Ad-tech company Viant Technology said it has formed a strategic integration with carbon-intelligence platform Cedara, which will provide advertisers with more comprehensive carbon measurement of their ad campaigns as part of Adtricity, Viant’s sustainability program.

Viant will also use Cedara to measure its own carbon footprint.

“On the heels of Cannes Lions, where the industry came together around building a more sustainable future for digital advertising, Viant is continuing the momentum by announcing a new integration with Cedara to drive a comprehensive and transparent approach to carbon measurement further accelerating the shift to a new sustainable economy,” Viant chief marketing officer Jon Schulz said. “At Viant, we believe what gets measured gets done. In that spirit, Viant and Cedara are joining forces to create an end-to-end pathway to track and ultimately reduce carbon emissions  in digital advertising.”

Earlier this month, Viant expanded Adtricity, announcing plans to power all ad campaigns executed through the Viant platform with 100% renewable energy.

Cedara’s media sustainability solutions follow the latest industry-standard measurement frameworks. Viant’s integration with Cedara will help advertisers to measure the emissions of their media investments utilizing the Global Alliance for Responsible Media (GARM) framework, provide turnkey corporate emissions reporting and support the net-zero ambitions of both Viant and its clients. 

“Cedara is proud to partner with Viant, our first DSP integration squarely focused on the buy-side of digital advertising integrating with our platform,” Cedara chief operating officer Eric Shih said. “As we’re both members of the industry coalition Ad Net Zero, we’re proud to collaborate with Viant, who shares our vision of sustainability both for its company and its customers, to bring the advertising industry closer to its collective net zero objective.”

Streaming an hour of Monday's No. 1 show on Netflix, Sweet Tooth, consumes about 55 grams of carbon dioxide equivalents per hour, about as much carbon footprint as microwaving four bags of popcorn.

The data comes via a white paper published by London-based non-profit carbon-reduction advocacy group The Carbon Trust, which used research provided by the University of Bristol.

The Bristol study attempted to take the guesswork out of what impact consumer behaviors on the internet had on climate change. Previously, it was speculated that the impact of all those servers, network pipes and video playback devices generated a toll of about 3,200 carbon dioxide equivalents per hour (expressed as gCO2e/hour)—which would be 200 bags of microwave popcorn. 

With sea levels now rising at an accelerated rate of 0.13 inches per year, and Phoenix, Arizona hitting a record-breaking 119 degrees Fahrenheit Monday, this is actually some good news on the climate issue for once.  

Notably, the Bristol research found that even though internet usage keeps increasing dramatically over time, efficiency improvements for data centers, internet infrastructure, TVs and computers have kept electricity usage by the streaming industrial complex from growing at a commensurate level. 

Also, the playback device used to stream video—whether it be TV, laptop, smart phone, etc.—generates more than half of the carbon footprint when you stream a show.

And choosing to stream video in 4K vs. standard definition has only a nominal effect on carbon impact— less than 1g CO2e/hour. That’s because the internet is “always on” anyway. Netflix notes that previous studies over-estimated that impact to be as high as 500g CO23/hour. 

“Carbon Trust’s research brings us one step closer to accurately and consistently assessing the climate impact of streaming--be it from data centers, internet providers, or device manufacturers, and entertainment and media companies who rely on streaming,” reads a Netflix company blog post jointly bylined by Netflix sustainability officer Emma Steward, Ph. D., and Daniel Schien, Ph.D., associate professor of computer science at University of Bristol. 

Time Warner Cable said it has reduced its carbon footprint by about 38% in the past two years, exceeding the 15% reduction goal it set in 2012 with its  “Go-Green” initiative.

TWC said it reduced its carbon intensity by focusing on increased energy efficiency and improved waste and vehicle management, promoting sustainability within its supply chain, and building employee “Green Teams” around the country.

“Our Go Green efforts are reflective of Time Warner Cable’s commitment to policies and programs that use fewer natural resources and promote environmental sustainability” Time Warner Cable chairman and CEO Rob Marcus said in a statement. “I’m incredibly proud of our employees for their work in helping us greatly exceed our goal, and applaud our Green Teams for the leadership roles they play in ensuring that Time Warner Cable does its part to protect the environment for future generations.”

Energy efficiency was one of the largest efforts targeting a reduction in Time Warner Cable’s carbon intensity. The company finalized its real estate and facilities guidelines based on the U.S. Green ENERGY STAR standards, which has led to implementation of environment-friendly practices at company facilities throughout the country. Three facilities and data centers, including two in Charlotte, N.C. and one in Herndon, Va., achieved Leadership in Energy and Environmental Design (LEED) certification. Other locations in Charlotte and Colorado are pursuing LEED certifications. Time Warner Cable also achieved a 14.7% increase from 2012 fuel efficiency within its fleet of 20,000 vehicles by purchasing more fuel efficient vehicles.

Time Warner Cable promotes sustainability within its supply chain and, in 2014, more than 50% of all suppliers and vendors were screened using environmental criteria. More than 20% of total office supply spend is on green products and new systems are in place to increase green spending. The company also achieved the goal of having at least 90% of all new set-top boxes meet U.S. EPA Energy Star 3.0 efficiency standards.

In 2014, the company introduced employee “Green Teams” to help more employees get involved in the company’s “Go Green” efforts. Employees in 15 teams around the country raise environmental awareness, help create operational efficiencies, and support local environmental organizations.