New sustainability-minded startups are calculating the carbon footprint of data-driven advertising. While digital advertising isn't nearly as big a polluter as other industries like manufacturing, big brands are looking for ways to reduce their carbon footprint anywhere they can. These firms are taking on challenges like reducing the carbon footprint of production shoots or replacing decades of adtech infrastructure that powers billions of spend across the open web. They promise not only to help marketers produce less greenhouse gases, they also claim to help digital ads load faster, cut down on ad fraud, and help premium publishers increase ad prices. Insider identified six firms driving the push into sustainability for advertisers, using our own reporting and recommendations from experts in the industry.

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Persons: Ben Riley Organizations: Sustainability, Adobe . Companies