MobileFuse Commits to Sustainability, Stands as Founding Supporter for Ad Net Zero USA Chapter

MobileFuse has made several operational changes in support of its efforts to become more sustainable. We're committed to finding new paths towards reducing our impact on the environment, and working to make the world a better place. In fact, our teams' work on emissions optimizations resulted in us  reaching carbon negative status in 2022.

We also became a founding supporter of Ad Net Zero's USA Chapter - and this is monumental for us. Ad Net Zero is an industry-wide coalition, pushing to reduce the carbon impact of developing, producing and running advertising. The focus for the USA chapter is widespread education and positive climate action across the advertising ecosystem. One of its first commitments is to deliver a US-market specific version of the Ad Net Zero Training, an online training course designed to help all advertising and marketing professionals understand the actions they can take to help tackle climate change.

“We are thrilled to welcome MobileFuse as a founding supporter of Ad Net Zero US. We are working together to drive radical collaboration to address the climate emergency that is upon us. By measuring and committing to reduce emissions, Ad Net Zero supporters can help make advertising more sustainable. I want to thank MobileFuse for their commitment”, said John Osborn, Director Ad Net Zero US.

In terms of the tactics we implemented to reduce emissions, it all started with calculating the emissions associated with: all products and services we use, the solutions we need to maintain our offerings, the impact of business travel, remote-work related emissions, and emissions stemming from ad impressions served to end users (including emissions from data centers used to deliver the ad to a screen, and emissions from the use of an end user's mobile device to view the ad).

To reduce them, we developed and deployed technical optimizations that efficiently scale servers only when needed, and reduce server-side CPU usage. We also implemented AI software that intelligently predicts when downstream partners will bid on ad opportunities. This significantly reduces unnecessary server pings going to demand-side platforms. Together, these efforts resulted in over 50% reductions in emissions associated with our server usage.

We also acknowledged that, in our switch to a fully-remote workforce, some employee-based emissions from homes should be attributed to work related activity. We conducted research and found employee energy consumption was responsible for over 44% of our total emission contributions. As such, we created an Employee Green Energy Program which assists employees in moving their non-renewable home energy supply to renewable sources. The program also reimburses our teammates for any cost difference based on the move.

“Over the last few years we've made massive strides in reducing our emissions and overall climate impact - as have the other organizations associated with Ad Net Zero.” said Ken Harlan, founder and CEO of MobileFuse. “It's important our clients and partners know MobileFuse is helping lead our industry towards cleaner processes, and doubling down on best practices that ensure a sustainable future.”