Viant Unveils Carbon-Free Programmatic Supply Chain and Carbon Label in Expanded Adtricity Program

Rhea-AI Summary

Viant Technology (NASDAQ: DSP) expands its sustainability program, Adtricity, with the Supply Decarbonization Initiative, aiming for a carbon-neutral programmatic supply chain. This initiative ensures that ad campaigns on Viant’s DSP are powered by 100% renewable energy, extending to all supply-side and publisher emissions. Viant introduces a 'Carbon Label' to indicate ads delivered through renewable energy, enhancing transparency and consumer trust. Key milestones include founding U.S. Ad Net Zero, achieving Green-e® Certification, and releasing a Consumer Sustainability Study. Viant achieved carbon neutrality in 2023 and reduced emissions by 526 metric tons annually. The initiative reinforces Viant's commitment to a sustainable digital advertising future.

Positive

• Supply Decarbonization Initiative ensures 100% renewable energy for ad campaigns.
• Adtricity program extends carbon-neutral goals to entire programmatic supply chain.
• Introduction of 'Carbon Label' for transparency in digital ads.
• Viant achieved carbon neutrality in 2023.
• Reduced carbon emissions by 526 metric tons annually.
• Green-e® Certification for meeting the highest renewable energy standards.
• Key milestones include founding U.S. Ad Net Zero and releasing sustainability reports.

Negative

• No specific financial data on cost savings or revenue impact provided.
• Lack of detailed timelines for achieving new sustainability targets.
• Potential high costs involved in maintaining renewable energy standards.
• Unclear how 'Carbon Label' will impact consumer engagement or ad rates.

Insights

Market Research Analyst

Viant Technology Inc.’s latest announcement about decarbonizing its programmatic supply chain is a noteworthy step in the advertising technology sector. Transitioning to a carbon-neutral operation can significantly influence the company's market positioning and brand perception. This move addresses growing consumer and business demand for sustainability and transparency.

From a market research perspective, this initiative could strengthen Viant's competitive advantage. Consumers increasingly prefer eco-friendly brands and businesses focus on sustainable practices to align with corporate social responsibility (CSR) goals. Viant’s carbon label adds a tangible element that differentiates its offerings in the crowded ad-tech market.

In the short term, the introduction of the Supply Decarbonization Initiative may not drastically alter financial outcomes. However, long-term benefits include enhanced brand loyalty, potential for premium pricing and increased market share among environmentally conscious clients.

It’s also worth noting that Viant’s positioning as a founding member of U.S. Ad Net Zero and the achievement of Green-e® Certification enhances its credibility. These milestones reinforce its commitment to sustainability, potentially attracting investment from ESG-focused funds.

Financial Analyst

For investors evaluating Viant Technology Inc., the emphasis on sustainability can translate into both opportunities and risks. The costs associated with achieving and maintaining carbon neutrality might impact profit margins in the short term. However, investments in renewable energy credits (RECs) and supply path optimization could lead to operational efficiencies and cost reductions over time.

The move is also likely aimed at mitigating future regulatory risks. As governmental bodies globally tighten regulations on carbon emissions, companies leading in sustainability can avoid potential fines and benefit from favorable policies.

Viant’s commitment to a carbon-neutral supply chain aligns with increasing ESG (Environmental, Social, Governance) investment criteria. These funds are growing and Viant’s achievements make it an attractive candidate for such portfolios. The company's proactive approach in sustainability could result in positive investor sentiment and long-term financial gains.

Potential drawbacks include the initial capital expenditure required for infrastructure rebuilds and technology upgrades. Investors should monitor financial reports for any significant deviations in cost structures linked to these sustainability initiatives.

Tech Expert

From a technological standpoint, Viant’s expansion of its Adtricity program to ensure a carbon-neutral supply chain is a significant innovation in the ad-tech industry. Programmatic advertising involves numerous automated processes and platforms and ensuring all these are powered by renewable energy is a complex task.

The introduction of a Carbon Label for digital ads is an important development. This label provides transparency and could drive consumer preference towards ads and brands that are environmentally responsible. Additionally, the use of a Carbon Emissions Calculator to help advertisers estimate RECs is a practical tool that aligns with the industry’s move towards more data-driven decision-making.

Technological advancements like Viant's Direct Access program for supply path optimization not only reduce costs but also cut carbon emissions, showcasing how tech solutions can address environmental concerns. This dual benefit enhances the overall value proposition of Viant’s platform.

