Get the latest direct to your inbox twice a week. Sign up today. 
IAB New Zealand helps advertisers be more sustainable with new whitepaper
IAB New Zealand has released a new sustainability whitepaper, designed to be a practical guide to help agencies, publishers and advertisers adopt more sustainable digital advertising practices.
The 14-page resource provides clear advice on reducing emissions, building trust with audiences and unlocking both social and economic benefits.
Developed by the IAB New Zealand Sustainability Working Group, the whitepaper sets out actionable steps and frameworks to future-proof organisations while reducing the environmental impact of digital advertising campaigns.
Key recommendations
It includes key definitions, Q&As and additional resources for those wanting to explore further.
Key recommendations include:
- Optimising the supply chain by reducing intermediaries and streamlining supply paths.
- Designing lighter creative assets to lower energy use.
- Adopting green hosting with renewable-powered servers.
- Using smart delivery techniques such as lazy loading to cut wasted data transfers.
- Measuring emissions.
Making sustainability simpler and more practical
IAB New Zealand Sustainability Working group lead and head of digital advertising operations at NZME Ella Fitton says: “With so much pressure on Kiwi media teams to do more with less, we set out to make sustainable media buying and selling simpler and more practical. Our goal is to support New Zealand businesses in meeting their sustainability commitments, without compromising on performance and ROI.”
The IAB New Zealand Sustainability Working Group developed the whitepaper in consultation with Ad Net Zero NZ.
Ad Net Zero NZ/Comms Council head of sustainability Jennifer Gunn says, “IAB New Zealand’s whitepaper highlights tools and initiatives that demonstrate reducing emissions can be achieved without compromising financial or campaign performance. Ad Net Zero is eager to collaborate with agencies and brands to pilot initiatives outlined in the whitepaper, providing hands-on support to those interested in leading the change.”
Anyone can download the full IAB New Zealand Sustainability Whitepaper from the IAB New Zealand website.
