2023广告行业可持续发展报告

Sustainability inAdvertising JAPAC 2023 MatBroughtonResearchLead,ExchangeWire In association with Contents ExecutiveSummaryKey FindingsSection 1: SustainabilitySection 2: Programmatic in JAPACAcknowledgements39Sample & MethodologyAboutOpenX.About ExchangeWire. Executive summary Theneedforregional andglobalactiononclimatechangehasneverbeenmoreapparent. This year alone, the Japan and Asia-Pacific (JAPAC) region has seenrecord temperatures, in conjunction with severe rainfall and heavy flooding The latest annueal report from the World Meteorological Organisation suggests there is a strong likelihood that glo bal temperatures willclimb beycnd the critical warming threshold of 1.5 degrees celsius above those recorded pre-industrialisation, reinforcing the necessityfor global supply chains including the programmatic advertising ecosystem to drive down carbon emissions in a timely fashion.While programmatic advertising continues to grow globally, so too does its associated emissions, with findings frcm Scope3 suggest ingthat digital advertising emissions amount to 7.2 million tonnes annually. In our annual examination of the JAPAC advertising and marketing industry, produced in collabcration with OpenX, we again return toour tested markets of Australia, India, Indonesia, and japan, with an increased focus on sustainability within the sector. Three of thesemarkets, specificallylndia, Indonesia, and Japan, have been identified by the Economic and Social Commission for Asia and the Pacificas being among those projected to suffer the greatest absolute monetary losses under the worst-case climate scenario Combining criginal quantitative data with insight from JAPAC advertising and marketingpractitioners, this study examines the following > Measurement of carbon emissions across the JAPAC advertising industry → Budget allocation for carbon-neutral partners > Reciprocity to working directly with demand-side and supply-side platforms(DSPs and SSPs), without intermediaries As detailed within this report, sustainability is a key focus for professionals within JAPAC, with theoverriding majority of those surveyed deeming sustainability metrics to be important to their business. Promisingly, advertising andmarketing professionals are converting these theoreticalapplications into tangible business outcomes, with neary half (47%) of almarketing budgets across the JAPAC regionset to be allocated to carbon-neutral partners (corresponding closely with the proportionobserved in our previous study assessing the European market). Moreover, though concerns regarding fraud and MFA sites remain highwithin the region, these are declining, indicating that action is being taken to reduce this source of both wasted ad spend and needlesscarbon emissions. While the findings reflect positively on efforts to reduce carbon emissions and promote sustainability across the region, further cross-industry work needs to take pace to drive down operational costs associated with reducing carbon emissiors, so that smaller businessesin developing markets can continue to build upon their programmatic advertising capabilities in a sustainable manner. Key findings SUSTAINABILITY → The overriding majority of respondents within the JAPAC market deem sustainability metricsto be important to their businesses within the next 24 months. 47%of al budget is set to be allocatedto carbon-neutral partners → Respondents across the advertising ecosystem in JAPAC indicated that nearly half of all budget(47%) is set to be allocated to carbon-neutral partners in the next 12 months. → Increased oper ational costs were cited as the leading factor impeding carbon reduction goalsacross the JAPAC advertising industry, with over half of respondents citing this as a driver. 64%of respondents reported anincrease programmatic revemueand spending there is no one single silver bullet for reducing carbon across the region. → Nearly half of respondents across JAPAC stated that they have set Science-Based Targetinitiative (SBTi) goals to reduce ther carbon emissions, → Positively for efforts to mitigate the environmental impact of the digitaladvertising industryin the JAPAC region, nearly half of respondents are now mandating that their advertisingpartners report their carbon emissions. 62% PROGRAMMATIC of the JAPAC programmatic industryabout the upcoming privacy changesis atleastsomewhat concernedthat Google is making → Despite global economic turbulence, programmatic revenue and spending continuesmtin JAPAC, with 64% of respondents reporting an increase. >Concern over fraud and quality-related issues, suchas the use of MFA sites within advertisingremains high across the JAPAC region, encouragingly however this has fallen since last year. > Despite the market weathering the changes implemented by Apple on its mobile platform, themajority (62%) of the JAPAC programmatic industry is at least somewhat concerned about the → Across JAPAC, the overriding majority