Sustainability is now a key focus for the digital advertising industry. Last year, it was estimated that a typical ad campaign emitted around 5.4 tons of CO2, with a programmatic ad impression producing around one gram of Co2 emissions. When the number of ad impressions transacted on a regular basis multiplies over time, it is easy to see how this has become an imperative problem for the industry.
In order to gain insight into how the digital advertising industry is tackling sustainability and what measures individual companies have in place, IAB Europe’s Sustainability Standards Committee developed the State of Readiness – Sustainability in Digital Advertising survey. The survey attracted 256 respondents from across the digital advertising ecosystem with the vast majority coming from Ad Tech, Agency, and Publisher businesses, as well as Advertisers.
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