Sustainability

Talking can produce a lot of hot air – and the time for just talking about sustainability has passed.

Although more companies are promising to reduce emissions and reach net zero by some unspecified date in the future, many onlookers are starting to question whether progress is being made.

Sharethrough will cover the costs of emissions measurement for participants in its Net Zero Publisher Program for one year. In addition, Sharethrough is promising better access to sustainability-minded buyers through its new Path to Net-Zero Marketplace and its Green PMPs.

Running video ads can be carbon intensive – and expensive. That’s why LATAM Airlines, Latin America’s largest airline, partnered with SeenThis, which has streaming technology to speed up video ad delivery.

Viant will offer advertisers renewable energy credits (RECs) for media purchased through its DSP. The company also announced a partnership with Ad Net Zero.

Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.

Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.