The article discusses the substantial carbon footprint of digital advertising, which emits 7.2 million tons of CO2 annually. It emphasizes the inefficiencies in programmatic advertising, where only about 36 cents of each dollar spent effectively reaches the target audience, largely due to a convoluted system filled with intermediaries. The potential for change lies in leveraging AI to enhance transparency and reduce waste, which could simultaneously improve campaign performance and align with decarbonization efforts necessary for the UK to meet its 2050 net-zero target.
The digital advertising sector, often considered an invisible polluter, contributes to 7.2 million tons of CO2 emissions annually, challenging the UKâs net-zero goals.
Despite significant investment in digitized advertising strategies, inefficiencies in the adtech supply chain waste funds and inflate carbon emissions, signaling a need for optimization.
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