This initiative sets a new standard in the industry, prompting competitors to consider similar strategies. It’s a forward-thinking approach that leverages technology to meet sustainability goals, potentially influencing future innovations within the sector.

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

IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leading advertising technology company, today announced a significant expansion of its flagship sustainability program, Adtricity. At the core of this expansion is the groundbreaking Supply Decarbonization Initiative, which ensures that ad campaigns executed through Viant’s demand-side platform (DSP) are powered by 100% renewable energy. This initiative extends to Viant’s entire programmatic supply chain, including supply-side platform (SSP) and publisher emissions, with the goal of making the digital advertising supply chain carbon-neutral.

Viant's Carbon Label for digital ads. (Graphic: Business Wire)

To provide transparency to consumers, Viant will introduce a “Carbon Label” – a green leaf icon – on digital ads. This label indicates that the ad was delivered through the purchase of renewable energy, reinforcing the company's commitment to sustainability and giving consumers confidence in the environmental impact of their interactions.

“Viant’s new Supply Decarbonization Initiative demonstrates our commitment to sustainability beyond our own operations. By neutralizing 100% of the carbon emissions across our supply chain, we are leading the way for marketers to reduce the emissions of their digital ad campaigns,” said Tim Vanderhook, CEO and Co-Founder, Viant Technology. “Our Carbon Label on digital ads signifies that these ads are delivered through the use of renewable energy, providing transparency and assurance to our clients.”

This expansion solidifies Viant’s focus on sustainability leadership in programmatic advertising. Viant’s commitment to a carbon-free future is reinforced by the company’s plans to neutralize all carbon emissions across the supply chain, providing a fully transparent and carbon-neutral supply chain for advertisers.

“Viant has shown exceptional innovation and leadership in driving carbon reduction in digital advertising,” said Rob Davis, President and CMO, Novus Media. “Starting with transforming client media investments into renewable energy credits, Viant has now expanded to tackle the entire supply chain’s decarbonization.”

Key milestones in Viant’s sustainability journey include:

• Founding Member of U.S. Ad Net Zero: Viant helped establish this cross-industry coalition to drive sustainability.
• Green-e® Certification: Adtricity’s renewable energy meets the highest standards in North America.
• Consumer Sustainability Study: Highlighted the importance of sustainability in consumer decision-making.
• Carbon Emissions Calculator: Helps advertisers estimate RECs earned through Adtricity.
• Supply Path Optimization: Viant’s Direct Access program reduces costs and carbon emissions.
• Infrastructure Rebuild: Reduced carbon emissions by 526 metric tons of CO2 per year.
• Carbon Neutrality: Achieved for the entire company in 2023.
• First Sustainability Report: Released in February 2024.

With the new Supply Decarbonization Initiative, Viant continues to lead by example, fostering a sustainable future for digital advertising by ensuring a carbon-neutral supply chain.

ABOUT VIANT

For over 25 years, Viant® (NASDAQ: DSP) has been at the forefront of technology innovation for advertisers. As a premier enterprise-grade Demand Side Platform, Viant excels in delivering omnichannel digital advertising, driving growth through connected television (CTV), advanced identity solutions, and AI-driven Autonomous Advertising. Through the Adtricity® sustainability program, Viant champions a more sustainable future for digital advertising. Headquartered in Irvine, CA, Viant has received accolades from G2 as the Best Software in Marketing & Advertising, Great Place to Work® certification, and the Business Intelligence Group’s Innovation award for AI advancements. Learn more at viantinc.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20240604730340/en/

Marielle Lyon

press@viantinc.com

Source: Viant Technology Inc.

FAQ

What is Viant Technology's Supply Decarbonization Initiative?

Viant's Supply Decarbonization Initiative ensures that ad campaigns executed through its DSP are powered by 100% renewable energy, aiming for a carbon-neutral supply chain.

What is the purpose of Viant's new 'Carbon Label'?

Viant's 'Carbon Label' indicates that digital ads are delivered through renewable energy, enhancing transparency and consumer trust.

How has Viant Technology achieved carbon neutrality?

Viant achieved carbon neutrality in 2023 by implementing renewable energy initiatives and reducing carbon emissions by 526 metric tons annually.

What are the key milestones of Viant's sustainability program?

Key milestones include founding U.S. Ad Net Zero, achieving Green-e® Certification, releasing a Consumer Sustainability Study, and reducing carbon emissions.

How does Viant's Adtricity program contribute to sustainability?

Adtricity ensures that Viant's programmatic supply chain is carbon-neutral by powering ad campaigns with 100% renewable energy and introducing a 'Carbon Label' for transparency.