VIOOH, a global digital out of home (DOOH) supply-side platform, has released its carbon emissions measurement for 2022, coming in at 18% below the programmatic open web benchmark.

This initiative, in partnership with the Carbon Intelligence Platform, Cedara, a supporter of Ad Net Zero, underscores the company's commitment to sustainability and transparency in the advertising industry. Cedara's assessment reveals that VIOOH generated 0.28 grams CO2e per ad impression in 2022, undercutting the Cedara ad platform benchmark of 0.34. This measurement includes VIOOH's operations and programmatic media activity, providing a comprehensive view of the company's greenhouse gas (GHG) inventory.

To put this in context, a March 2023 KPMG study in France estimated the energy consumption of DOOH was 0.32 gCO2e, compared with a range of between 0.55-0.66 gCO2e for digital internet media. VIOOH's performance, therefore, not only falls below the industry average for DOOH but also significantly undercuts the carbon footprint of digital internet media.

"At VIOOH, we are passionate about analysing the environmental impact of VIOOH’s programmatic DOOH advertising activity. We’re proud to have achieved a lower carbon footprint than industry averages for the open web," Jean-Christophe Conti, CEO at VIOOH, stated.

Eric Shih, COO at Cedara, praised VIOOH's commitment to sustainability and transparent accountability.

"We have been impressed with VIOOH�s desire to understand the impact of prDOOH 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," he said.

Looking ahead, VIOOH plans to continue measuring its carbon impact and sharing this information with partners and clients. Since its launch in 2018, the company has expanded its programmatic trading to 22 markets, and this commitment to carbon transparency could set a new standard in these regions.