Western Europe Sustainability in Advertising

Conquering Digital Ad Supply Chain Inefficiencies Is Key

Report by Bill Fisher  | Apr 1, 2024
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Executive Summary
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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
About This Report
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.
Topics
Digital Advertising
Western Europe
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

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?

Sustainability Is a Top-Three Concern Among Digital Advertisers in Europe
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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.

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    Table of Contents

    1. Executive Summary
    2. Industry emissions may be proportionally small, but they still add up to a big issue
    3. Advertisers feel sustainability is important, but better measurement is required
    1. Ad formats and ad tech inefficiencies are the biggest contributors to emissions
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Sustainability Is a Top-Three Concern Among Digital Advertisers in EuropeWestern European Countries Are High Emitters When It Comes to Web Display Advertising
    Sustainability Is Now Viewed as a Profit Driver for Digital AdvertisersStreaming Video Advertising Is Responsible for Higher Emissions Across Western Europe

    Interviewed for This Report

    Andrew Buckman
    Azerion
    Vice President, Marketing and Investor Relations
    Interviewed February 12, 2024
    Anne Coghlan
    Scope3
    Co-Founder and COO
    Interviewed February 9, 2024
    Virginie Dremeaux
    FreeWheel
    Vice President, Marketing and Communications, International
    Interviewed February 12, 2024
    Jordi Capdevila Espitia
    Seedtag
    Vice President, Marketing
    Interviewed February 13, 2024
    Emma Newman
    PubMatic
    Chief Revenue Officer, EMEA
    Interviewed February 14, 2024
    Ruben Schreurs
    Ebiquity
    Chief Strategy Officer
    Interviewed February 8, 2024
    Lauren Wakefield
    IAB Europe
    Marketing and Communications Director
    Interviewed February 16, 2024

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    authors

    Bill Fisher

    Contributors

    Carina Perkins
    Senior Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst