For many publishers, sustainability has become a key pillar within their company mission statements. And now, as advertisers and their agencies start prioritizing low carbon emissions in their media buys, there is financial incentive as well to reduce the carbon footprint of their advertising businesses.
But not all publishers are feeling — and responding to — that pressure to become more sustainable: chiefly made-for-advertising sites.
In fact, some experts believe that there is going to be a plateau in the ad industry meaningfully reducing its carbon emissions if a handful of particularly bad players don’t fundamentally change the way they sell their programmatic ad inventory.
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