AdTech eco-actions
AdTech eco-actions: the tools side and the usage side
Twelve adtech platforms scrutinized for their low-carbon practices on one side, and the real level of adoption among media buyers on the other. Alliance Digitale published two complementary documents on 7 July 2026, and the weight of video creatives takes center stage in both.
On 7 July 2026, Alliance Digitale published two documents that speak to each other.
The first looks at the tools. The Panorama of AdTech eco-actions scrutinizes twelve platforms – adservers, SSPs and DSPs alike – and describes what each one actually makes available in its interface. It covers functions already embedded in programmatic habits, such as traffic shaping and bid throttling, and others that bear directly on the creative side: file compression and weight alerts. The document doesn’t stop at features. It also weighs the carbon footprint of the solution itself and the CSR commitments of the company behind it, making it a resource that can be used directly in a request for proposals or in extra-financial reporting.
Sources Alliance Digitale · The Media Leader
The second looks at usage. The Adoption Barometer surveys the people who buy – traders, buyers and trading directors – in independent agencies as well as large groups. For the first time, it measures what is actually applied on the ground, and three levels of maturity emerge. A first set of eco-actions has become second nature, with over 80% applied frequently to systematically. Others remain at the intention stage. One figure sums up the step still to climb: only 15% of advertisers very often build a carbon constraint into their briefs.
Sources Alliance Digitale · CB News
Read one after the other, the two deliverables tell the same story seen from both ends of the chain. The features exist and are improving; their adoption isn’t keeping the same pace. Adeline Gabay, who leads the Sustainability committee, places the weight of creatives and videos at the top of the priorities the industry needs to tackle.
Source CB News
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