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Programmatic DOOH delivers 20x better carbon efficiency than display ads

VIOOH reports 0.041g CO2e per impression in 2024, outperforming industry standards by over 90% as digital out-of-home platform adopts new sustainability framework.

Luis Rijo

• 9 min read
Programmatic DOOH delivers 20x better carbon efficiency than display ads

VIOOH announced on November 20, 2025, its full-year 2024 emissions intensity measurement of 0.041 grams CO2e per ad impression, demonstrating programmatic digital out-of-home advertising's substantial environmental advantage over traditional digital channels. The London-based supply-side platform's performance marks the third consecutive year delivering results significantly below industry standards.

The measurement aligns with the Global Media Sustainability Framework version 1.2, which Ad Net Zero launched in June 2025. This framework established standardized emissions measurement across major media channels including out-of-home advertising, enabling comparable calculations for advertisers evaluating channel environmental impact. VIOOH worked with sustainability partner Cedara to conduct the 2024 calculations under the new methodology.

The 2024 emissions intensity compares favorably against established benchmarks. Programmatic display advertising typically generates 0.84g CO2e per impression, while programmatic video produces 1.24g CO2e per impression. VIOOH's performance demonstrates programmatic DOOH advertising operates more than 20 times more carbon efficiently than programmatic display and over 30 times more efficiently than programmatic video.

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Three factors drive this exceptional sustainability performance. The broadcast nature of digital out-of-home allows multiple viewers to simultaneously receive content, maximizing efficiency per impression. VIOOH's significantly streamlined supply chain reduces emissions associated with ad delivery compared to traditional programmatic channels. The platform's network increasingly utilizes screens powered by renewable energy sources.

The updated Global Media Sustainability Framework introduced in June 2025 prevents direct year-over-year comparisons with previous measurements. VIOOH reported 0.35g CO2e per impression for 2023 using the earlier framework methodology. Despite the methodological shift, the 2024 findings reinforce programmatic DOOH's sustainability credentials within the advertising technology ecosystem.

"Our 2024 results demonstrate that buying DOOH programmatically through VIOOH continues to provide a clear point of difference for advertisers seeking to make more sustainable media choices," said Jean-Christophe Conti, Chief Executive Officer at VIOOH. "As a brand safe, fraud-free, broadcast media channel compatible with multi-channel programmatic strategies, pDOOH is not only an effective tool for advertisers, but also one which supports strong sustainability credentials for everyone working across the marketing ecosystem."

The Global Media Sustainability Framework represents the advertising industry's collective effort to establish consistent measurement standards. Ad Net Zero developed the framework through collaborative working groups comprising over 120 advertising and media companies operating in more than 40 markets. The standard aims to move the industry beyond observation stages toward systematic carbon reduction optimization and unified reporting.

Cedara analyzed multiple data sets during the measurement process, examining business operations, media delivery activity, data centers, and media owner infrastructure. The analysis incorporated log-level bidstream data to accurately estimate emissions from programmatic delivery. The methodology accounts for factors including server usage, network consumption, and screen operation.

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"VIOOH's consistent progress in sustainable media efficiency is a testament to their commitment to transparent accountability and understanding the environmental impact of pDOOH," said David Shaw, Chief Executive Officer and Co-Founder at Cedara. "Their leadership is setting a new benchmark for the industry and enabling brands to choose more responsible media pathways."

The announcement arrives during sustained industry focus on advertising sustainability. IAB Italia released a digital sustainability white paper in September 2025 addressing carbon emissions, noting that internet activity alone consumes 10% of global electricity and pollutes six times more than a decade ago. Major platforms including TikTok partnered with Scope3 in June 2025 to enable transparent emissions tracking for advertisers.

Marketing professionals face increasing pressure to demonstrate environmental responsibility across their advertising activities. Digital advertising represents approximately 4% of global greenhouse gas emissions from digital services, making carbon efficiency a material consideration for brands with substantial media budgets. The availability of standardized measurement frameworks enables advertisers to incorporate environmental impact alongside traditional performance metrics when evaluating channel selection.

