Our thinking

Carbon emissions from ads

28 March, 2025

Google has recently introduced a new carbon footprint tool for advertisers that offers detailed emissions data from its ad platforms. This tool provides brands with valuable insights into the environmental impact of their advertising campaigns, marking an essential first step in driving change by helping companies understand the consequences of their communications.

The digital advertising ecosystem relies on energy-intensive infrastructure, from data centres to real-time bidding systems. While Google is on track to operate on 24/7 carbon-free energy by 2030, much of the industry still depends on fossil-fuel-powered grids, posing a challenge for emissions reduction. However, the growing focus on sustainability within the sector presents promising signs for progress.

How advertisers respond to this data will be crucial. The industry has ambitious sustainability targets and is actively engaging with the challenge. Armed with this new information, brands are now better equipped to make more sustainable choices. With the continued efforts to decarbonise the infrastructure, Google’s tool is definitely a positive step forward, and there’s great potential for meaningful impact.

There are also interesting initiatives challenging the status quo like Purpose Disruptors, advocating for sustainable advertising practices, and AdGreen, which provides guidance on reducing carbon emissions in ad production. Alongside Google’s tool, these initiatives offer hope of a movement to a more sustainable advertising sector.

By Sirisha Venkatesh