New Digital Age asked experts from all corners of the digital industry to look beyond the uncertain economic horizon, and point out areas where we can expect positive change in 2023. From the responses, it is clear that, thanks to technological advances, a renewed commitment to sustainability and an emphasis on efficiency, a brighter future for the sector is just around the corner. See our CEO Townsend Feehan’s prediction below:

“With Europe hit by its hottest summer on record, and a multitude of global natural disasters, 2022 hammered home that the time for aggressive action to cut CO2 emissions is now. With one calculation suggesting that the typical ad campaign emits around 5.4 tons of CO2, sustainability should no longer be viewed as a nice-to-have, but standard operating procedure.

“The industry’s carbon footprint is driven by a complex supply chain, with a large amount of energy consumed and emissions produced through the delivery and use of digital advertising. If the industry is to do its part to reduce this and help fight the climate crisis, then it will need to educate on, identify and enable significant efficiencies along the supply path. Thankfully, the sector is collaborating in this effort; the first step being to create harmonised sustainability standards and best practices, with specific focus on a consistent measurement framework and immediate action that all parties can take.  

“If more industry stakeholders can educate and hold themselves and their partners accountable for the emissions produced in the delivery of digital advertising, in 2023 we will see the industry move toward more agreed practical standards. This includes better measurement and overall reduction of environmental impact.”

Townsend Feehan, CEO, IAB Europe

Read more expert predictions from the series here