A lead authority in programmatic advertising, OpenX, and data-focussed news and analysis provider ExchangeWire have launched a research report named "Sustainability in Advertising - JAPAC 2023". The report examines the advertising industry's ongoing sustainability efforts within the Japan and Asia-Pacific (JAPAC) region covering Australia, Indonesia, India, and Japan.
Upon the crux of the findings, the majority of JAPAC's advertising industry recognises the escalating importance of sustainability to their business, with a notable 47% of marketing budgets anticipated to be allocated to carbon-neutral partners within the upcoming year.
Building on annual OpenX-ExchangeWire studies conducted since 2020, the significance of programmatic advertising is underscored alongside the simultaneous reduction of carbon emissions. Evidence of this is reflected through 64% of surveyed professionals reporting an increase in programmatic spend and revenues.
The specifics for Australia’s findings covered factors impeding carbon reduction goals, as well as timelines for measuring carbon emissions and mandating partners to report their carbon emissions. Furthermore, the level of the budget allocated to carbon neutral partners, the significance of sustainability metrics, the direct approaches from Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs), the impact of Apple's Identifier for Advertisers (IDFA) and concerns over fraud and quality-related issues were also among the key focuses.
Addressing the findings, Tom Charles, Director, Business Development, ANZ, OpenX, stated, “As the programmatic advertising industry continues to evolve in Australia, sustainability has emerged as a critical issue. We must implement viable solutions to supporting sustainability goals and actively reduce carbon emissions across the industry."
Another industry expert, John Harvey Faurholt, Director, Advertising and Retail Media Partnerships - JAPAC, China, Microsoft Advertising, commented “Sustainability is an incredibly important initiative for the JAPAC market as a whole. As a result, we’ve seen earlier adoption of sustainability measures and actions across both buy-and-sell-sides, with clear expectations and timeframes for when these are to be implemented.”
OpenX is a recognised leader in providing advertising technology and is helping create a world in which the open web flourishes. The company fulfills its role within the web, mobile, and connected TV formats, enabling advertisers to reach their target audiences across a global network of publishers. OpenX is a certified CarbonNeutral® company and is verified as meeting their Science-Based Targets initiative Net-Zero targets.
ExchangeWire assists their audience by delivering news and analysis on the blending business sectors of commerce, media, and marketing, with a particular emphasis on data and technology. They offer actionable market intelligence on the continuous trends and advancements shaping the media, marketing, and commerce industries.