As Programmatic Thrives Sustainability Remains Critically Important in JAPAC Says Report

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

Image via Google DeepMind

According to new research 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. The research report, Sustainability in Advertising – JAPAC 2023, published today by ExchangeWire, in association with OpenX, found that 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.

“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.”


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.

“The digital economy is experiencing rapid growth in Southeast Asia, and programmatic advertising is a crucial channel for marketers,” said Priya Bhatia, Country Manager, Southeast Asia and India, OpenX.

“At the same time, it is essential that the industry prioritizes sustainability and carbon emissions reduction, with adtech partners playing a pivotal role in implementing these strategies.”

Key findings

ExchangeWire and OpenX released the following summary from the report for Indonesia.


Indonesia: Setting of SBTi goals

  • 58% have set SBTi goal
  • 26% haven’t set SBTi goal
  • 16% unsure

Indonesia: Factors impeding carbon reduction goals

  • 68% cite increased operational costs
  • 42% cite the prioritisation of other industry trends
  • 36% cite lack of external pressure

Indonesia: Timeline for measuring carbon emissions

  • 29% within six months
  • 33% within one year
  • 10% within three to five years
  • 14% not planning to do so

Indonesia: Timeline for mandating that partners report carbon emissions

  • 25% within six months
  • 17% within one year
  • 17% within three to five years
  • 42% are not planning to have partners report their carbon emissions

Indonesia: Percentage of budget allocated to carbon neutral partners

  • 61% in the next 12 months
  • 63% in the next 24 months

Indonesia: Importance of sustainability metrics

  • 42% top priority
  • 56% important, but not top priority
  • 2% not important

Indonesia: Impact of Apple’s Identifier for Advertisers (IDFA)

  • 44% high business impact
  • 38% small business impact
  • 18% no business impact

Indonesia: Direct approaches from DSPs and SSPs

  • 58% open to working directly with DSPs or SSPs
  • 14% already work directly
  • 18% prefer to work with an intermediary

Indonesia: Concern over fraud & quality-related issue

  • 38% very concerned, actively looking for solution
  • 6% very concerned, not looking for solution
  • 34% somewhat concerned, actively looking for solution
  • 14% somewhat concerned, not looking for solution
  • 8% not concerned

You can access the full report here.

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The Staff

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