The Time to Act is Now: Reducing the internet’s carbon dioxide impact


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Since the Ad Net Zero Global Summit in 2021, a lot has happened on the digital marketing scene in terms of sustainability initiatives. However, sustainability in digital advertising is more complex than it may seem at first glance explains SeenThis

In its white paper, SeenThis explains how the internet can be thought of as a supply chain for data: while an ad is initially stored in a data centre, it travels through many different technologies before finally reaching the end-user device, where it can then be served as an ad impression. The actual carbon reduction of a given sustainability initiative depends on what share of this value chain the solution targets. For example, if the solution is only about how the ad is delivered to the end user, it may target only half of the internet supply chain, failing to address the emissions that stem from building the infrastructure itself.

The implications of this are twofold. First, it further emphasises the need for us as an industry to come together and agree on emission and reduction measurement standards for how to measure emissions and reductions. This doesn’t mean, however, that we should wait until we have all the calculations and information on the table before implementing data reduction solutions – as long as there’s some reduction in data, this also implies a reduction in carbon emissions.

By Andrew Hayward-Wright, Partnerships Director


Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content. With billions of streams served for more than 1000 brands in over 40 countries, the company is on a journey to reshape the internet — for good. Working across eight offices globally, SeenThis employees are obsessed with improving clients' performance while creating a truly high-speed and energy efficient Internet.

Posted on: Monday 9 May 2022