In this MadTech Podcast special, John Still is joined by Jean-Baptiste Pettit, CTO & co-founder of Greenbids, and Michael Hanbury-Williams, head of sustainability & purpose EMEA at UM Worldwide. 

They explore the sustainability challenges faced by the ad industry, and what is being done to address these, expanding on: 

• The challenge of credibility  
• How much carbon is being wasted and how to optimise waste 
• The disconnect between many industry members 
• Whether regulations are necessary for more progress 
• Why some companies are greenhushing (keeping quiet about their sustainable goals)