Purpose seems to have replaced sustainability as a key term for the industry. Want to have your say on how it will impact the ad tech ecosystem in 2025?

Did we reach peak ‘green’ in 2023? Sustainability was spoken about at every conference and industry event, and much was made of ‘the time for talk being over’. And while there’s certainly nothing approaching a silence on the subject, concerns over quantifying targets and whether regulations go too far, or not far enough, has led the industry to take a wider approach under the guise of purpose. Do sustainability targets do enough? Are we making enough progress on DEI?

ExchangeWire position

Sustainability seems to keep being given a rebrand. From ESG, to sustainability, to ‘brand purpose’, not to mention greenwashing and green hushing, we need to collectively agree on what sustainability is and means for the digital advertising industry. There is so much work being done across the supply chain to clean up bid-stream emissions, as well as exciting and innovative technology which is working to reduce the industry’s carbon footprint, but also provide financial and operational benefits to brands, publishers, and everyone in between. However, all this effort, and the celebration of it, can’t just go under the radar each time something new and shiny comes along. If we want to make a collective difference, we all need to keep it in the spotlight.

So what do you think?

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