Adform becomes the first global Demand Side Platform to join STBi

In a pivotal move aimed towards environmental sustainability, Adform, the leading independent demand-side platform (DSP) announced its collaboration with United Nations’ Science Based Targets Initiative (SBTi). This makes Adform the first global DSP to commit to setting science-based emission reduction targets aligned with the Paris Agreement’s goal of limiting global warming to 1.5°C.

This also demonstrates Adform’s growing commitment to sustainability in the ad sector. In 2023, they joined Ad Net Zero and incorporated Scope3 into their platform, allowing companies to track and mitigate the carbon emissions connected with advertising campaigns. Joining SBTi is a significant step forward, providing Adform with a systematic framework for setting science-based goals and publicly tracking their progress toward reaching them.

“The advertising industry has a significant environmental footprint, and as a leading player, we have a responsibility to drive positive change,” says Troels Philip Jensen, CEO of Adform. “Joining SBTi demonstrates our commitment to taking concrete action and setting ambitious goals for reducing our own emissions and helping our partners do the same.”

SBTi is a partnership between CDP, the UN Global Compact, the World Resources Institute (WRI), the World Wide Fund for Nature (WWF), and the We Mean Business Coalition. It gives organizations a clear path to connecting their emissions reduction plans with climate science, ensuring they contribute to a net-zero future.

"We are delighted to welcome Adform as the first global DSP to join SBTi," says SBTi's Director of Corporate Engagement, Alberto Carrillo Pineda. "Their commitment to setting science-based targets sends a powerful message to the advertising industry and demonstrates their leadership in driving sustainable practices."

Adform’s dedication to sustainability goes beyond its own activities. They provide tools and resources to assist their partners assess and mitigate the environmental effect of their advertising efforts. This includes elements like carbon footprint calculation, green media purchasing alternatives, and reporting on campaign sustainability indicators.

By joining SBTi, Adform establishes a new bar for sustainability in the advertising sector. Their dedication to science-based objectives will not only minimize their own environmental effect, but will also inspire other industry participants to follow suit, paving the way for a more sustainable future for advertising.