Media buying platform Adform has joined the Science Based Targets initiative (SBTi), becoming the first global demand-side platform (DSP) to pledge to emission reduction targets agreed with the collaboration.
It builds on Adform’s focus on sustainability in 2023, where the company became a member of Ad Net Zero and was the first global DSP to integrate with Scope3.
“The adtech industry is still on a journey to truly integrate sustainability into its strategy, as sustainability is becoming a business-to-business matter. At Adform, we embrace this difficult journey, where many new decisions need to be made,” said Troels Philip Jensen, Adform CEO. “By committing to science-based emissions reduction targets, we’re proud to follow one of Adform’s guiding principles, ‘Stand tall,’ as SBTi is the highest benchmark for climate action.”
The SBTi, founded in 2015, is a collaboration between the Carbon Disclosure Project, the United Nations Global Compact, the World Resources Institute, and the World Wide Fund for Nature, while being one of the We Mean Business Coalition’s commitments. It aims to reduce carbon emissions within the private sector by enabling businesses to set science-based targets that align with the latest climate science.
Renowned brands that are already part of the initiative include IKEA, JYSK, Vodafone, T-Mobile, BMW, and all leading global advertising agencies.
“From Ad Net Zero to Scope3 and now the SBTi, this is all evidence of our ambition to change the game within sustainability in adtech,” said Anders Pilgaard Andersen, SVP, General Counsel & ESG at Adform. “Our partners, including Brands, Agencies, and Publishers, can rest assured that with just one click our platform enables them to make sustainable choices for their campaigns. We at Adform take pride in putting our commitments into action and delivering on our promises.”
*Adform is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
