IAB Tech Lab Launches New Initiative To Help Reduce Carbon Emissions
Author: Karthik Kashyap
IAB Technology Laboratory, the non-profit consortium and an organization that sets digital advertising technical standards, has announced the launch of the Green Supply Path Initiative. The initiative aims to help the advertising industry reduce carbon emissions through supply path optimization, specifically programmatic. Talking about the initiative, Anthony Katsur, CEO of IAB Tech Lab, said, “Programmatic advertising, like any other economic activity, contributes to global carbon emissions, which many brands have committed to reducing but lack meaningful ways to benchmark or enforce programmatically. As the global technical standard-setting body for the digital advertising ecosystem, Tech Lab’s goal is to provide the information and mechanism to send and receive signals pertaining to carbon emissions programmatically. We believe this is a critical step in moving the industry towards a green future.” According to IAB Tech LabOpens a new window , the objectives of the initiative include the following: Kicking off the Green Initiative Working Group so that the industry can align on the best practices, approach, and how to receive and send signals programmatically, Providing a dashboard presenting green supply path benchmarks, Publishing the best practices and giving technical support concerning the programmatic supply chain and Helping with the programmatic receiving and sending of emissions numbers.