The Carbon Edge: How Sustainability Initiatives Drive Business Success in Digital Advertising

By Jon Schulz, Chief Marketing Officer, Viant Technology

In a world where resources and energy are increasingly in demand, sustainability isn’t just an option — it’s a business imperative. The digital advertising industry, like every sector, must step up and take responsibility to decrease its carbon footprint. 

Yet, the work of “going green” may not be as straightforward in digital advertising as other sectors, say transportation or manufacturing. 

At Viant, we’ve taken the challenge and have made significant strides, achieving carbon neutrality across our Demand-Side Platform (DSP) and programmatic supply chain. This milestone is rooted in one critical but overlooked element — accurate carbon measurement. Without reliable data on emissions, any efforts to mitigate them are akin to navigating without a map.

As the tech industry strives to reach net zero, here are key points to guide industry leaders as they reinvent their businesses and playbooks. 

Waking Up to the Hidden Carbon Cost of Digital Ads

You can’t manage what you can’t measure. Yet, when tracking business KPIs, the tremendous resources used to power digital ads are often ignored. 

Digital advertising creates its carbon footprint through computing and storage which is amplified with the emergence of AI, resulting in high electricity consumption and emissions. Emissions from the digital advertising sector may not be as visible as those from aviation or agriculture, but they are significant, accounting for approximately 3.5% of global carbon emissions. This figure is growing at 6% annually, with the daily carbon impact of digital ads equivalent to that of hundreds, if not thousands, of international flights.

Despite growing awareness of the urgency surrounding sustainability, the IAB’s “State of Readiness: Sustainability in Digital Advertising” report reveals a critical gap: While 55% of respondents believe their company has made significant progress toward carbon reduction, 51% admit they do not measure emissions from digital ads. This paradox highlights that although many in the digital advertising sector aim to be sustainable, the majority have not yet taken the crucial first step: measuring their carbon emissions.

Unmasking Carbon Emissions: The Power of Data Partnerships

Achieving carbon neutrality starts with understanding and accurately measuring the carbon emissions that a company aims to offset. Partnering with a reputable third-party measurement provider can help leaders gain a comprehensive view of their emissions.

At Viant, we leverage data from trusted industry leaders like Scope3 and Cedara. Scope3 builds a detailed measurement model of an ad’s carbon footprint, covering both campaign and creative aspects. Cedara measures media investment emissions and provides actionable insights utilizing industry frameworks and recommendations.

Together, Cedara’s platform and Scope3’s data give a holistic view of emissions in digital advertising, making our measurements precise and reduction strategies effective. The more validation points available, the sturdier and more reliable the emissions data becomes.

Armed with accurate data on our emissions, we are then able to take decisive action to neutralize them. Through our flagship Adtricity® program, Viant commits to powering every ad campaign in the Viant DSP with 100% renewable energy. This initiative extends to neutralizing the carbon emissions across our entire programmatic supply chain, from supply-side platforms (SSPs) to publisher emissions.  

Sustainable Messaging: Capturing the Eco-Conscious Market

Consumers are increasingly demanding transparency and action on sustainability from the brands they support. They crave tangible proof of a company’s environmental stewardship. According to data from eMarketer, 55% of U.S. adults believe businesses should publicly commit to sustainability.

At Viant, we responded by adding a carbon label or “green leaf icon” to ads delivered through our DSP, indicating the ad was placed using 100% renewable energy. In just our first month of the program, this icon has appeared on over 2.6 billion impressions, covering 98% of all Viant display impressions. Interest is high, with over 238,000 hovers over the icon, showing a strong consumer desire and appetite  to engage with sustainable brands. Moving towards a sustainable business model not only builds trust and loyalty but also excites and attracts consumers who value genuine green commitment. This underscores that sustainable practices and business success aren’t mutually exclusive. In fact, they’re directly correlated. 

Green Goals Become Real Results

A real commitment to sustainability not only boosts positive brand perception but also drives tangible impact. Our Adtricity program allows advertisers using the Viant DSP to earn renewable energy credits (RECs), helping them meet their sustainability goals while supporting U.S. clean energy production. Media investments with Viant generate these credits at no extra cost to advertisers. In 2023 alone, 36,883 RECs were delivered via the Viant DSP, or 36,883,000 kilowatt hours avoided. Put simply, the amount of carbon emissions avoided through the Viant DSP are equivalent to avoiding the emissions from 6,132 gasoline-powered vehicles driven for one year.

Ultimately, the importance of carbon measurement in digital advertising cannot be overstated. It is the foundation upon which effective carbon neutrality efforts are built. At Viant, we have demonstrated that with accurate data and strategic partnerships, it is possible to make significant strides in sustainability, and this progress is not only beneficial to our planet, but to our business and the advertisers we serve. As we continue to innovate and lead in sustainability, we invite our partners and the industry at large to join us in this crucial endeavor.