A single 30-second video ad served to roughly 2.4 million viewers can generate around 12 tonnes of CO₂ - and it does not appear in campaign reports. Every ad served generates a carbon cost most measurement tools misses: bid requests, redirects and verification calls triggered by programmatic ads even before the ad is loaded, as well as to serve and display these. Read the article: https://lumotraq.com/frameworks-and-standards #carbonemissions #supplychain #adtech