Climate change affects us all. Both organizations and individuals have to contribute to making the world a more respectful place with the environment and reduce the footprint we leave on it. If we talk about industries, from advertising we can help enormously in this common goal. In fact, This is one of the most important challenges we have to face in the coming years.
Although there is still a long way to go to complete the ecological transition of the advertising industrythe good news is that from the sector we are already working actively to achieve it.
Proof of this is that since IAB Spainan association that includes marketing and advertising professionals, has created an exclusive commission to address the challenge of sustainability. A working group from which, for the moment, the Sustainable digital advertising guidea reference document that allows us to lay the foundations for a greener advertising model for the future.
The three axes on which sustainable digital advertising will revolve
The evolution in favor of sustainability for the advertising industry will be of such magnitude that it will reach all corners of the sector, from the interactions between players to the activation and management of campaigns. In general, we are going to live three big changes:
- Business models. In a sustainable advertising ecosystem, the advertisers’ own business model will be a factor that will be taken into account. Those companies whose activity is respectful of the environment and promotes sustainable habits will position themselves better both in the industry and among users.
- sustainable companies
- Formats and technology. The digital footprint, understood as the carbon footprint derived from the advertising activity, will end up being one more kpi in the campaigns. So, all players We will work with an ecocalculator that allows us to measure the impact of the campaigns at the level of carbon footprint. A change that, although it may seem distant, is already here since there are brands that are beginning to prioritize sites sustainable.
He cookieless or the growth of deals in programmatic, more challenges for digital advertising
Despite the fact that the future of the advertising industry is marked as a priority by sustainability, there are other open fronts that we are also going to have to attend to in the coming months.
First of all, he cookieless. Although it has been delayed, everything seems to indicate that 2024 will be the year of the end of the cookies from third parties. For this reason, companies have to be prepared for this change through solutions such as the data obtained through the login of users or solutions ID. In this sense, contextual and behavioral advertising will be more relevant to compensate for the loss of information from the third party dating.
Secondly, in programmatic advertising, at a global level, purchases are gradually being stopped through open markets and passing to the deals. This change is related, on the one hand, to the cookieless and the increasingly difficult access to cookies from third parties, and on the other, with the greatest concern of brands to take care of their brand and show it in environments brand safewhich, in addition, allow them to better control the metrics of the campaign.
Apart from this, we cannot lose sight of he retail media, which is clearly emerging and everything indicates that it will continue to grow at a good pace. An increase that will also be seen in the audio on-line and advertising solutions that include voice, which promises to be a key element to qualify the data and define segments.
Be that as it may, all these objectives give the advertising industry, once again, the opportunity to establish itself as an engine of transformation and progress. In this case, betting on sustainability, innovation and technology and promoting positive changes in users and in other industries.
Written by: Alberto MartinAdevinta Spain advertising sales director & Milanuncios Pro sales director
