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In the past decade, global warming made several headlines and turned theattention of the whole world to it. Carbon footprint is the main factor thatdrives greenhouse emissions up and results in the temperature increase of theplanet with dire consequences. While the attention of the public is turned toreducing carbon emissions by transportation, food consumption and householdactivities, we ignore the contribution of CO2eq emissions produced by onlineactivities. In the current information era, we spend a big amount of our daysbrowsing online. This activity consumes electricity which in turn producesCO2eq. While website browsing contributes to the production of greenhouse gasemissions, the impact of the Internet on the environment is further exacerbatedby the web-tracking practice. Indeed, most webpages are heavily loaded bytracking content used mostly for advertising, data analytics and usabilityimprovements. This extra content implies big data transmissions which resultsin higher electricity consumption and thus higher greenhouse gas emissions. Inthis work, we focus on the overhead caused by web tracking and analyse both itsnetwork and carbon footprint. By leveraging the browsing telemetry of 100kusers and the results of a crawling experiment of 2.7M websites, we find thatweb tracking increases data transmissions upwards of 21%, which in turn impliesthe additional emission of around 11 Mt of greenhouse gases in the atmosphereevery year. We find such contribution to be far from negligible, and comparableto many activities of modern life, such as meat production, transportation, andeven cryptocurrency mining. Our study also highlights that there existsignificant inequalities when considering the footprint of different countries,website categories, and tracking organizations, with a few actors contributingto a much greater extent than the remaining ones.

Quantifying Carbon Emissions due to Online Third-Party Tracking