CarbonIQ Emissions Calculator Quiz

Q 1 of 4

CBC & Radio-Canada Media Solutions' annual GHG emissions from ad delivery are equivalent to a car crossing Canada how many times?

150 times
1,000 times
5,000 times
9,000 times

Correct Answer Incorrect Answer

Answer: 9,000 times

That's right! While delivering a single ad emits very little GHG, these emissions add up quickly for a media organization the size of CBC & Radio-Canada Media Solutions, resulting in a substantial impact.

It's easy to underestimate the scale, since delivering a single ad emits very little GHG. In reality, the cumulative impact of all CBC & Radio-Canada Media Solutions advertising activities is substantial.

Q 2 of 4

On average, a digital advertising campaign generates emissions equivalent to burning how much gasoline?

A standard jerrycan
Six standard jerrycans
A barrel of oil
A tanker truck

Correct Answer Incorrect Answer

Answer: A tanker truck

Indeed, the global average GHG emissions for a digital campaign is 71 tonnes of CO₂ — that's comparable to burning an entire tanker truck of gasoline.

It's not intuitive to associate a digital campaign with GHG emissions. However, the global average is actually 71 tonnes of CO₂.

Q 3 of 4

Which step in the CBC & Radio-Canada Solutions Media Solutions advertising value chain is not included in the CarbonIQ Calculator's results?

Consumer device consumption
Advertising content production
Server energy costs
Energy consumption related to ad targeting

Correct Answer Incorrect Answer

Answer: Advertising content production

Correct! The CarbonIQ Calculator does not factor in ad content production, as this is included in our clients' Scope 1 and Scope 2 emissions.

The CarbonIQ Calculator is designed to help our clients measure their Scope 3 emissions. Ad production is generally not CBC & Radio-Canada Media Solutions' responsibility.

Q 4 of 4

Among these ad delivery methods, which one causes the most GHG emissions?

Linear television
Direct digital video
Programmatic digital video
Audio content

Correct Answer Incorrect Answer

Answer: Programmatic digital video

You nailed it! Given the numerous server calls required per impression, programmatic advertising generates more GHG emissions than other delivery methods. CBC & Radio-Canada Media Solutions has partnered with Scope3 to reduce this carbon footprint.

You might think digital delivery would simplify the process, but the opposite is true. The continuous exchange of data between servers scattered around the globe is what drives up programmatic advertising emissions. CBC & Radio-Canada Media Solutions has partnered with Scope3 to reduce this carbon footprint.

Your final result is 0/4

Nice try! Calculating greenhouse gas emissions is a complex subject. Feel free to speak to an expert to better understand the ad industry's environmental impact.

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Great job! You're well versed in the challenges of the ad industry's carbon footprint. To expand your knowledge even further, connect directly with an expert at CBC & Radio-Canada Media Solutions.

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