Dublin firm measures carbon footprint of online ads

Converge-Digital has invested over €100,000 in a tool to map out emissions caused by clients’ advertising, helping them to gauge how much needs to be offset

Ian Maxwell, co-founder and chief executive of Converge-Digital: ‘We are already working with the majority of advertisers and publishers in Ireland. Our big goal is to take it into new markets.’ Picture: Maura Hickey

A Dublin-based advertising technology business has launched a new tool that helps businesses measure the carbon footprint of their online ads.

Converge-Digital’s tool, which was developed with Scope3, a carbon measurement company, is being rolled out with over €100,000 investment.

Ian Maxwell, chief executive of Converge-Digital, said the tool would allow clients to reduce their emissions by offsetting the carbon from their online campaign.

“Within the process of buying ads online, a lot of servers ...