Leading the way for sustainable digital advertising

Leading the way for sustainable digital advertising

A few months ago, I emphasized that regional advertisers should seize the opportunity presented by COP 28, scheduled for the end of November 2023 in the UAE.

They should start considering measures to reduce the carbon impact of their digital advertising campaigns.

At that time, I outlined the six key points advertisers should focus on to reduce the environmental footprint of their digital advertising campaigns.

1. Defining the right KPIs according to their objectives

2. Optimising digital ad formats for maximum effectiveness and efficiency

3. Preventing ad fraud and ensuring media quality

4. Choosing their target audience

5. Choosing responsible and sustainable ad tech tools

6. Data cleaning and archiving after a campaign

I announced that Gamned had already implemented many of the best practices we contributed to in the IAB (France Chapter) White Paper on this subject across our international network. Additionally, we were preparing to offer turnkey solutions for advertisers in the Middle Eastern market.

These days, COP 28 is taking place, and the increased focus on this subject is evident in the October issue of Campaign Middle East, which serves as a perfect illustration.

Beyond digital advertising

Today, according to some studies, 88 per cent of people prefer brands that support sustainable living over simply offering a service or