By Alberto Pardo, Adsmovil
In 2023, we saw the hottest year on record; however, experts are already predicting 2024 will beat 2023’s extremely high temperatures as the world continues to warm. All industries should be taking action to avoid or limit the effects of climate change, and the digital advertising industry is no exception as its environmental impact is substantial.
Research suggests that digital advertising could contribute as much as 2% of global carbon emissions by 2025, with the U.S. alone accounting for nearly half of them. These carbon emissions are driven primarily by the sheer volume of internet traffic dedicated to both ads and their respective tracking. Digital advertising (including display advertising and streaming) emits 7.2 million metric tons of carbon emissions annually, the equivalent of yearly electricity usage for 1.4 million U.S. households.
As members of this industry, we can’t neglect these numbers any longer. The first critical component toward reducing the carbon footprint of digital advertising is to quantify the carbon footprint of ad campaigns from their creation to end-user interaction.
Scope3, a company that measures end-to-end emissions from across the media and advertising supply chain, looks at the devices that internet users use to consume content, content distribution overall, bandwidth usage and the ad section where the ad will appear – key drivers in the carbon footprint of digital ads. Additionally, many times digital ads rely on video, high-resolution images and intricate coding – all driving the energy expenditure associated with our industry.
Compensating for these discharges is a necessary first step for all ad tech companies, not only for sound corporate responsibility, but also because the future belongs to companies that implement environmental sustainability strategies. Requests for proposals now often include questions about the service provider’s carbon footprint and overall imprint of an advertising campaign.
In addition, we may see new regulations to better manage the impact of ad tech campaigns on climate change. Finally, clients, brands, consumers and employees are looking at the corporate values espoused by companies prior to partnering with them. Ad tech companies must act if they are to maintain their competitiveness.
There are various ways to reduce a carbon footprint, from decreasing air and ground transportation to more efficient ad servers, utilizing cloud storage and optimizing ad or video content. There are also simple solutions, such as using SVG files instead of JPG and PNG, that can make a significant difference in reducing file size and carbon usage.
In addition, investing in carbon offsetting can help compensate for any remaining emissions, helping to create a path to net zero. Gold Standard offsets provide certified carbon credits, allowing companies to purchase the “outcome” of an emissions-reducing project, such as helping reforest damaged ecosystems.
Brands favor partners that are sustainable – positively impacting the industry, the planet and their respective fields. It’s time to recalibrate our digital media plans and deliver net zero, and the advertising industry needs to take steps to conserve our environment. We are all responsible for safeguarding this sacred earth we call home.
Alberto Pardo is the CEO and founder of Adsmovil, a Hispanic, digital first, multimedia company based in South Florida.
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