A conversation with David Lahoz, Founder & CEO of Naurus
Welcome to Industry Perspectives, Onetag’s series spotlighting leaders who are shaping the future of programmatic and ad tech. Each edition features real voices from the field, sharing insights, lessons learned, and visions for what’s ahead.
In this edition, we’re excited to hear from David Lahoz, Founder & CEO of Naurus and a LinkedIn Top Voice on Digital Marketing, AI, and Sustainability. David shares his perspective on three key questions facing today’s industry leaders.
What trend are people in the industry not paying enough attention to?
In digital advertising, there is constant discussion about efficiency, generative AI, and automation, yet very few players rigorously measure the environmental impact of each campaign.
Most brands still treat emissions as an abstract concept, even though international standards—such as GHGP, SBTi, and Ad Net Zero—already make it possible to calculate and reduce CO₂ in real time, including during the distribution phase.
This lack of attention is precisely the opportunity: what is not measured simply cannot be improved or credibly communicated.
What makes your company different from the rest?
Naurus goes far beyond merely tracking emissions: we delve into the very mechanics of digital campaign distribution.
We examine every stage of the delivery chain—servers, formats, DSPs, geographies, creatives, and impression frequency—to identify where energy and budget are being wasted. We then recommend targeted adjustments in segmentation, bidding strategies, or formats that lower CO₂ without sacrificing reach or performance.
This is not just consultancy; it is ongoing, data-driven optimization, supported by metrics that we also certify with Spain’s Ministry for the Ecological Transition, giving brands a robust and verifiable narrative.
What challenges keep you up at night — and how are you addressing them?
Our greatest challenge remains educating the industry to prove that sustainability and campaign performance are not opposing goals.
Added to this is the rapid pace of advertising technology compared with the slower movement of regulation, which often creates grey areas.
We address these issues through continuous client and agency training, strategic partnerships with organizations such as the IAB, and a growing investment in R&D that keeps our platform ahead of both regulatory and technological change, ensuring advertisers can act with reliable data and a genuine competitive advantage.
