Big advertisers are discovering their digital-advertising campaigns carry a huge carbon tax. Presented by SchneiderElec.
and Heineken are also in the early stages of determining the environmental impact of their digital spending.Some experts think the marketing industry has a long way to go in quantifying and reducing its carbon footprint.Environmental impact assessment of online advertising
Scope3, a startup that measures the carbon footprint of digital ads, said The Trade Desk, an adtech giant, eliminated nearly 5,400 tons of carbon a year by shutting off Google's Open Bidding ad-auction platform. Scope3 calculated that if every ad company stopped buying ads using Open Bidding, it would save 100,000 metric tons of carbon a year — the same as taking 20,000 cars off the road. Google didn't respond to Insider's requests for comment.
, saying the move decreased inefficiencies in the bidding process for advertisers — even though sustainability might not have been its original goal. Yet there aren't many global benchmarks and standards for marketers to follow, and others aren't keen to go public with their own numbers first.
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