Adtricity® Now Delivers Net-Zero Emissions Across Viant’s Programmatic Supply Chain 

Viant Technology Inc. a leading advertising technology company, has announced a significant expansion of its flagship sustainability program, Adtricity. Central to this expansion is the innovative Supply Decarbonization Initiative, which ensures that all ad campaigns executed through Viant’s demand-side platform (DSP) are powered by 100% renewable energy. This initiative aims to make the entire programmatic supply chain carbon-neutral, including supply-side platform (SSP) and publisher emissions.

Supply Decarbonization Initiative

• Objective: Achieve a carbon-neutral digital advertising supply chain.
• Implementation: Ensures all ad campaigns on Viant’s DSP are powered by renewable energy.
• Scope: Extends to the entire programmatic supply chain, including SSP and publisher emissions.

Carbon Label Introduction

• Transparency for Consumers: Introduction of a “Carbon Label” – a green leaf icon on digital ads.
• Purpose: Indicates ads delivered through the purchase of renewable energy.
• Consumer Confidence: Reinforces Viant's commitment to sustainability and informs consumers about the environmental impact of their interactions.

Leadership and Commitment

• CEO's Statement: Tim Vanderhook, CEO and Co-Founder, emphasizes the initiative as a step towards a sustainable future in digital advertising.
• Industry Leadership: Viant is setting a precedent for carbon-neutral digital ad campaigns.

Endorsements and Support

• Industry Recognition: Rob Davis, President and CMO of Novus Media, acknowledges Viant’s leadership in carbon reduction.
• Collaborative Efforts: Viant’s initiatives are supported by clients and industry leaders.

Milestones in Viant’s Sustainability Journey

• Founding Member of U.S. Ad Net Zero: Established to drive industry-wide sustainability.
• Green-e® Certification: Ensures Adtricity’s renewable energy meets North American standards.
• Consumer Sustainability Study: Highlights the importance of sustainability in consumer choices.
• Carbon Emissions Calculator: Allows advertisers to estimate RECs earned through Adtricity.
• Supply Path Optimization: Reduces both costs and carbon emissions through Viant’s Direct Access program.
• Infrastructure Rebuild: Achieved a reduction of 526 metric tons of CO2 per year.
• Carbon Neutrality: Viant achieved company-wide carbon neutrality in 2023.
• Sustainability Report: Released its first sustainability report in February 2024.

Viant’s expansion of the Adtricity program with the Supply Decarbonization Initiative marks a significant step towards a sustainable future in digital advertising. By ensuring a carbon-neutral supply chain and introducing the Carbon Label, Viant demonstrates its commitment to transparency, sustainability, and innovation, setting a new standard for the industry.