VIOOH operates in 35 markets and maintains partnerships with more than 50 demand-side platforms globally. Recent expansions include partnerships with Vengo in the United States announced in August 2025, providing access to over 65,000 strategically placed digital screens across major American cities. The platform's extensive reach means its environmental performance impacts a significant portion of the programmatic advertising ecosystem.

The broadcast characteristics of digital out-of-home advertising fundamentally differ from individualized digital channels. A single DOOH advertisement reaches multiple viewers simultaneously in high-traffic locations, distributing energy consumption across numerous impressions. This contrasts with display and video advertising, where each impression requires individual data transmission to specific devices.

Supply chain complexity significantly influences carbon emissions in programmatic advertising. Traditional display and video advertising involves multiple intermediaries including supply-side platforms, demand-side platforms, data management platforms, and verification services. Each layer adds computational processes and data transmission requirements that generate emissions. Digital out-of-home's consolidated supply chain reduces these redundant processes.

Screen energy sources directly affect DOOH sustainability metrics. VIOOH's network increasingly incorporates displays powered by renewable electricity, reducing operational emissions compared to fossil fuel-powered infrastructure. This transition reflects broader industry momentum toward renewable energy adoption across advertising technology infrastructure.

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The measurement process requires comprehensive data collection across the advertising delivery chain. Cedara's methodology examines business operations including office energy consumption, media delivery systems processing bid requests and creative assets, data center infrastructure hosting platform technology, and media owner networks operating physical screen displays. This holistic approach captures emissions throughout the programmatic transaction lifecycle.

IAB Australia released a comprehensive programmatic DOOH buyers guide in August 2025, emphasizing verification importance as programmatic DOOH scales. The guide addressed agency knowledge gaps, noting that 36% of surveyed marketing professionals cited lack of understanding as preventing larger programmatic DOOH investment shares. Industry education initiatives aim to support market growth through standardization and measurement transparency.

Programmatic DOOH adoption demonstrates steady growth across global markets. VIOOH's State of the Nation 2025 report revealed that programmatic digital out-of-home advertising adoption in mainland China reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023. The research showed 32% of respondents plan to deploy programmatic DOOH within the next 12 months, positioning it as the fourth most popular advertising channel among 14 major media formats.

The sustainability performance data provides marketing teams with quantifiable metrics for channel evaluation. Advertisers incorporating environmental impact assessments into media planning can compare VIOOH's 0.041g CO2e per impression against programmatic display's 0.84g CO2e per impression and programmatic video's 1.24g CO2e per impression. These measurements enable data-driven decisions balancing performance objectives with carbon reduction goals.

Technical infrastructure advances enable programmatic DOOH's environmental advantages. Real-time bidding systems process auction decisions in milliseconds, reducing computational requirements compared to traditional direct sales negotiations. Dynamic creative optimization delivers contextually relevant messaging without requiring multiple creative variations transmitted across networks. Audience measurement systems utilize anonymous aggregated data rather than individual tracking mechanisms requiring extensive data processing.

The updated Global Media Sustainability Framework version 1.2 introduced improvements to the digital framework, updated emissions factors, and enhanced guidance on data accuracy levels. These refinements address feedback from initial framework applications, incorporating advancements in data availability and measurement techniques. Scope3 aligned its emissions model with GMSF version 1.2 on October 1, 2025, with formal compliance processes expected in early 2026.

Cedara provides specialized carbon intelligence solutions designed specifically for the media industry. Founded in 2021 and headquartered in New York City, the company operates offices across the United States, United Kingdom, France, Germany, and Australia. The platform enables media companies to measure and optimize environmental impact across both operations and advertising campaigns through enterprise-grade solutions.

VIOOH launched in 2018 as a supply-side platform connecting traditional outdoor media owners with digital programmatic buyers. The company pioneered programmatic transformation of the out-of-home sector, championing its role in omni-channel digital campaigns through programmatic capabilities and data integration. The platform makes DOOH inventory easily accessible through standard programmatic infrastructure used by digital advertising buyers.

