Despite the efforts of companies and governments to combat climate change, there is still a significant gap between their commitments and actions. Silverpush, the leader in contextual advertising, is taking action to reduce its carbon footprint with its advanced AI technology. The company saved 1,000 tons of CO2 equivalent on the network.
Digital initiatives, including advertising and content consumption, contribute 3.5% to global greenhouse gas emissions and are growing 6% year-on-year, surpassing the industry’s 2.5% air. (Read more)
To better understand the impact, it’s important to note that the emissions produced when serving one million ad impressions is equivalent to one ton of carbon dioxide, which is equivalent to the emissions due to a return flight. between Boston and London generated for one passenger. Targeting specific audiences in digital advertising contributes to a high carbon footprint.
Traditional targeting methods can yield high impressions, but they often lead to wasted impressions due to random ad placement and targeting the wrong audience.
Contextual targeting allows brands to be more effective in their campaigns, reducing the number of impressions needed by 20-25% compared to audience targeting and reducing the carbon footprint of their campaigns. advertising campaigns without reducing reach.
Silverpush’s cutting-edge AI technology has been able to deliver more than 4 billion relevant impressions to over 4,000 campaigns for Fortune 500 brands over the past two years. The use of contextual targeting in these campaigns resulted in a 1000 tons reduction in CO2eq emissions.
“Silverpush provides precise and detailed targeting options, enabling brands to achieve their business objectives while managing the carbon emissions of their campaigns. By delivering relevant ads, contextual targeting can improve the efficiency of advertising campaigns and decrease the number of ads displayed to users. This also reduces the energy consumption of servers and devices used to deliver ads, ultimately lowering the carbon emissions,”
Kartik Mehta, Chief Revenue & Operating Officer at Silverpush.