With brands increasingly demanding sustainability across their advertising supply chains, the carbon footprint of adtech infrastructure is coming under growing scrutiny. In response, Adform has become the first global demand-side platform to have its near-term greenhouse gas reduction targets formally validated by the Science Based Targets initiative (SBTi).
The move marks a milestone for the adtech sector, where sustainability commitments have historically lagged behind other areas of the digital economy. By securing SBTi validation, Adform is aligning its emissions reductions with internationally-recognised climate science benchmarks.
The company has committed to cutting its Scope 1 and Scope 2 emissions by 42% by 2030, measured against a 2024 baseline. These scopes cover emissions generated directly by a company’s operations, as well as those associated with purchased energy.
In addition, Adform has pledged to reduce Scope 3 emissions by 51.6% per euro of value added over the same period. Scope 3 emissions typically represent the largest share of a technology company’s footprint, covering indirect emissions generated across the broader value chain, including suppliers and partners.
The validation builds on Adform’s earlier commitment in 2024 to adopt science-based climate targets, when it became the first global omnichannel DSP to formally commit to the SBTi framework.
The development reflects a wider shift within the digital advertising ecosystem, as advertisers and agencies increasingly place environmental expectations on their technology partners. For platforms operating within complex programmatic supply chains, this pressure is likely to intensify as brands seek clearer measurement and accountability around the environmental impact of media buying.
Troels Philip Jensen, CEO at Adform, said the validation highlights the importance of collaboration across the industry. “Meaningful climate action cannot happen in a silo. It requires a concerted effort across the entire value chain,” he said. “By working closely with our partners, we ensure our shared commitment to sustainable adtech translates into real, measurable impact.”
Anders Pilgaard Andersen, SVP and general counsel at Adform, added that the step should help push the wider industry forward. “Adform’s SBTi validation demonstrates exactly the kind of action we value. It’s a significant step forward that raises the bar for the entire adtech industry,” he said.
*Adform is a client of Bluestripe Communications, owned by Bluestripe Group, the publisher of NDA.
