Based on Cedara’s measurement, VIOOH generated 0.28 grams of carbon dioxide per ad impression, which is below Cedara’s advertising platform benchmark of 0.34.

The benchmark is based on programmatic open web vendor data, according to Cedara, and the data from VIOOH was drawn from business operations, media delivery, data centres and activity data from media owners.

Jean-Christophe Conti, chief executive officer at VIOOH, said: “We’re proud to have achieved a lower carbon footprint than industry averages for the open web, which clearly demonstrates the benefit of using the broadcast, one-to-many, environmentally considerate nature of programmatic DOOH.

“With DOOH being increasingly planned within multi-channel programmatic media strategies, our industry-leading sustainability credentials reinforce the many benefits that programmatic DOOH brings to advertisers looking to understand not only the effectiveness but also the environmental impact of their media mix.”

Eric Shih, chief operating officer at Cedara, said: “We have been impressed with VIOOH’s desire to understand the impact of programmatic DOOH and their commitment to sustainability and transparent accountability.

“Through proactive measures, like those adopted by VIOOH, we can all contribute to a sustainable future. It is crucial for businesses around the world to adopt regenerative corporate policies to turn the tide in our fight against the climate crisis.”