{"id":75691,"date":"2023-04-25T07:30:51","date_gmt":"2023-04-25T05:30:51","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=75691"},"modified":"2023-04-25T07:31:34","modified_gmt":"2023-04-25T05:31:34","slug":"digital-advertising-carbon-footprint","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2023\/04\/25\/digital-advertising-carbon-footprint\/","title":{"rendered":"Reducing the carbon footprint of digital advertising"},"content":{"rendered":"

Could one reduce the carbon footprint of digital advertising? When it comes to carbon emissions, digital is often criticised, and programmatic advertising in particular. How big is that footprint? And how could one minimise it? How are advertisers reacting? A recent Scope3 study sheds light on this subject. It shows that the digital marketing industry can also contribute to the common effort. This is what Fabien Omont, a representative of Adform, a Danish provider of solutions for digital advertising, told me when I interviewed him.<\/em><\/p>\n

Reducing the Carbon Footprint of Digital Advertising Isn\u2019t Mission Impossible<\/h2>\n
\"Digital
Scope3 has just released a 2023 brief that makes the case for a more responsible digital advertising industry. The link to the study is at the end of the post.<\/figcaption><\/figure>\n
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Disclosure: This podcast was produced in partnership with Ecran mobile on behalf of Adform<\/a>, an Adtech provider. We have written this post with our usual objective of independence and authenticity.<\/i><\/p>\n

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Fabien Omont<\/a> is Product Marketing Director at Adform. The Adtech company works with Scope3. The latter has just published its report on the State of Sustainable Advertising. By their own admission, Scope3<\/a> is \u2018the only company to measure end-to-end emissions from across the media and advertising supply chain\u2019.<\/p>\n

The Carbon Footprint of Digital Advertising<\/h3>\n

Scope3 has estimated the CO2 emissions from programmatic advertising at 215,000 metric tonnes of CO2 per month in 5 countries alone. These are Australia, France, Great Britain, Germany and the USA.<\/p>\n

The US Alone Accounts for Nearly Half of These Emissions<\/p><\/blockquote>\n

\"Carbon<\/a>
Scope3\u2019s measurement of the carbon footprint of digital advertising shows that it emits 215,000 tonnes of CO2 every month in 5 countries (Australia, France, the UK, Germany and the US). This would correspond to the consumption of nearly 24\u00a0million gallons of gasoline (91\u00a0million litres of petrol) each month. Click the picture to enlarge<\/figcaption><\/figure>\n

In the UK only, each month programmatic advertising emits 30.6k\u00a0metric tonnes of CO2<\/p><\/blockquote>\n

\u2018Digital advertising has become widespread,\u2019 explains Fabien. The Internet amounts to 65.15% of the overall advertising expenditure for a worldwide \u00a0total of over US$550 billion. This is indeed considerable.<\/p>\n