UNpicking Digital Advertising with Unruly Unruly

During this episode, we are joined by Jessica Trainor, Vice President of Ad Platform Partnerships at ComScore who shares her thoughts on how prepared we are as an industry for 2023 when cookie tracking will no longer exist, what alternatives are out there and what advertisers should be doing to prepare.

Attention is a necessary ingredient for effective advertising. The market for consumer attention (or “eyeballs”) has become so competitive that attention can be regarded as a currency. Hear from two renowned global experts about what actually is the attention economy, how it is measured and how will the buy and sell-side need to evolve to survive.

The energy used in our digital consumption collectively emits the equivalent amount of carbon as the entire airline industry. These emissions are expected to double by 2025.  

Watching online videos accounts for the biggest chunk of the world's internet traffic – 60% – and generates 300m tonnes of carbon dioxide a year, which is roughly 1% of global emissions, according to French think tank, The Shift Project. This is because, as well as the power used by devices, energy is consumed by the servers and networks that distribute the content and advertising. 

There needs to be change within the digital advertising industry to ensure that carbon emissions can be reduced. We can’t sit back and wait for the internet to become Net Zero - it’s todays emissions that cause tomorrow’s climate change. We all need to take full responsibility for our digital carbon footprint in media planning today.