Sustainability is a big issue for Western European digital advertisers. To meet their clean emissions goals, though, they’ll need to tackle the digital inefficiencies inherent in the ad supply chain.
The digital advertising industry is responsible for significant carbon emissions. This year, the EU’s Corporate Sustainability Reporting Directive (CSRD) will compel businesses operating in the region to report on these emissions. Now more than ever, the industry should address the digital inefficiencies that are fueling most of this output.
Key Question: How important is advertising-related sustainability to marketers in Western Europe, and what can they do to reduce their emissions?
Key Stat: Sustainability registers as one of the top three challenges to digital advertisers in Europe, cited by more than a quarter (27%) of them.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 4 Charts: Reliable data in simple displays for presentations and quick decision making.
- 8 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- Industry emissions may be proportionally small, but they still add up to a big issue
- Advertisers feel sustainability is important, but better measurement is required
- Ad formats and ad tech inefficiencies are the biggest contributors to emissions
- Insider Intelligence Interviews
- Sources
- Media Gallery
Charts
- Sustainability Is a Top-Three Concern Among Digital Advertisers in Europe
- Western European Countries Are High Emitters When It Comes to Web Display Advertising
- Sustainability Is Now Viewed as a Profit Driver for Digital Advertisers
- Streaming Video Advertising Is Responsible for Higher Emissions Across Western Europe
Interviewed for This Report
- Andrew Buckman - Azerion, Vice President, Marketing and Investor Relations
- Anne Coghlan - Scope3, Co-Founder and COO
- Virginie Dremeaux - FreeWheel, Vice President, Marketing and Communications, International
- Jordi Capdevila Espitia - Seedtag, Vice President, Marketing
- Emma Newman - PubMatic, Chief Revenue Officer, EMEA
- Ruben Schreurs - Ebiquity, Chief Strategy Officer
- Lauren Wakefield - IAB Europe, Marketing and Communications Director
