VIOOH, a global digital out of home supply-side platform, announced that its 2023 full-year emissions intensity was below 0.35 grams CO2e per ad impression.
VIOOH, a global digital out of home supply-side platform, announced that its 2023 full-year emissions intensity was below 0.35 grams CO2e per ad impression, according to a press release.
The calculations were derived in collaboration with VIOOH’s sustainability partner Cedara, the Carbon Intelligence Platform, which is a supporter of the Ad Net Zero Global Media Sustainability Framework, a global sustainability initiative.
The VIOOH 2023 numbers compare with initial industry benchmarks of 3.6g CO2e per impression for programmatic display and 4.8g CO2e per impression for programmatic video.
«It’s incredibly important to track the environmental impact of VIOOH’s programmatic DOOH advertising activity,» Jean-Christophe Conti, CEO at VIOOH, said in the release. «We are pleased to now have our second full year calculation, showing that once again, buying DOOH programmatically through VIOOH provides a clear point of difference for advertisers seeking to make more sustainable media choices. As a brand safe, fraud-free, broadcast media channel compatible with multi-channel programmatic strategies, prDOOH is not only an effective tool for advertisers in terms of branding and performance, but also one which supports an environmentally conscious choice in the media mix.»
«We are impressed with VIOOH’s continued commitment to transparent accountability and desire to understand the impact of prDOOH [programmatic digital OOH],» David Shaw, CEO and co-founder at Cedara, said in the release. «VIOOH is helping to lead the way for brands who want to make more sustainable choices for their advertising. Only through proactive measures, like those adopted by VIOOH, can we contribute to a net zero future.»