With the growing demand from consumers for products, there also comes accelerated growth in the digital advertising industry, and so does its environmental impact. With increasing reliance on data centres, programmatic ad bidding, and content delivery networks (CDNs), adtech is becoming a significant contributor to global carbon emissions. The average carbon footprint for a person in the US is 16 tonnes, according to The Nature Conservancy. Furthermore, an average digital advertising campaign released 5.4 metric tonnes of carbon into the atmosphere, according to Statista. However, industry leaders are starting to address these concerns with innovative strategies and technologies aimed at reducing their carbon footprints. “Reducing carbon footprint is still at a nascent stage in the adtech space, especially in the Indian market. Our focus has been on data optimisation and minimisation, content optimisation, and focused ad targeting to reduce the carbon footprint to a certain extent,” Mihir Mehta, managing partner, 0101, told BrandWagon Online.
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