GumGum, a contextual-first digital advertising platform, has achieved a major milestone in environmental sustainability by reporting carbon emissions significantly lower than the industry average. Partnering with Cedara, a carbon intelligence platform focused on media decarbonisation, GumGum revealed an overall impression intensity of just 0.48 grams of CO2 equivalent (CO2e), compared to the industry benchmark of 2.45 grams.
This figure reflects a combined analysis of both programmatic and direct advertising channels, based on a 50/50 media buying split. GumGum’s carbon output across multiple ad formats showcases its leadership in sustainable digital advertising practices.
In programmatic advertising—where ads are bought via automated digital auctions—GumGum delivered emissions of just 0.67 grams of CO2e per impression, 85% below the 4.24-gram industry average. Meanwhile, for direct advertising—where placements are made directly with publishers—emissions dropped to just 0.06 grams per impression, 90% less than the standard 0.66 grams.
Video formats also performed strongly. GumGum recorded 1.74 grams of CO2e per impression for programmatic video ads, significantly better than the 4.83-gram benchmark. For direct video, emissions stood at 1.03 grams per impression, versus 1.25 grams for the industry norm.
“Sustainability in digital advertising isn’t a future goal—it’s something we’re delivering today,” said Kara Petrocelli, Senior Director of Platform Operations at GumGum. “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.”
Standardised measurement ensures consistent, credible benchmarks
The data was collected using the Global Media Sustainability Framework (GMSF), launched in June 2024 by the World Federation of Advertisers and Ad Net Zero. The GMSF offers a consistent and comprehensive methodology for measuring media-related emissions, addressing previous gaps in industry reporting standards.
Cedara, a founding member of Ad Net Zero US and a participant in IAB Europe, led the emissions analysis for GumGum. Using the GMSF, the same standards were applied across both GumGum and the broader industry to provide a fair and accurate comparison.
Eric Shih, Chief Operating Officer at Cedara, commented, “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.”
As part of its ongoing sustainability roadmap, GumGum is also developing science-based emissions reduction targets under the Science Based Targets initiative (SBTi). This aligns the company’s long-term environmental strategy with globally recognised climate goals.
By combining contextual targeting with a strong commitment to sustainability, GumGum is helping reshape how digital ads are delivered—prioritising both performance and the planet. The company’s efforts reflect a broader industry trend where environmentally responsible practices are no longer optional, but essential.
