Brussels, Belgium, 16th September 2024 – IAB Europe is thrilled to announce the beta test launch of CreativeLi, a cutting-edge tool designed to optimise digital display advertising creatives by reducing file size without compromising visual quality. Developed by IAB Europe’s Sustainable Creatives Task Force in collaboration with Ad Net Zero, CreativeLi uses advanced metrics to strike the right balance in compression, preventing both under- and over-compression and ensuring that visual impact is maintained.
CreativeLi forms part of IAB Europe’s broader mission to drive sustainability in the digital advertising industry. By optimising the file size of display creatives, the tool aims to reduce the greenhouse gas (GHG) emissions associated with digital ad campaigns, without compromising user experience or performance.
Beta Test and Industry Feedback
By offering CreativeLi in a beta test phase, IAB Europe aims to gather valuable feedback and insights from our members to ensure it meets the overall needs of the industry. This feedback will help shape the final version, which is expected to be rolled out to a broader audience early next year.
Looking Ahead
In addition to CreativeLi, the Sustainable Creatives Task Force is working on applying similar principles to video creatives, with further updates expected soon. IAB Europe, in collaboration with Ad Net Zero, is also developing a range of tools, research, and case studies to assist the digital advertising ecosystem in transitioning to more sustainable practices.
For more information on CreativeLi, you can download the FAQ document here, and watch our explainer video here.
If you are a member of IAB Europe and would like to participate in the beta test of CreativeLi, please complete the form here.
If you have any questions on the tool and how to gain access please contact our Data Analyst and Sustainability Lead Dimitris Beis.
For any media inquiries please contact our Marketing & Communications Director Lauren Wakefield.
To learn more about the work of IAB Europe and the Sustainability Standards Committee, please visit the Sustainability Hub on our website here.
