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The emissions were measured using GreenBrain Media technology from GreenBrain Science, a leading company in the measurement of emissions from digital processes. Its methodology is scientifically validated, ISO 14064 certified, and compliant with Ad Net Zero’s GMSF v1.2 framework.

The study analysed two pDOOH campaigns running across JCDecaux inventory, reaching more than three million people. The results show that the average emissions from one ad playout were 94.5 micrograms of CO₂, with an average of 5.2 micrograms of CO₂ per user reached.

This represents a significant reduction compared with other programmatic channels, where average emissions per user impact are measured in tens of milligrams of CO₂.

To put this into context, the emissions recorded per user across programmatic channels were:

• Connected TV: 82.3 mg of CO₂

• Video: 60.5 mg of CO₂

• Display: 59.0 mg of CO₂

• Digital audio: 51.9 mg of CO₂

• Social media: 43.2 mg of CO₂

• Search: 41.6 mg of CO₂

• pDOOH: 0.0052 mg of CO₂

  
  

While every impact in a conventional digital environment exceeds 41 milligrams of CO₂, JCDecaux pDOOH reduces the footprint per user to 0.0052 milligrams, making it up to 10,000 times more efficient than other programmatic channels.

Why is pDOOH the media channel with the lowest environmental impact?

1. Auction model: By operating through a fixed-price PMP model, without being open to header bidding or the open market, the volume of bids per impression is highly optimised and controlled. This reduces unnecessary traffic.

2. Spot management model: At JCDecaux, ads are downloaded and installed locally on screen players. Once stored, they are ready to be played, avoiding the need to download the ad online from an external server for every screen impression, as happens in other channels. This significantly reduces energy consumption per impact.

3. Limited tracking: For privacy and security reasons, DOOH does not rely on individualised tracking tools, such as the tracking pixels commonly used across web and mobile environments. By avoiding these mechanisms, the constant exchange of information between multiple intermediary platforms is eliminated.

4. Optimised audience measurement: DMPs specialised in Out-of-Home traffic have developed audience measurement and evaluation sources that do not require constant real-time measurement. This optimises server processes that are fundamental to other channels and reduces the overall energy consumption of the campaign.

In addition, all of the electricity consumed by JCDecaux to power its screens and street furniture is backed by certified guarantees confirming that it comes from renewable sources. This positions JCDecaux Spain as a strategic partner for advertisers, offering the sector a real and measurable solution while leading sustainable outdoor advertising committed to the environment.

About JCDecaux

JCDecaux, a French family-owned company founded in 1964 and the world’s number one outdoor advertising company, is committed to improving quality of life for people wherever they live, work and travel by offering innovative and sustainable street furniture and services that meet citizens’ expectations and are financed by brands and their advertising.

Present in more than 80 countries, JCDecaux is the only company in the world operating exclusively in the outdoor advertising sector, across all its activities: street furniture, transport advertising and large format. For more than 60 years, the products and services JCDecaux offers to cities have been considered the benchmark for quality, aesthetics and functionality.

As a sustainable media channel reaching more than 850 million people every day, and in line with its mission to improve quality of life for all citizens, JCDecaux promotes responsible outdoor advertising and places social and environmental quality at the heart of its solutions and business. Since 2023, JCDecaux has been an official partner of the United Nations Joint SDG Fund and supports the Sustainable Development Goals across its group.

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About Taptap Digital

Taptap Digital is a global area-based marketing platform that helps brands discover who their ideal customers are, where they are and how to reach them more effectively through location intelligence. Predictive and real-time modelling of georeferenced data powers smarter audience definition, planning, activation and measurement across CTV, DOOH, digital audio, desktop and mobile.

Founded in 2010, Taptap is headquartered in Madrid, with offices across Europe, the UK, North America, South America and Africa.

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About GreenBrain Science

GreenBrain Science is a Spanish deep tech company and spin-off from Universidad Carlos III de Madrid, specialising in the measurement, optimisation and reporting of digital carbon footprints across all channels and platforms. Its SaaS platform enables companies and agencies to measure emissions from advertising campaigns, websites, applications and artificial intelligence systems, while simultaneously optimising costs, emissions and business KPIs. With a scientifically validated methodology and ISO 14064 certification, GreenBrain Science helps organisations comply with CSRD regulation and move towards digital climate neutrality. For more information, visit: greenbrainscience.com