Impact Plus Releases Guide to Cut Digital Ad Carbon Footprint Without Harming Performance

Leading sustaintech solution Impact Plus today (March 19th, 2025) launched a step-by-step guide on how brands can minimise the environmental impact of their online ads. 

 “Sustainability Simplified: Decarbonising Your Digital Campaigns at Scale” provides advertisers with easy-to-follow checklists to evaluate, reduce, and manage the carbon impact of their digital advertising over time, without compromising their marketing performance. 

To avoid surpassing dangerous global warming thresholds and to meet the goals of the Paris Agreement, companies need to reduce carbon emissions by 43% by 2030. Online ads contribute significantly to global GHG emissions. The internet, including connected devices and supporting systems, has now surpassed the aviation industry as one of the main contributors to global emissions — accounting for nearly 4% of total emissions.   

A significant portion of these emissions comes from digital advertising. In fact, an online ad campaign with 5 million impressions can emit as many greenhouse gas (GHG) emissions as a round-trip flight from Paris to Los Angeles (source: benchmark Impact Plus). 

Impact Plus created the new guide, designed for anyone committed to reducing the long-term environmental impact of their online ad campaigns, to demystify the process of making digital advertising more sustainable.  

It provides brand marketers with simple steps to follow to help them hit their sustainability targets. The new report also includes case studies from companies that work with Impact Plus to show the impact specific actions can have on reducing emissions. 

Impact Plus CEO and founder Vincent Villaret said: "Many brands we've spoken with want to improve the sustainability of their digital advertising but are unsure where to start. Because sustainability is a nascent area in digital marketing, with unfamiliar terms, we created this guide to simplify the process of driving real, sustainable change. 

“It's a practical resource for brands to focus on the actions that matter most, with step-by-step guidance on evaluating the environmental impact of online ads, reducing emissions, and scaling sustainable practices across campaigns and markets." 

Impact Plus is a global pioneer in providing solutions for advertisers looking to reduce the carbon emissions generated by their online ad campaigns. As well as providing the tech to evaluate the environmental impact of their online ads, the company’s team of sustainability and media analysts also guide brands through the step-by-step process of decarbonising their digital advertising. 

To download "Sustainability Simplified: Decarbonising Your Digital Campaigns at Scale", click here.