Sustainability in Digital Advertising

Protecting the environment in which we all live is one of the biggest challenges of today's society. More and more people all over the world are becoming increasingly conscious about environmental causes. Brands and companies, including IAS, are keen to optimise their businesses within eco-friendly guidelines and embrace sustainability in their practices. 

As part of the Vista Equity Partners portfolio of software companies, IAS is proud to support The Net Zero Asset Managers Initiative, which is committed to supporting the goal of net zero greenhouse gas emissions by 2050 or sooner. 

Recently, IAS ran its Sustainability and Advertising study. The report, based on a survey of European consumers, provides insights of how important environmental causes and sustainable practices are to consumers, and helps understand how this impacts their purchase behavior, as well as consumer expectations of advertisers to support these causes. For the world to change, the majority of consumers (94%) recognise that brands and advertisers need to play an active role in advocating for environmental causes, sustainability and ways to combat climate change. 

In this context, it is also becoming increasingly important to recognise and assess brand suitability strategies, which can be unique to each brand and ensure that their ad placements are delivered in the right environments. This includes causes around Environmental, Social, and Governance (ESG) and sustainability. 

Listen to Csaba Szabo, EMEA MD at IAS, on how Digital Advertising is evolving to optimize campaigns that support environmental causes and how brand suitability plays an important role.