GumGum claims up to 90% lower carbon emissions per ad served

GumGum has reported that its digital advertising operations are delivering up to 90% greater carbon efficiency in emissions per ad impression compared to current industry benchmarks.

The company released new figures, verified by Cedara and calculated using the Global Media Sustainability Framework (GMSF), showing that its ads generate 0.48 grams of CO2 equivalent (CO2e) per impression, well below the industry average of 2.45 grams. The carbon intensity is even lower for direct ads, with just 0.06 grams of CO2e per impression compared to the benchmark of 0.66 grams.

For programmatic advertising, which utilises automated auctions, GumGum reported a carbon footprint of 0.67 grams of CO2 per impression. The industry benchmark for this category stands at 4.24 grams, indicating a reduction in emissions of nearly 85% for GumGum's programmatic ad delivery.

The company's direct ad placements, arranged directly with publishers, showed a 90% improvement in carbon efficiency, with emissions of 0.06 grams per impression relative to the 0.66-gram industry standard.

In video advertising, GumGum reported an intensity of 1.74 grams per impression for programmatic video and 1.03 grams for direct video. The respective industry benchmarks are 4.83 grams and 1.25 grams per impression, according to the same data.

Kara Petrocelli, Senior Director of Platform Operations at GumGum, commented: "Sustainability in digital advertising isn't a future goal - it's something we're delivering today. We're proving that brands and publishers don't have to compromise between performance and sustainability. By optimising bidstream efficiencies and data centres, removing certain inventory type classifications like MFAs, and embracing contextual solutions, we're not just reducing emissions - we're setting a new standard for responsible advertising."

The carbon efficiency figures are based on the GMSF, a methodology released by the World Federation of Advertisers (WFA) and Ad Net Zero in June 2024. The GMSF offers what the company describes as a holistic and more consistent framework for measuring carbon emissions from media, allowing for more accurate comparison between companies and campaigns.

Eric Shih, Chief Operating Officer at Cedara, said: "The advertising industry is increasingly shifting toward more sustainable media practices, and GumGum is setting a powerful example of what's possible. GumGum has achieved one of the lowest carbon intensities we've seen in digital advertising. Their ability to reduce emissions by 90% compared to industry benchmarks demonstrates how data-driven decision-making can drive both sustainability and business success."

The industry benchmarks used in GumGum's announcement were established using the GMSF, with programmatic figures incorporating industry default values from the SRI & Alliance Digitale framework, which is foundational to the GMSF methodology.

Cedara conducted the measurements for GumGum, applying the new global framework to ensure comparability in carbon reporting and benchmarking. Cedara is a founding supporter of Ad Net Zero US and a member of IAB Europe.

GumGum attributed the lower carbon emissions to factors such as optimised bidstream processes, selective inventory management, improvements in data centre operations, and a broader push towards contextual advertising, which avoids reliance on personal data.

The company also stated its intention to investigate new ways to drive further emissions reductions, including the development of science-based targets in line with the Science Based Targets initiative (SBTi).

As brands and agencies increasingly prioritise environmental sustainability, GumGum said it remains committed to aligning with global reporting standards and optimising its operations to further reduce its carbon footprint.