Interactive Advertising Bureau
08 June 2023

IAB Europe Releases European Common Commitment for Sustainable Digital Advertising

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IAB Common Commitment agreement signed by National IABs and Federations shows alignment on a work plan and framework that supports sustainable developments in Europe 

Brussels, Belgium, 8th June 2023 -IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the release of a new European IAB Common Commitment Agreement on Sustainability signed by 20 National IABs and Federations across Europe. The Commitment demonstrates the need and wants from National Federations for a collaborative and consistent approach to the measurement methodology of carbon emissions. This includes the regulatory and policy taxonomy, and the mapping and standardisation of best practices for the delivery of ads across the digital supply chain.

Uniting on Sustainable Digital Advertising: Reducing Carbon Emissions and Taking Climate Action

The digital advertising industry has identified that the carbon emissions associated with the internet, devices, and supporting systems have reached nearly 4% of global greenhouse emissions. With these emissions projected to double in the near future, it is crucial for the industry to acknowledge the climate crisis and take decisive action now. This will help to ensure a sustainable advertising choice for brands while most importantly, helping to reduce the overall carbon footprint of the digital advertising ecosystem.

In response to this urgent need, IAB Europe, along with National IABs and Federation signatories, is committed to providing guidance and support to organisations on their sustainability journeys. By working collectively, they aim to establish consistent European standards, practices, and solutions that address the critical issues of sustainability.

The Common Commitment reflects a shared vision and dedication to a comprehensive work plan. This plan will be delivered by IAB Europe’s Sustainability Standards Committee and will involve developing strategies, guidelines, and taxonomies that align with regulations and policies while considering the broader aspects of sustainability, including environmental, social, and economic impacts. It will also help elevate work being done at a National level to bring it up to a European level in a consistent manner and will prioritise the reduction of carbon emissions specifically associated with digital advertising and emphasise the importance of climate action. 

By uniting its efforts, the digital advertising industry can take significant steps towards a more sustainable future, mitigating the environmental impact and contributing to the United Nations' 17 sustainable development goals. 

Commenting on the release of the Commitment, IAB Europe’s CEO, Townsend Feehan said, “The aspiration to reduce CO₂ emissions in the digital advertising supply chain will test our capacity to act in unison more than any other policy or business goal.  The Common Commitment we are announcing today is a modest but critical step, enabling our European network to collaborate at an unprecedented pace internally and bringing critical mass to our engagement with global partners."

The Participating National Federations can be viewed here:

  • Markus Plank, President, IAB Austria
  • Carsten Rasner, Managing Director, BVDW
  • Marianne Bugge Zederkof, CEO, IAB Denmark
  • Arthur Millet, CEO, IAB France (Alliance Digitale) 
  • Elena Tsakiridou, General Manager, IAB HELLAS 
  • István Sopov, Chairman, IAB Hungary
  • Suzanne McElligott, CEO, IAB Ireland
  • Sergio Amati, CEO, IAB Italy
  • Saskia Baneke, Delfgaauw, Managing Director, VIA Netherlands 
  • Camilla Grund, CEO, INMA - IAB Norway
  • Wlodzimierz Schmidt, CEO & Chair, IAB Poland
  • Luís Falcão, Operations Director, IAB Portugal
  • Gabriel Patru, President, IAB Romania 
  • Nenad Milic , Executive Director, IAB Serbia 
  • Zoran Savin, CEO, IAB Slovenija
  • Reyes Justribó, CEO, IAB Spain
  • Kenneth Danielsson, CEO, IAB Sweden
  • Burak Ertaş, Chairman of the Board, IAB Türkiye 
  • Jon Mew, CEO, IAB UK
  • Anastasiya Baydachenko, CEO, IAB Ukraine

- ENDS -

Notes to Editors:

About IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry, and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.

About IAB Europe’s Sustainability Standards Committee

IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.

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