VIOOH, a prominent global digital out-of-home (DOOH) supply-side platform, recently announced its carbon emissions for 2023, revealing emissions significantly below industry averages for programmatic advertising. Working in partnership with Cedara, a carbon intelligence platform, VIOOH reported an emissions intensity under 0.35 grams of CO2 equivalent (CO2e) per ad impression—an efficiency over ten times greater than current programmatic benchmarks.
The emission figures, calculated under the Ad Net Zero Global Media Sustainability Framework (GMSF), align with a growing industry focus on sustainable advertising. By comparison, average emissions for programmatic display ads are reported at 3.6g CO2e per impression, with programmatic video ads averaging 4.8g CO2e per impression. VIOOH’s reduced emissions highlight the efficiency of programmatic DOOH, which, due to its broadcast nature and simpler supply chain, operates with a lower carbon footprint compared to other digital formats.
VIOOH’s State of the Nation 2024 report indicates rising awareness among marketers regarding the environmental benefits of programmatic DOOH, with 62% recognizing its eco-efficiency. However, only 31% currently prioritize sustainability when selecting media channels, pointing to an opportunity for expanded sustainable practices in digital advertising.
Jean-Christophe Conti, CEO of VIOOH, stated, “Tracking emissions from our programmatic DOOH activities is essential. These latest metrics show programmatic DOOH as a viable option for brands looking to balance reach and sustainability in their campaigns.”
David Shaw, CEO of Cedara, commended VIOOH’s sustainability measures. “VIOOH’s approach to transparent emissions tracking reflects an active commitment to sustainable advertising, setting an example for brands that want to make environmentally conscious choices.”
Cedara’s calculations included data from various operations—media delivery, data centers, media ownership, and detailed log-level bidstream information—to ensure accuracy. The data was aligned with the updated GMSF, which incorporates the SRI & Alliance Digitale framework’s industry default values.
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