How to Reduce the Carbon Footprint of Your Digital Ad Campaigns
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As digital advertising continues to grow in popularity, so too does the need to consider the environmental impact of these campaigns. A recent report from Dentsu and Microsoft Advertising sheds some light on the subject, highlighting both the challenges and opportunities of reducing the carbon footprint of digital ad campaigns.
The report, which is based on a survey of 200 marketing professionals in the UK, US, France, and Germany, found that while 71% of respondents believe that brands have a responsibility to reduce their carbon footprint, only 26% are currently measuring the carbon footprint of their digital ad campaigns. The complexity of measuring the carbon footprint of digital ad campaigns was cited as the primary reason for this lack of measurement, with 62% of respondents saying that they find it “very difficult” or “somewhat difficult” to do so.
As digital advertisers look for ways to reduce their carbon footprint, there are a few key areas that they should focus on:
- Efficient Use of Data: One of the most important things brand advertisers can do to reduce their carbon footprint is to use data efficiently. This means using data only when absolutely necessary and avoiding unnecessarily large data sets that require more energy to process. In addition, advertisers should look for ways to optimize their data usage through things like data compression and caching.
- Optimized Ad Delivery: Another way brand advertisers can reduce their carbon footprint is by ensuring that their ads are delivered efficiently. This means avoiding over-delivery of ads and using ad delivery optimization tools to ensure that ads are only delivered to those who are likely to engage with them.
- Reduced Ad Load: Finally, brand advertisers can reduce their carbon footprint by reducing the overall ad load on their website or app. This can be done by limiting the number of ads served per page or per session and by using AdBlock detection tools to avoid serving ads to users who have adblocking enabled.
As digital advertising continues to grow, it’s important for brand advertisers to consider the environmental impact of their campaigns. While measuring the carbon footprint of digital ad campaigns can be complex, there are a few key things brand advertisers can do to reduce their impact, including efficient use of data, optimized ad delivery, and reduced ad load. By taking these steps, brand advertisers can help make a difference in the fight against climate change.