Marketers are often running digital ads on websites that provide relatively low returns on their investment but generate comparatively high carbon emissions, a new study said.
Roughly 15% of ad spending in the study went to so-called made-for-advertising websites, which crowd the screen with ads and low-quality content, according to the companies behind the report, media investment analysis firm Ebiquity PLC and Scope3 PBC, which measures the carbon emissions of digital advertising. The companies said these placements are made inadvertently and that brands don’t seek to advertise on these sites.
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