Despite the retirement of third-party identifiers and global economic turmoil, sustainability remains a top priority for professionals in Japan and Asia Pacific (JAPAC). “Advertising Sustainability – JAPAC 2023” is a new research paper published today by ExchangeWire in collaboration with OpenX.
The majority of those surveyed believe that sustainability metrics are important to their business, while also translating these theoretical applications into tangible business results, accounting for nearly half of marketing budgets across the JAPAC region. (47%) will be allocated to carbon neutrality. We will acquire a partner within the next year.
Based on previous research, media professionals across the digital advertising supply chain in Australia, India, Indonesia, and Japan were polled. The region’s importance of programmatic advertising is growing in tandem with attempts to cut carbon emissions, with 64% of questioned experts reporting an increase in programmatic spend and earnings.
“Sustainability is an important initiative for the entire JAPAC market.” As a result, sustainability measures and actions are introduced early on both the buyer and seller sides, and there is clarity on when they will be implemented. expectations and deadlines,” said John Harvey Forholt, JAPAC Director of Advertising and Retail Media Partnerships. , China, Microsoft Advertising. “This is reinforced not only by changes in law and policy, but also by industry bodies such as the IAB establishing clear guidelines, best practices, and frameworks.” This inclusion reactions increased the sense of crisis (and cooperation). ) Take on important initiatives with less impact and disruption to your bottom line. ”
Key findings of the report on Japan include:
Japan: Factors hindering carbon reduction targets
- 46% cited increased operating costs
- 36% cited lack of expertise
- 22% cited lack of external pressure
Japan: Percentage of budget allocated to carbon neutral partners
- 26% of budget will be allocated within the next 12 months
- 28% in the next 24 months
Japan: Direct approach from DSP, SSP
- 38% are willing to work directly with a DSP or SSP
- 18% already work directly
- 44% prefer to work with an intermediary
Japan: Concerns over fraud and quality-related issues
- 28% are very concerned about fraud issues
- 18% Somewhat worried
- 54% don’t care