Cutting CO2 emissions by 4.5 tons — one in-view ad at a time.
The internet accounts for nearly 2% of global greenhouse gas emissions, and data transfers drive roughly 30% of that footprint. AlwaysOn Digital took a practical, measurable step to shrink that footprint — without sacrificing performance.
The Industry Challenge
The internet is a substantial contributor to pollution, accounting for nearly 2% of global greenhouse gas emissions — and data transfers alone are responsible for approximately 30% of that energy consumption. With data transfers anticipated to surge 40% by 2030, it’s become critical for companies in digital media to actively pursue strategies that minimize their environmental impact before that growth compounds the problem further.
Our Approach
By minimizing data waste and enhancing delivery efficiency, media companies can meaningfully shrink their environmental footprint without sacrificing campaign performance.
In-View Ad Delivery
Exclusively displays ads that are actually in view, eliminating wasted data transfer on impressions no one sees.
Streamlined Data Storage & Transmission
Reduced energy consumption across the full data pipeline, from storage through delivery.
Optimized Energy Sourcing
Made more efficient use of existing energy sources across the ad delivery process.
Performance Without Compromise
Cut environmental footprint while maintaining full campaign performance for clients.
How It Works
Assess Data Waste
Identified where impressions and data transfer were being wasted on out-of-view or unviewed ads.
Implement In-View-Only Delivery
Shifted to exclusively serving in-view ads and streamlined data storage and transmission.
Measure Environmental Impact
Quantified the data and emissions savings, translating them into real-world equivalents.
Environmental Impact
Reducing data waste added up to a measurable, real-world environmental impact — not just a smaller bill, but fewer tons of carbon in the atmosphere.
The Equivalent of 3 Cars Off the Road
This reduction is the equivalent of taking 3 cars off the road entirely — a concrete example of how a media partner’s operational choices can meaningfully reduce environmental impact, without asking clients to sacrifice campaign performance to get there.