The emissions intensity metric measures carbon efficiency objectively by calculating grams of CO2 equivalent per ad impression. This standardized measurement enables meaningful comparisons across advertising channels and platforms. Lower emissions intensity indicates greater carbon efficiency for delivering advertising messages to audiences.

Marketing professionals incorporating sustainability considerations into media strategies can utilize emissions intensity data alongside traditional performance metrics. Campaign planning processes that evaluate cost per thousand impressions, viewability rates, and engagement metrics can integrate carbon cost per thousand impressions for comprehensive assessment. This approach balances business objectives with environmental responsibility.

Recent programmatic DOOH infrastructure developments demonstrate continued market maturation. Broadsign announced in November 2025 a collaboration with StackAdapt and Branded Cities enabling automated, in-advance digital out-of-home transactions across North America. The partnership allows advertisers to reserve premium DOOH inventory months ahead of activation through programmatic infrastructure, eliminating manual negotiation processes typical of traditional outdoor advertising purchases.

Platform consolidation and standardization support sustainability measurement improvements. Google implemented technical requirements for DOOH inventory monetized with Google-served ads, effective May 1, 2025. These requirements introduced specific parameters for DOOH inventory identification and measurement, reflecting the platform's effort to standardize practices across emerging channels.

The 2024 emissions measurement demonstrates sustained performance across a full calendar year rather than selected campaigns or limited timeframes. Annual measurement captures seasonal variations in energy consumption, audience patterns, and inventory utilization. This comprehensive approach provides reliable benchmarks for advertisers evaluating long-term sustainability performance.

VIOOH's third consecutive year delivering emissions measurements below industry standards establishes a consistent track record. While methodological changes prevent direct year-over-year numerical comparisons, the pattern demonstrates ongoing commitment to transparency and accountability in environmental impact reporting. This consistency enables advertisers to incorporate VIOOH's sustainability credentials into strategic planning with confidence.

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Summary

Who: VIOOH, a London-based premium global digital out-of-home supply-side platform, announced the results in partnership with Cedara, an AI-powered sustainability measurement company founded in 2021. The measurements follow methodology established by Ad Net Zero, an industry initiative developed through collaboration with over 120 advertising and media companies across more than 40 markets.

What: VIOOH reported full-year 2024 emissions intensity of 0.041 grams CO2e per ad impression, demonstrating that programmatic DOOH advertising operates more than 20 times more carbon efficiently compared with programmatic display (0.84g CO2e per impression) and over 30 times more efficiently than programmatic video (1.24g CO2e per impression). The measurement utilized the Global Media Sustainability Framework version 1.2 launched by Ad Net Zero in June 2025, analyzing data sets from business operations, media delivery, data centers, and media owners.

When: VIOOH announced the results on November 20, 2025, covering full calendar year 2024 performance. This marks the third consecutive year VIOOH has published emissions measurements significantly below industry and open web standards. The measurement methodology aligned with GMSF version 1.2, which Ad Net Zero released in June 2025.

Where: The emissions measurement encompasses VIOOH's global operations across 35 markets where the platform trades programmatically. VIOOH maintains partnerships with more than 50 demand-side platforms globally, connecting buyers and sellers in a premium marketplace. The platform operates screens increasingly powered by renewable energy across international markets including recent expansions in the United States, Brazil, and other territories.

Why: The exceptional sustainability performance stems from three primary factors: the broadcast nature of digital out-of-home allowing multiple viewers to simultaneously receive content, maximizing efficiency per impression; VIOOH's significantly streamlined supply chain reducing emissions associated with ad delivery compared to traditional programmatic channels with multiple intermediaries; and the platform's network increasingly utilizing screens powered by renewable energy sources. The announcement provides marketing professionals with quantifiable metrics for incorporating environmental impact alongside traditional performance considerations when evaluating advertising channel selection, addressing growing pressure to demonstrate environmental responsibility across advertising activities.