DNP Teams Up with Scope3 to Advance Sustainable Digital Advertising in Japan
New Offer Launches in June Following Successful CO-OP Tohoku Pilot
Jul 1, 2025
Tokyo, Japan – July 1, 2024 – Dai Nippon Printing Co., Ltd. (DNP), today announced a strategic partnership with Scope3, the agentic media platform driving safe and sustainable growth for brands. This collaboration brings Scope3’s sustainability intelligence and emissions data to DNP’s digital advertising offering, empowering brands to visualize, measure, and reduce the carbon footprint of their campaigns.
Through this partnership, DNP will offer clients emissions insights powered by Scope3’s granular measurement model and apply a custom carbon algorithm built using Scope3 data designed to drive carbon reduction and improve efficiency. This capability was successfully piloted in DNP’s recent CO-OP Tohoku campaign, which achieved an 87% reduction in emissions compared to a prior activation, alongside improved performance outcomes, including 21% higher click-through rates (CTR) and a 23% reduction in cost per acquisition (CPA)
[Aims and overview of the new service]
Digital advertising distribution consumes enormous amounts of energy, from running content distribution servers and communications to the type of advertising content, leading to greenhouse gas (GHG) emissions. In response to these issues, DNP has been offering environmentally friendly digital advertising "DNP GreenAD" *1 since 2023, which prioritizes distribution to advertising media with high branding effects and offsets emissions through the purchase of carbon removal project credits. Now, in collaboration with Scope3, DNP will expand its lineup of environmentally friendly digital advertising services, further supporting the resolution of issues faced by customers who aim to achieve both advertising delivery effectiveness and CO₂ emission reductions.
[Features of services provided in collaboration with Scope 3]
DNP, in collaboration with Scope 3, will provide new services, "Custom Carbon Algorithm" and "GMP+," which enable precise measurement and reduction of CO₂ emissions.
- Custom Carbon Algorithm: Based on detailed information such as ad size and distribution area, we identify energy-intensive processes in real time and select the optimal distribution method.
- GMP+: Optimizes delivery destinations on an ad space basis, such as avoiding delivery to ad spaces and websites with high CO₂ emissions.
- By combining these two services, we can achieve high advertising effectiveness while reducing CO₂ emissions.
■ Overview of trial operation at Coop Tohoku
DNP conducted a trial of the "Custom Carbon Algorithm" for Co-op Tohoku's advertising distribution from May 16 to June 15, 2025. In the trial, ads were distributed with the same budget, distribution days, and targeting as the company's advertising distribution conducted last year, and CO₂ emissions and advertising effectiveness were measured based on Scope 3's calculation algorithm, confirming the following effects:
○CO₂ emissions: 87% reduction *Comparison of CO₂ emissions per 1,000 advertisement impressions
○CTR: 21% improvement *The percentage of times the ad was clicked out of the number of times the ad was displayed
○ CPA: 23% decrease *Cost per member acquisition
This result shows that it is possible to reduce environmental impact and improve advertising effectiveness by streamlining the selection and distribution of advertising slots.In particular, efficient advertising operations were achieved by prioritizing high-value advertising slots and limiting distribution to sites with high CO₂ emissions and low advertising effectiveness (Media For Advertising).
Comment from Kenichi Izawa, Hybrid Marketing Center Information Innovation Operations Dai Nippon Printing Co., Ltd.
As digital advertising evolves, there is a growing demand for both reducing CO₂ emissions and improving advertising effectiveness. Through collaboration with Scope 3, DNP will strengthen its support for sustainable marketing activities by identifying waste in customers' digital advertising distribution and reducing CO₂ emissions.
Comment from June Cheung, Head of Asia Pacific at Scope3
DNP's efforts reflect a deep understanding that sustainability in digital advertising also leads to improved performance. By integrating digital advertising with emissions data, we can eliminate waste, improve advertising effectiveness, and create value for both advertisers and the planet.
Going Forward
DNP will provide this service in collaboration with Scope3 and its capital and business partner, Geschel *2, aiming for cumulative sales of 5 billion yen, including related services, by fiscal year 2030. DNP will combine and provide a variety of digital advertising services tailored to the needs of advertisers, and will also work to expand and enhance their functionality.
■Scope3社について（https://scope3.com/home）
Scope3 makes media more effective, driving safe and sustainable growth. The company's agentic media platform helps brands and agencies leverage AI-powered decisioning to eliminate waste, improve brand safety, and optimise for sustainability across all digital channels. Hundreds of the world's top brands and agencies partner with Scope3 to maximise the impact of their media investments.
＊1 環境配慮型デジタル広告「DNP GreenAD」、OpenXと連携しサービス提供 → https://www.dnp.co.jp/news/detail/20169279_1587.html
＊2 大日本印刷とゲシェルが資本業務提携 デジタルマーケティング支援サービスを拡大 → https://www.dnp.co.jp/news/detail/20176379_1587.html
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