AUCKLAND, Today: IAB New Zealand has launched a new Sustainability Whitepaper, offering a hands-on guide to help agencies, publishers, and advertisers make digital advertising more sustainable and future-ready.
The 14-page guide gives practical advice on cutting emissions, building trust, and unlocking social and economic benefits while staying effective and relevant in a fast-changing market.
Created by the IAB New Zealand Sustainability Working Group, the paper outlines actionable steps and frameworks to reduce the environmental footprint of digital campaigns while improving efficiency. It also includes key definitions, Q&As, and extra resources for deeper learning.
Key recommendations include:
- Optimising the supply chain by reducing intermediaries and streamlining supply paths
- Designing lighter creative assets to lower energy use
- Adopting green hosting with renewable-powered servers
- Using smart delivery techniques such as lazy loading to cut wasted data transfers
- Measuring emissions
“Our goal is to support New Zealand businesses in meeting their sustainability commitments, without compromising on performance and ROI.” – Ella Fitton
Ella Fitton, IAB New Zealand Sustainability Working Group Lead and Head of Digital Advertising Operations at NZME says, “With so much pressure on Kiwi media teams to do more with less, we set out to make sustainable media buying and selling simpler and more practical.
“Our goal is to support New Zealand businesses in meeting their sustainability commitments, without compromising on performance and ROI.” Developed in consultation with Ad Net Zero NZ, the paper encourages collaboration and innovation across the industry.
Jennifer Gunn, Head of Sustainability, Ad Net Zero NZ/Comms Council says, “IAB New Zealand’s whitepaper highlights tools and initiatives that demonstrate reducing emissions can be achieved without compromising financial or campaign performance.
“Ad Net Zero is eager to collaborate with agencies and brands to pilot initiatives outlined in the whitepaper, providing hands-on support to those interested in leading the change.”
The full IAB New Zealand Sustainability Whitepaper is available for download now. For collaboration opportunities with Ad Net Zero, contact adnetzero@commscouncil.nz
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