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Alliance Digitale continues its commitment to more responsible digital advertising with the publication of its Quantitative Evaluation of the Carbon Impact of Eco-Friendly Practices. This report provides a precise scoring of the environmental impact of best practices in programmatic media buying.
In 2023, Alliance Digitale published the Eco-Friendly Practice Guide for Programmatic Media Buying, followed in 2024 by a Library of Practical Cases. Today, this assessment takes things further by quantifying the carbon impact of each best practices and helping market players prioritize their actions.
This study is based on the analysis of nine best practices, modeled using the Digital Carbon Framework. Typical campaigns across Display and Video channels were simulated to accurately measure potential emission reductions. Each lever was then ranked according to its environmental impact reduction potential.
Beyond the theoretical framework, this Scoring system enables advertising professionals to make informed decisions and optimize their media strategies to reduce their carbon footprint while maximizing performance.
Adeline Gabay, Chair of the Sustainability Commission"This study has allowed us to identify the industry's priority areas: reducing the number of programmatic paths, limiting video duration and file size, and prioritizing delivery over Wi-Fi. These are concrete levers that every player can implement for more sustainable advertising."
With this assessment, Alliance Digitale provides advertisers and agencies with a solid framework to integrate eco-gestures into their media planning and drive real transformation toward more environmentally responsible digital advertising.
