Adnuntius saves emissions by 98%!
Adnuntius reports CO2e emissions intensity of 0.08 grams per ad impression, compared to the programmatic benchmark of 4.24 grams. That amounts to just 2% of the normal emissions.
In late 2024, we began a partnership with Cedara, the Carbon Intelligence Platform, a company that measures emissions according to global industry standards including the Global Media Sustainability Framework (GMSF), and helps businesses reduce their overall emissions. Cedara is used by major companies in digital advertising, such as OpenX, Outbrain, Showheroes, and many more.
The results are in: Compared to programmatic players in the industry, Adnuntius’ emissions intensity is just a fraction of those of other Adtech companies. Even in relation to direct advertising, which is significantly more energy-efficient, we save emissions by 88% (from the standard of 0.66 grams of CO2e per impression).
According to Ad Net Zero, a global initiative aimed at reducing emissions from the advertising industry, marketing is estimated to account for up to 4% of global greenhouse gas emissions. This is equivalent to the emissions from nearly 350 million gasoline-powered cars driven for one year.
So far Adnuntius saves, per year, emissions equivalent to nearly 3,000 gasoline-powered cars driven for one year (using https://www.epa.gov/energy/greenhouse-gas-equivalencies-calculator as calculator).
In digital advertising, the value chain represents the majority of emissions, and our unique simplification and improvement of this process make this news unsurprising, yet still exciting. The results place us at the top of the list of sustainability efforts for those looking to reduce emissions.
Through our partnership with Cedara we will also, very soon, ensure that both publishers and ad buyers have a full overview over their emissions and how much they save by using Adnuntius.
About Cedara:
Cedara, The Carbon Intelligence Platform, is dedicated to decarbonizing the media industry. Through its powerful suite of solutions, Cedara enables media companies to measure and reduce carbon emissions across their operations and advertising campaigns—paving the way toward Ad Net Zero.
By mapping carbon intensity across the entire media supply chain, Cedara equips investment teams with the insights needed to make data-driven, sustainable decisions and drive meaningful decarbonization. Our high-impact approach empowers businesses and their partners to take action, accelerating the transition to a net zero economy.
Founded in 2021, Cedara is headquartered in New York City, with offices in the US, UK, France, Germany, and Australia. Learn more at cedara.io.
About Adnuntius:
Adnuntius simplifies the digital advertising supply chain, ensuring more effective ad spending and transparency to ad buyers and sellers. With its unique solution the Adnuntius platform also enables its customers to employ features like AI-based targeting, attention optimization algorithms, streaming and high impact formats to obtain unbeatable campaign results. Founded in 2016, Adnuntius is headquartered in Oslo, Norway, with offices in Sweden, Denmark, Germany and Australia.
More about the measurement (GMSF):
GMSF v1.1 industry benchmarks leverage industry default values from the SRI & Alliance Digitale framework, since the GMSF has yet to define default values in their framework. The SRI & Alliance Digitale framework has served as the foundation for the GMSF methodology for Digital.