When it comes to accurately measuring and reducing the carbon footprint of digital ad campaigns, the clock is ticking on the global marketing industry. According to a recent report from Dentsu and Microsoft Advertising, more than three quarters of consumers say that, in five years time, they only want to be spending money on brands that practise sustainable advertising. What’s more, 42% of respondents to the same study thought brands should provide clear, comparable information on the environmental impact of their products and marketing activities.
Unfortunately, working out the true environmental cost of a digital ad campaign is a complex...