Why greener media starts with smarter delivery

Sustainability has long been part of the media conversation. Not always front and centre, but always important. Today though, it’s moved from a discussion point to a vital component of how our industry moves forward. For regulators and industry bodies, it’s a priority. And for brands and agencies, it’s become about asking the right question: how can we make media greener? Sustainability isn’t a side note anymore, it’s the brief. 

But here’s the catch: in the race to meet sustainability targets, many solutions focus on offsetting carbon, rather than addressing the emissions at their source. Planting trees is good but it doesn’t solve the fact that billions of ad impressions carry a carbon cost every single day. 

And the cost of this stacks up fast. 

The digital cost of carbon

Every digital ad has a footprint. Every time a creative loads, data is transferred - and that data transfer consumes energy. The heavier the creative file, the higher the emissions. Multiply that by billions of impressions, and the impact quickly builds up.

The irony? Often, the heaviest files don’t even get seen. Slow load times lead to lost attention, wasted impressions, and unnecessary carbon.

This is where we need a shift in mindset. True sustainability in advertising isn’t just about balancing the books with offsets. The real impact is in reducing emissions before they happen. And efficiency is the lever that makes it possible.

A new way to deliver

By cutting unnecessary data transfers, brands not only lower their carbon footprint but also deliver better experiences and stronger campaign results. It’s a rare case where what’s good for the planet is also good for performance. And with no creative compromise.

At SeenThis, our adaptive streaming technology reduces file sizes by streaming in real time, rather than relying on pre-loaded, heavy assets. The result? Faster ads, lighter data transfer, and lower emissions - all while maintaining full creative quality.

The proof is in the pudding

Brands are already proving that sustainability and performance go hand in hand with use of SeenThis technology. 

• Audi avoided 10% CO2 emissions (see here)
• Spotify achieved 74% data wastage avoidance from creative delivery (see here)
• Unilever and Dove saw 70% lower data waste with SeenThis streaming technology (here)

Greener delivery doesn’t just reduce emissions, it drives measurable business results. Brands are further proving this point: Audi doubled its click-through rate, while Unilever and Dove achieved a 245% uplift in CTR.

Going greener doesn’t mean compromise. Agencies can meet sustainability KPIs while demonstrating efficiency gains. Brands can align with wider ESG commitments without sacrificing creativity. Publishers and retailers can offer advertisers inventory that performs better and carries a lighter footprint.

It's time to do better.

Sustainability in advertising isn’t about doing less. It’s about doing it smarter. By moving beyond offsets and inserting efficiency into delivery itself, we can reduce waste, cut emissions, and make every impression work smarter. 

You will be amazed at the results. We can guarantee that.