The Climate Cost of the Internet—and What Ad Tech Is Doing About It

Climate Confident

Send me a message

Most people don’t think about carbon emissions when they think about the internet—let alone digital advertising. But here’s the kicker: the ad tech ecosystem is responsible for roughly the same emissions as the global aviation sector. Yes, really.

In this episode of the Climate Confident podcast, I spoke with Frank Maguire, SVP of Product Marketing & Sustainability at Equativ (formerly Sharethrough), about the often-overlooked climate impact of digital ads. We broke down how every impression, bid, and page refresh contributes to a complex, energy-intensive infrastructure—and what’s actually being done to clean it up.

Frank shared how programmatic advertising works, why the auction-based model generates such high emissions, and what’s being done to make ad delivery more efficient. We explored GreenPMPs (Private Marketplaces) that strip out high-emission inventory while improving performance, the role of AI in optimising and complicating emissions, and why industry collaboration is key.

We also discussed how regulation like the EU’s CSRD is pushing companies to measure and act on their digital carbon footprint—and why that matters for brands, platforms, and consumers alike.

If you’ve ever wondered how something as invisible as online ads can have a tangible climate impact—or how business can respond—this episode unpacks it all.

Listen now to learn how the ad tech world is confronting its emissions problem, and what it means for sustainability in digital infrastructure.

Digital Disruption with Geoff Nielson
Discover how technology is reshaping our lives and livelihoods.
Listen on: Apple Podcasts Spotify

Digital Disruption with Geoff Nielson
Discover how technology is reshaping our lives and livelihoods.
Listen on: Apple Podcasts Spotify

Support the show

Podcast supporters
I'd like to sincerely thank this podcast's amazing supporters:

• Jerry Sweeney
• Andreas Werner
• Stephen Carroll
• Roger Arnold

And remember you too can Support the Podcast - it is really easy and hugely important as it will enable me to continue to create more excellent Climate Confident episodes like this one.
Contact
If you have any comments/suggestions or questions for the podcast - get in touch via direct message on Twitter/LinkedIn.

If you liked this show, please don't forget to rate and/or review it. It makes a big difference to help new people discover the show.
Credits
Music credits - Intro by Joseph McDade, and Outro music for this podcast was composed, played, and produced by my daughter Luna Juniper

Chapters

1. The Climate Cost of the Internet—and What Ad Tech Is Doing About It (00:00:00)

2. [Ad] Digital Disruption with Geoff Nielson (00:31:42)

3. [Ad] Digital Disruption with Geoff Nielson (00:31:42)

4. (Cont.) The Climate Cost of the Internet—and What Ad Tech Is Doing About It (00:33:15)

5. (Cont.) The Climate Cost of the Internet—and What Ad Tech Is Doing About It (00:33:15)