How embracing sustainability became a strategic imperative for publishers

Eric Shih, Chief Operating Officer, Cedara

From government and industry regulatory requirements to corporate decarbonization efforts, brands and media suppliers face pressure to adopt a path to achieving zero carbon emissions — ad net zero.

The growth of digital advertising and its colossal energy consumption — from data centers to servers, from transmission networks to electronic devices — contributes significantly to carbon emissions. According to Ad Net Zero, a U.K.-based organization that seeks to help brands, agencies, publishers and ad tech companies achieve that titular outcome, the digital advertising industry represents up to 4% of global greenhouse gas emissions — double that of the airline industry. 

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