State of Readiness - Sustainability in Digital Advertising Report 2025

IAB Europe’s Sustainability Standards Committee originally developed the State of Readiness - Sustainability in Digital Advertising survey back in 2022, to gain valuable insights into our industry’s progress towards sustainability.

Now in its third year, the State of Readiness 2025 Report provides key insights into the industry’s sustainability priorities, actions taken to reduce carbon footprints, and the progress made towards more sustainable practices across Europe.

Based on 102 responses from companies in the digital advertising ecosystem across Europe, the report reveals the following key findings and more.

Key findings from the 2025 State of Readiness Report highlight:

• Sustainability is still a priority: Sustainability is still a key challenge for the digital advertising industry in 2025 being cited as the second most important challenge, just after measurement. 74% of businesses in the ecosystem also view sustainability as a crucial component of their business models.

• Progress on Science-Based Targets (SBTs): The number of companies setting Science-Based Targets (SBTs) has increased by 56%, rising from 18% in 2024 to 28% in 2025.

• Focus on Emissions and DE&I Growth: GHG emissions remain the top Environmental, Sustainability, and Governance (ESG) concern (61%), while an emphasis on Diversity, Equity, and Inclusion (DE&I) has grown significantly (50% in 2025 vs. 30% in 2024).

• Progress in Emissions Measurement: Almost half (48%) of businesses now estimate the emissions produced by digital media products, doubling from 24% in 2024. 

• Ongoing Barriers to Progress: Lack of industry standards (82%) and education (81%) remain key obstacles to progress on sustainability, though fewer companies cite financial constraints, indicating increased investment in sustainability efforts (55% in 2025 vs. 65% in 2024). 

View our infographic here and download your copy of the report below.