The International Advertising Bureau Europe’s Sustainability Standards Committee originally launched the ‘State of Readiness – Sustainability in Digital Advertising’ survey in 2022 to assess the industry’s sustainability progress.
The 2025 State of Readiness Report published on Feb 18th 2025 outlines priorities, actions, and progress in reducing carbon footprints across Europe, based on 102 responses from digital advertising companies.
Key findings include:
- Sustainability remains a critical issue: ranked the second most important challenge after measurement, with 74% of responding digital advertising companies viewing it as integral to their business.
- Science-Based Targets (SBTs): adoption of these rose 56%, from 18% in 2024 to 28% in 2025.
- Emissions and DE&I: Greenhouse Gas (GHG) emissions top the Environmental, Sustainability, and Governance concerns (61%), while an emphasis on Diversity, Equity, and Inclusion focus grew from 30% to 50%.
- Emissions tracking: 48% of responding digital advertising companies now measure emissions from digital media, doubling from 24% in 2024.
- Barriers persist: Lack of standards (82%) and education (81%) remain major challenges, though financial concerns have decreased (55% vs. 65% in 2024).
Download a complete copy of the report here: https://iabeurope.eu/knowledge_hub/state-of-readiness-sustainability-in-digital-advertising-report-2025/