AdTech eco-actions
AdTech eco-actions: the tools side and the usage side
Ten adtech platforms were scrutinized for their low-carbon practices on one hand, and the actual level of adoption by media buyers on the other. Alliance Digitale published two complementary reports on July 7, 2026, in which video content plays a central role.
On July 7 2026, Alliance Digitale published two documents that complement each other.
The first focuses on tools. The AdTech Eco-Practices Overview scrutinizes twelve platforms—including ad servers, SSPs, and DSPs—and describes what each one actually offers in its interface. It includes features already common in programmatic advertising, such as traffic shaping and bid throttling, as well as others that directly address ad creation, file compression, and alerts regarding file size. The document goes beyond just features. It also assesses the carbon footprint of the solution itself and the CSR commitments of the company that develops it, making it a resource that can be directly used in a request for proposals or non-financial reporting.
Sources Alliance Digitale · The Media Leader
The second focuses on usage patterns. The Adoption Barometer surveys those involved in purchasing – traders, buyers, and trading departments – at both independent firms and large corporations. For the first time, it measures what is actually being implemented in practice, revealing three levels of maturity. A first set of eco-friendly practices has become second nature, with more than 80% of respondents reporting frequent to systematic implementation. Others are still only at the intention stage. One figure sums up quite well how far we still have to go: only 15% of advertisers very often include a carbon constraint in their briefs.
Sources Alliance Digitale · CB News
Read one after the other, the two reports tell the same story as seen from both ends of the chain. The features exist and are evolving, but their adoption is not keeping pace. Adeline Gabay, who leads the Sustainability Committee, ranks creative content and videos as the top priorities the industry must address.
Source CB News
Cutz is a member of Alliance Digitale.
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