim to set an example for the rest of the industry. Emissions will fluctuate over time with the growth of a business, and that’s normal. We want to normalize those outcomes so that we can lower the barriers to measuring and reporting emissions. In making public our journey to Net-Zero, we aim to inspire progress, not perfection.” By leading from the front, Worswick has ensured that sustainability is not just a corporate buzzword, but a core value embedded in the company's ethos.

CEO John Gentry was inspired to prioritize sustainability due to the recognition of the significant environmental impact and potential for impact of the digital advertising industry. He says, "We are fully aligned with the climate goals and commitments of our customers and partners, while making it easy for them to report how they are improving every aspect of their value chain. At the same time, we'll urge other exchanges and platforms to follow our lead. Being carbon neutral by simply purchasing cheap carbon credits and continuing business as usual is not enough. That is why OpenX has set the bar high in becoming a Net-Zero company."

One of the key aspects of Gentry’s leadership is his focus on empowering employees. He believes that sustainability is a collective effort that requires the participation of everyone in the organization. He states, “The most important part of this journey is not our Net-Zero status, but our commitment to transparent emissions measurement and reporting so that we can continue to align with the existing global standards while keeping our emissions at the lowest possible levels and continuing to grow our business. Real change comes from transparency, strategy, and process, and we’re continuing to share our story to encourage every company in our industry to measure and report their emissions so that we can collectively make strides toward a more sustainable future.” Through regular training sessions and open discussions, Worswick and Gentry have created an environment where employees feel valued and motivated to contribute to sustainable practices.

Another hallmark of OpenX’s leadership is its emphasis on transparency and accountability. They ensure that all sustainability efforts are tracked, measured, and reported regularly. This transparency not only builds trust among employees and stakeholders but also sets a clear benchmark for the company's progress toward its sustainability goals. Dr. Wescott, Sustainability Advisor, states, "While OpenX has been an influential force in accelerating the ad sector's climate actions aligned with SDG 13, the most important SDG for the ad sector to address is related to their core business, SDG 12, Responsible Consumption. The initial success with addressing climate will be the portal into addressing other relevant SDGs." With this approach, OpenX has created a culture of integrity and commitment that permeates the organization and is readily recognized throughout the ad sector.

Overall impact

OpenX’s successful fulfillment of its SBTi Net-Zero Standard represents a significant achievement in the company’s sustainability journey. It also serves as a powerful example of how businesses can contribute to the United Nations Sustainable Development Goals (SDGs). Specifically, OpenX’s efforts align with SDG 13: Climate Action, which calls for urgent action to combat climate change and its impacts. By achieving carbon neutrality and fulfilling the SBTi Net-Zero Standard, OpenX is both mitigating its environmental impact and inspiring other companies to take similar steps. This demonstrates that environmental sustainability and business success are not mutually exclusive but can be pursued in tandem for the benefit of the planet and future generations. 

Business benefit

OpenX stands out as a pioneer in the advertising industry at large and the adtech segment more specifically, not only for its innovative advertising solutions but also for its unwavering commitment to sustainability. Because the business became the first certified CarbonNeutral® advertising, technology, or media company and the first company of any kind to fulfill the SBTi Net-Zero Standard, OpenX has set a very high bar for environmental responsibility. As a result, others in the industry are following their lead increasing the impact on SDGs 12, 13, and 17. 

The company’s continued efforts to promote sustainable practices within the industry and beyond highlight the potential for businesses to drive positive change. OpenX’s journey serves as a compelling case study, illustrating how companies can align with the Sustainable Development Goals and lead the way toward a more sustainable future. As the company continues to push the boundaries of what is possible, it stands as a beacon of hope and inspiration for a more sustainable world.

Social and environmental benefit

OpenX’s achievement is not only remarkable just because it was the first, but particularly because the advertising sector has only recently started to address climate issues. Because there has been so little awareness of the scale of emissions in that sector, OpenX has played a leading role not just in setting an example, but in sharing its knowledge and experience. OpenX became an active member of the global association Ad Net Zero, which launched in 2021 to help the worldwide ad sector address emissions. Through both Ad Net Zero and on their own (for example, publishing an ebook on sustainability in adtech), OpenX has shared the details of its process so that the company’s steps, including setting SBTi net-zero targets and complying with international climate standards, are being scaled across the entire $775 billion industry. 

OpenX’s impact has been recognized across the industry, with awards including the Campaign Ad Net Zero Sustainability Best Practice Award and ExchangeWire’s Best Application of ESG Award. Their leadership continues as new environmental requirements have come into force. One example is California’s AB1305, legislation that combats greenwashing by requiring companies to publicly provide all of the third-party verification behind any “green” claim. OpenX immediately set a positive example by demonstrating how any company, particularly in the ad sector, can comply with new legal requirements. OpenX shared its insights through Ad Net Zero to enable all ad companies impacted by the new law to demonstrate compliance. This cross-sector collaboration is aligned with SDG 17, strengthening the means of implementation.

Interviews

Dr. William Wescott, Sustainability Advisor to OpenX and Chair of the Ad Net Zero Climate Science Advisory Group

Mr. Joe Worswick, Chief Sustainability Officer OpenX

Zoey Larsen, Head of Communications OpenX

John Gentry, CEO OpenX