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Green IO

#30 - Can Digital Marketing be low-carbon? with Audrey Danthony and Diarmuid Gill

Dec 19, 2023
"Can Digital Marketing be low-carbon?" features guests Audrey Danthony and Diarmuid Gill, experts in AdTech with a passion for Sustainability. They delve into the environmental impact of digital marketing, highlighting the huge carbon footprint of digital campaigns. They discuss measurement strategies, evaluation of environmental impacts, and the importance of investing in low-carbon practices. Code refactoring, measuring carbon emissions, and tips to reduce carbon footprint in digital marketing are also explored. The podcast ends on an optimistic note, emphasizing the role of technological innovation and student involvement in sustainability.
59:14

Podcast summary created with Snipd AI

Quick takeaways

  • The evaluation of greenhouse gas emissions in digital advertising involves considering the impact of servers, devices, and networks, with an emphasis on evaluating end-user devices as significant contributors to emissions.
  • Digital advertising accounts for a significant chunk of global advertising investment and emissions, with trillions of ads delivered daily and emissions equivalent to 60 million round trips from London to New York, highlighting the urgent need for action and optimization in the industry to reduce its environmental impact.

Deep dives

Evaluation of greenhouse gas emissions in digital advertising

In this podcast episode, Audrey and Jarmet discuss the evaluation of greenhouse gas emissions in digital advertising. Audrey explains the evaluation process, which involves considering the impact of servers, devices, and networks. She emphasizes the importance of evaluating not just the servers, but also the end-user devices, as they contribute significantly to emissions. The evaluation takes into account electricity consumption and the carbon intensity of electricity. Jarmet adds that there is a need for industry standards and measurement frameworks to have consistent and comparable metrics for carbon emissions. They discuss the baseline evaluation, optimization of creatives, and the reduction of electricity consumption as effective ways to mitigate emissions in digital advertising.

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