"This first-of-its-kind report examines how the digital advertising ecosystem currently addresses social sustainability, which social impacts are in scope, and how emerging approaches attempt to measure and manage them across Europe and beyond. While recent industry attention has focused heavily on the environmental footprint of digital advertising, particularly carbon emissions, this report highlights a critical blind spot: the social impacts of media investment remain largely unmeasured, unstandardised, and undervalued."
"Social impact measurement is fragmented, with no shared definitions, boundaries, KPIs, or sector-specific social sustainability standards across markets and media types. Focus on social impact remains limited and uneven, meaning there is space for responsible media practices to evolve and scale different markets and media types. Coordinated standards are needed, including interoperable KPIs that capture qualitative media value without bias and that can be applied consistently in planning and buying."
IAB Europe mapped how the digital advertising ecosystem addresses social sustainability and which social impacts are in scope, and surveyed emerging approaches to measure and manage them across Europe and beyond. Recent industry focus on environmental footprint, particularly carbon emissions, has overshadowed social impacts, which remain largely unmeasured, unstandardised, and undervalued. The project drew on submissions to a multi-stakeholder Request for Information, a structured mapping of initiatives, and expert interviews to clarify industry activity on media plurality, misinformation, accessibility, and diversity across the media supply chain. Findings show fragmented measurement, uneven focus, and a need for coordinated interoperable KPIs and standards.
#social-sustainability #social-impact-measurement #media-plurality--misinformation #standards-and-kpis
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