About the research
The Acceptable Ads Committee (AAC) conducted a qualitative study to better understand the perspectives of online users regarding sustainability. This study addressed key questions, including user awareness of carbon emissions associated with their internet usage, their views on “sustainable advertising” and strategies to reduce carbon footprint. These findings will form the basis for a larger quantitative study that the AAC will commission later this year.
Key findings
Brands and agencies must bear responsibility to reduce CO2
Users feel that the responsibility for reducing the environmental impact of online advertising falls primarily on advertising agencies and the brands commissioning the ads.
The path to advertising sustainability is unclear
Users want the carbon emitted by online ads to be reduced, but most are unable to elaborate on how this can be achieved. Notably, users perceive certain types of ads (primarily video ads, but also interactive ads, animated ads and pop-ups) to be more energy-intensive and therefore negatively impact the environment more.
Users want credible industry-wide standards
Making online advertising more sustainable is difficult given the industry complexity and number of stakeholders involved. The consensus from users was that sustainability initiatives require a united industry effort spearheaded by independent and credible organizations.
[…] someone who’s credible and has authority over the environment, or someone you can trust. You can’t have people just making up their own badges and saying this is legitimate. You need a body to authorize it.
(on the importance of the source of a sustainability initiative or credential in determining its trustworthiness)
What is needed
Without reliable data, effective management is difficult. Credible information is the catalyst for transformative actions and behavioral shifts.
The IAB Tech Lab has released a comprehensive starter guide, empowering stakeholders to initiate immediate changes. Brands, agencies, publishers and ad tech companies are eager to make a difference – they need clear directives to commence their sustainability journey.
Without reliable data, effective management is difficult. Credible information is the catalyst for transformative actions and behavioral shifts.
A collective agreement on how we measure advertising CO2
Without reliable data, effective management is difficult. Credible information is the catalyst for transformative actions and
behavioral shifts.
Immediate action to kickstart change
The IAB Tech Lab has released a comprehensive starter guide, empowering stakeholders to initiate immediate changes. Brands, agencies, publishers and ad tech companies are eager to make a difference – they need clear directives to commence their sustainability journey.
Active participation and engagement
Without reliable data, effective management is difficult. Credible information is the catalyst for transformative actions and behavioral shifts.
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