Climate Confident The Hidden Emissions Cost of Digital Advertising
Most people don’t think about carbon emissions when they think about the internet—let alone digital advertising. But here’s the kicker: the ad tech ecosystem is responsible for roughly the same emissions as the global aviation sector. Yes, really.
In this episode of the Climate Confident podcast, I spoke with Frank Maguire, SVP of Product Marketing & Sustainability at Equativ (formerly Sharethrough), about the often-overlooked climate impact of digital ads. We broke down how every impression, bid, and page refresh contributes to a complex, energy-intensive infrastructure—and what’s actually being done to clean it up.
Frank shared how programmatic advertising works, why the auction-based model generates such high emissions, and what’s being done to make ad delivery more efficient. We explored GreenPMPs (Private Marketplaces) that strip out high-emission inventory while improving performance, the role of AI in optimising and complicating emissions, and why industry collaboration is key.
We also discussed how regulation like the EU’s CSRD is pushing companies to measure and act on their digital carbon footprint—and why that matters for brands, platforms, and consumers alike.
If you’ve ever wondered how something as invisible as online ads can have a tangible climate impact—or how business can respond—this episode unpacks it all.
Listen now to learn how the ad tech world is confronting its emissions problem, and what it means for sustainability in digital infrastructure.
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