Adaptive streaming company SeenThis has announced its commitment to join the UK’s Ad Net Zero climate change steering group and will be supporting its drive to establish Ad Net Zero in the US this year.

Ad Net Zero’s mission is to bring about collective industry action to dramatically reduce the carbon emission from the development, production and placement of media. Having originally been formed by the UK Advertising Association, it aims to act as a global unifier and has now begun its expansion in the US.

As an innovative streaming technology company, SeenThis provides a solution that uses less data and therefore creates a smaller carbon footprint than legacy ad-serving technology. The SeenThis commitment marks another step in the journey to bring more efficient solutions to the digital advertising ecosystem.

Jesper Benon, CEO at SeenThis, explained: “We are thrilled to commit to Ad Net Zero in the UK and be part of establishing a US chapter. Ad Net Zero plays an integral role in decarbonising the media ecosystem.”

John Osborn, US Director of Ad Net Zero, added: “It is fantastic that SeenThis is committing to Ad Net Zero and we welcome its presence as we all work together to dramatically reduce carbon emissions in advertising. It has innovative technology that can benefit our industry in this mission.”

As a firm believer in the media industry’s responsibility to set common standards to reduce its carbon impact, SeenThis recently published a whitepaper about the internet’s carbon footprint.

Benon continued: “With indirect emissions stemming from digital advertising, it’s important we learn more about our industry’s carbon footprint and engage in conversation, while also implementing innovative solutions. Our technology loads instantly and minimises unnecessary data download. This leads to a reduction in the environmental impact of digital content versus traditional video ad serving technology.”