Internet Advertising Bureau (IAB) Europe launches European commitment to sustainable digital advertising.
IAB Europe, Europe’s leading digital advertising industry association, has announced the launch of a new joint IAB Europe Sustainability Agreement signed by 20 national IABs and federations across Europe.
The commitment demonstrates the need and desires of National Federations for a collaborative and consistent approach to the methodology for measuring carbon emissions. This includes regulatory and policy taxonomy, as well as mapping and standardizing best practices for ad delivery across the digital supply chain.
Together for sustainable digital advertising: carbon reduction and climate action.
The digital advertising industry has identified that carbon emissions associated with the internet, devices and support systems have reached nearly 4% of global greenhouse effect emissions. With these emissions expected to double in the near future, it is crucial that industry recognises the climate crisis and takes decisive action now. This will help ensure sustainable advertising choice for brands, while most importantly helping to reduce the overall carbon footprint of the digital advertising ecosystem.
In response to this pressing need, IAB Europe, together with national IABs and Federation members, is committed to providing guidance and support to organisations on their sustainability journeys. The association’s activity aims to establish consistent European standards, practices and solutions that address critical sustainability issues.
The shared commitment reflects a shared vision and dedication to a comprehensive work plan. This plan will be provided by the IAB Europe Sustainability Standards Committee and will involve the development of strategies, guidelines and taxonomies aligned with regulations and policies, taking into account broader sustainability aspects, including environmental, social and economic impacts. It will also help increase the work done at national level to bring them to European level in a consistent manner and prioritise reducing carbon emissions specifically associated with digital advertising as well as highlighting the importance of climate action.
Through joint efforts, the digital advertising industry can take significant steps towards a more sustainable future, mitigating environmental impact and contributing to the 17 Sustainable Development Goals of the United Nations.
Commenting on the launch of the pledge, IAB Europe CEO Townsend Feehan said: “The aspiration to reduce CO₂ emissions in the digital industry supply chain will test our ability to act in unison more than any other policy or business objective. The joint commitment we are announcing today is a modest but critical step that allows our European network to work together at an unprecedented domestic pace and draw critical mass into our engagement with global partners.”
The signatory National Federations are the following:
- 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 Slovenia
- Reyes Justribó, CEO, IAB Spain
- Kenneth Danielsson, CEO, IAB Sweden
- Burak Ertaş, President, IAB Turkey
- Jon Mew, CEO, IAB UK
Source: Romanian Advertising Council (RAC)
About the RAC
RAC is a professional, non-governmental, non-profit and independent organization. The basic activity of the Council is self-regulation in advertising. Currently, the Romanian Advertising Council also offers copy advice and Ethical Marks.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of national IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.
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