Take action.
The topic of carbon emissions has been prominent for some time, and it has finally entered discussions within the advertising ecosystem. Advertising is responsible for a staggering 3.5% of all greenhouse gas emissions, with a single ad campaign generating the equivalent of 70 tons of CO2—roughly the amount released by seven people over a year.
The advertising ecosystem has opportunities to optimize its operations and improve its carbon footprint. This project aimed to research existing solutions in the market specifically designed to reduce emissions in display advertising. It drew on studies conducted by industry leaders and market pioneers.
Pillars of carbon emissions in digital advertising
-
![]()
8,9 %
Distribution of Creative Materials
-
![]()
10,1%
Media Distribution
-
![]()
20,3%
Consumer Device Emissions
-
![]()
60,7%
Advertisement Distribution
What was the project about?
Together with vendors Alma, Adform, and SeenThis — whom I have collaborated with for several years in digital advertising—
I prepared a case study that illustrates effective solutions to the challenges within display advertising, drawing on their insights and pioneering methodologies.
The project was presented at the Markkinointikollektiivi seminar, where it received positive feedback and sparked further discussions.
This Morning Coffee Show is about the newest and hottest topic on the market, lowering the carbon footprint of programmatic advertising.
Interest in the topic was rising.
Following the growing discussion around this topic in the media industry, I had the opportunity to participate in Alma's 'Spotlight' series, featuring insights from industry voices and experts. We explored the intricacies of programmatic buying, its future, and the surge of carbon reduction efforts in display and video advertising.