Sustainability is Critically Important in JAPAC as Programmatic Thrives: New OpenX and ExchangeWire Research

Nearly 50 percent of all marketing budgets within the region are set to be allocated to carbon-neutral partners within the next 12 months.

Despite the deprecation of third-party identifiers and global economic turbulence, sustainability is a key focus for professionals within the Japan and Asia-Pacific (JAPAC) region. This is according to a new research report, Sustainability in Advertising – JAPAC 2023, published today by ExchangeWire, in association with OpenX.

“Sustainability is an incredibly important initiative for the JAPAC market as a whole. As a result, we’ve seen earlier adoption of sustainability measures and actions across both buy-and-sell-sides, with clear expectations and timeframes for when these are to be implemented”

The overriding majority of those surveyed deemed sustainability metrics to be important to their business, while simultaneously converting these theoretical applications into tangible business outcomes, with nearly half (47%) of all marketing budgets across the JAPAC region set to be allocated to carbon-neutral partners within the next year.

Building upon studies conducted annually through 2020-2022, media professionals across the digital advertising supply chain in Australia, India, Indonesia, and Japan were surveyed. The importance of programmatic advertising within the region continues to grow hand-in-hand alongside efforts to reduce carbon emissions, with 64% of surveyed professionals reporting an increase in programmatic spend and revenues.

“Sustainability is an incredibly important initiative for the JAPAC market as a whole. As a result, we’ve seen earlier adoption of sustainability measures and actions across both buy-and-sell-sides, with clear expectations and timeframes for when these are to be implemented,” commented John Harvey Faurholt, director, advertising and retail media partnerships – JAPAC, China, Microsoft Advertising. “This has also been reinforced through legislation and policy changes, in addition to industry groups like the IAB, establishing clear guidelines, best practices, and framework. This holistic response has created a greater sense of urgency (and collaboration) to address an important initiative while minimising revenue impact or disruption.”

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Key findings from the report for Japan include:

Japan: Factors impeding carbon reduction goals

• 46% cite increased operational costs
• 36% cite scarcity of expertise
• 22% cite lack of external pressure

Japan: Percentage of budget allocated to carbon neutral partners

• 26% of budget allocated in the next 12 months
• 28% in the next 24 months

Japan: Direct approaches from DSPs and SSPs

• 38% open to working directly with DSPs or SSPs
• 18% already worked directly
• 44% prefer to work with an intermediary

Japan: Concern over fraud and quality-related issues

• 28% very concerned over fraud issues
• 18% somewhat concerned
• 54% not concerned

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