Sustainability is critically important in JAPAC as programmatic thrives: Research report

Despite the deprecation of third-party identifiers and global economic turbulence, sustainability is a key focus for professionals within the Japan and Asia-Pacific (JAPAC) region. This is according to a new research report, Sustainability in Advertising - JAPAC 2023, published by ExchangeWire, in association with OpenX.

The overriding majority of those surveyed deemed sustainability metrics to be important to their business, while simultaneously converting these theoretical applications into tangible business outcomes, with nearly half (47%) of all marketing budgets across the JAPAC region set to be allocated to carbon-neutral partners within the next year.

Building upon studies conducted annually through 2020-2022, media professionals across the digital advertising supply chain in Australia, India, Indonesia, and Japan were surveyed.

According to the report, the importance of programmatic advertising within the region continues to grow hand-in-hand with efforts to reduce carbon emissions, with 64% of surveyed professionals reporting an increase in programmatic spending and revenues.

“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,” commented John Harvey Faurholt, director, advertising and retail media partnerships - JAPAC, China, Microsoft Advertising, “This has also been reinforced through legislation and policy changes, in addition to industry groups like the IAB, establishing clear guidelines, best practices, and framework. This holistic response has created a greater sense of urgency (and collaboration) to address an important initiative while minimising revenue impact or disruption.”

Priya Bhatia, Country Manager, Southeast Asia and India, OpenX, said, “As programmatic advertising gains momentum, it is crucial for the ad-tech industry to champion sustainability and prioritise carbon emissions reduction. The industry holds the key to driving these sustainability initiatives for India's digital advertising landscape.”

Key findings from the report include:

India: Setting of SBTi goals

• 69% have set SBTi goal
• 16% haven’t set the SBTi goal
• 15% unsure

India: Factors impeding carbon reduction goals

• 56% cite increased operational costs
• 48% cite a lack of external pressure
• 45% cite the prioritisation of other industry trends

India: Timeline for measuring carbon emissions

• 21% within six months
• 17% within one year
• 25% within three to five years
• 29% not planning to do so

India: Timeline for mandating that partners report carbon emissions

• 13% within six months
• 20% within one year
• 33% within three to five years
• 20% are not planning to have partners report their carbon emissions

India: Percentage of budget allocated to carbon-neutral partners

• 61% in the next 12 months
• 63% in the next 24 months

India: Importance of sustainability metrics

• 32% top priority
• 61% important, but not top priority
• 6% not important

India: Impact of Apple’s Identifier for Advertisers (IDFA)

• 39% high business  impact
• 47% small business impact
• 15% no business impact

India: Direct approaches from DSPs and SSPs

• 48% open to working directly with DSPs or SSPs
• 27% already work directly
• 24% prefer to work with an intermediary

India: Concern over fraud & quality-related issue

• 56% very concerned, actively looking for a solution
• 18% are very concerned, not looking for a solution
• 18% were somewhat concerned, actively looking for a solution
• 8% not concerned

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