VIOOH prDOOH Carbon Impact

At VIOOH, we are transparent in sharing our programmatic DOOH carbon impact, to enable media buyers to make an informed decision about which channels and providers to use when selecting media.

VIOOH has worked closely with two external providers - Cedara and Scope 3 - on a comprehensive greenhouse gas (GHG) inventory assessment across our operations, including programmatic media activity, which contributes the majority of emissions.

As part of the measurement process, data sets from VIOOH’s business operations as well as activity data from media delivery, data centres, and media owners, were examined. The number of bid requests, responses, and their file size were included to accurately estimate emissions from programmatic delivery, in addition to accounting for data centre and network use.

In June 2024, Ad Net Zero (ANZ) published the first iteration of its Global Media Sustainability Framework - a series of voluntary industry standards to improve consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor and cinema channels. 

VIOOH's calculations are using the GMSF, enabling robust comparison across media channels. You can see our most recent full year calculation here. 

The 2023 full year emissions intensity compares favourably vs initial industry benchmarks of 3.6g CO2e per impression for programmatic display, and 4.8g CO2e per impression for programmatic video. 

This means that programmatic DOOH (prDOOH) with VIOOH is on average more than 10x carbon emission efficient compared with programmatic display, due to its broadcast nature and far less complex supply chain.