There is a drive to start measuring the carbon footprint of online media.
I find it hard to believe that the C02 output caused as a result of a fan cooling down a server which is getting hot because it is distributing some web pages is really worth worrying about compared to Hummers or cheap airline travel.
Apparently some digital agencies are interested in being carbon neutral in terms of the media they produce. Sounds weird - its dependent on site traffic surely, so how is that going to work?
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