• Veridooh, a marketing data and analytics solution specialized in Out-of-Home (OOH) media, launched a custom-built carbon calculator that enables advertisers to offset the carbon emissions of OOH campaigns. 

• The solution leverages Veridooh’s SmartCreative technology, where advertisers would be able to track and measure the energy consumption of each campaign. The information is then used to calculate the carbon emissions associated with each display panel and provide advertisers via its platform with options to offset emissions through a portfolio of verified carbon projects.  

• The solution is available to all advertisers, including Veridooh’s 160+ clients as well as to its agency partners Omnicom Media Group, GroupM, and IPG Mediabrands. 

• The firm also announced that it has achieved carbon-neutral status by funding projects aimed at reducing and absorbing greenhouse gas emissions.

  Analyst QuickTake: Out of the wide range of digital advertising channels, OOH advertising is one of the most visible in terms of its environmental impact given the energy consumption required for the large digital displays. With the increased focus of firms on meeting ESG goals, the new Carbon offset solution by Veridooh, which provides an end-to-end solution for advertisers looking to mitigate their carbon footprint, is likely to be of interest, providing the firm with a competitive edge.