GOOD-LOOPCOUNTING CARBON:HOW U.S.MARKETERS ARE TACKLINGADLAND'S CLIMATE CRISISAUGUST 2022TAKING THE TEMPERATURE OFADLAND'S CARBON PROBLEMOnline advertising has a carbon problem.As the digital adecosystem has become more complex and fragmented-fuelled primarily by the energy required to support the rise inprogrammatic advertising-the negative impact it has on theenvironment has also increased.To put it into context.the internetrepresents almost 4%of global emissions.economy.and an important point of influenceand is on track to double by 2025(source:and engagement for the public the advertisingBBC)-a hefty chunk of which is caused byindustry can play a key part in supporting thedigital advertising.charge to a net carbon zero future.A typical online ad campaign emits 5.4 tonsIn order to better understand marketers'of carbon(source:Good-Loop)-around aperceptions of the impact digital advertisingthird of what a U.S.consumer generateshas on the environment and the actions beingevery year (source:Good-Loop).while 1Mtaken to reduce carbon emissions.Good-Loopvideo impressions has the same carbonconducted a survey of more than 400 digitalfootprint as someone flying from Boston tomarketers in the U.S.and U.K..mainly fromLondon and back (source:Scope3).media agencies and brands.This report revealshow brands and agencies are tackling theproblem.the challenges faced and plans forfuture action.GOOD-LOOP'S 'COUNTING CARBON STUDY.AUGUST 2022.WWW.GOOD-LOOP.COM/GREENMEDIA2