VIOOH says carbon emissions per advert impression in 2022 were 18% below the programmatic open web benchmark.

The London firm, which featured on our MarTech 50 ranking this year, said publicly revealing its impression intensity carbon emissions (grams CO2e) per ad impression was an industry-first for a programmatic digital out-of-home advertising player.

It has also announced a partnership with carbon intelligence platform Cedara, a supporter of Ad Net Zero. 

Based on Cedara’s measurement, VIOOH generated 0.28 grams CO2e per ad impression in 2022, well below the Cedara ad platform benchmark of 0.34, which is based on programmatic open web vendor data. VIOOH worked closely with Cedara on a comprehensive greenhouse gas (GHG) inventory assessment across its operations, including programmatic media activity, which contributes the majority of Scope 3 emissions. 

As part of its measurement process, Cedara not only analysed data sets from business operations, but also activity data from media delivery, data centres, and media owners, amongst others.

As a comparison with other media channels, a March 2023 KPMG study in France of energy performance estimated that the energy consumption of DOOH was 0.32 gCO2e, compared with a range of between 0.55-0.66 gCO2e for digital internet media, based on a calculation per audience impression.


“At VIOOH, we are passionate about analysing the environmental impact of VIOOH’s programmatic DOOH advertising activity,” said Jean-Christophe Conti, CEO at VIOOH. 

“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 prDOOH. 

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

Eric Shih, COO at Cedara, added: “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.”

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