IAB Tech Lab Launches New Initiative To Help Reduce Carbon Emissions
Discover more about the Green Supply Path Initiative launched by IAB Technology Laboratory for the digital advertising industry.
IAB Technology Laboratory has launched the Green Supply Path Initiative for the digital advertising industry. Read on to learn more about the initiative’s goal, objectives, and how the organization intends to achieve its objectives.
IAB Technology Laboratory (Tech lab), the non-profit consortium and an organization that sets digital advertising technical standards, has announced the launch of the Green Supply Path Initiative. The initiative aims to help the advertising industry reduce carbon emissions through supply path optimization, specifically programmatic.
Talking about the initiative, Anthony Katsur, CEO of IAB Tech Lab, said, “Programmatic advertising, like any other economic activity, contributes to global carbon emissions, which many brands have committed to reducing but lack meaningful ways to benchmark or enforce programmatically. As the global technical standard-setting body for the digital advertising ecosystem, Tech Lab’s goal is to provide the information and mechanism to send and receive signals pertaining to carbon emissions programmatically. We believe this is a critical step in moving the industry towards a green future.”
A Benchmark in Sending and Receiving Carbon Emission Signals
The initiative, designed to foster visibility and accountability for carbon emissions across the advertising landscape and offer a way for customers to enforce their emissions standards programmatically, is expected to become a benchmark in how carbon emission signals are received and sent programmatically.
According to IAB Tech Lab, the objectives of the initiative include the following:
- Kicking off the Green Initiative Working Group so that the industry can align on the best practices, approach, and how to receive and send signals programmatically
- Providing a dashboard presenting green supply path benchmarks
- Publishing the best practices and giving technical support concerning the programmatic supply chain
- Helping with the programmatic receiving and sending of emissions numbers.
See more: Yahoo Partners With Scope3 To Offer a Carbon-Neutral Private Marketplace
IAB Tech Lab Collaborating With Organizations
Before the launch, IAB has been working closely with Ad Net Zero. Further, IAB and IAB Tech Lab are working together on Ad Net Zero roll-out plans in the U.S. and beyond. IAB Tech Lab and IAB are also exploring how the industry can develop a framework for measuring and managing greenhouse emissions from media.
To decide how the numbers are calculated, IAB Tech Lab, Scope3, and Ad Net Zero are working together to evaluate how to quantify and operationalize lowering carbon emissions. Additional industry players are expected to join this collaboration.
Talking about the collaboration, John Osborn, US director of Ad Net Zero, said, “Excessively complex supply chains create duplication, which in turn leads to waste. We look forward to working with IAB Tech Lab to track and programmatically endorse best practices to help our industry deliver on its full potential to support businesses and people to build a more sustainable future.”
“This initiative and working group led by IAB Tech Lab is exactly what the industry needs right now and brings us that much closer to decarbonizing the media supply chain,” said Brian O’Kelley, co-founder and CEO of Scope3.
IAB Tech Lab has already called on the digital advertising industry to help curb carbon emissions from advertising production.
How do you think the new initiative will help reduce carbon emissions in the digital advertising industry? Let us know on Facebook, Twitter, and LinkedIn.
Image source: Shutterstock
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