Adform becomes the first global Demand Side Platform to join UN’s Science Based Targets initiative

Adform becomes the first global Demand Side Platform to join UN’s Science Based Targets initiative Duncan is an award-winning researcher, with 20 years experience of analysing the technology industry, specialising in cloud computing, edge computing, blockchain, cybersecurity and marketing technology.


Media buying platform Adform has joined the Science Based Targets initiative (SBTi) as the first global Demand Side Platform (DSP) to do so.

Following a milestone year of sustainability partnerships, Adform enters the next level by aligning itself with SBTi’s near-term (2030) emission reduction targets.

Adform continues to champion sustainable advertising as a key component of its offering. In 2023, Adform became a member of Ad Net Zero and made history as the first global DSP to integrate with Scope3, helping partner brands measure and reduce their carbon emissions. Now, the addition of SBTi cements this dedication by Adform. 

The SBTi drives ambitious climate action in the private sector by enabling organizations to set science-based emissions reduction targets that align with the latest climate science. As a collaboration between the Carbon Disclosure Project (CDP), the United Nations Global Compact, the World Resources Institute (WRI), the World Wide Fund for Nature (WWF), and the We Mean Business Coalition, the SBTi is the undisputed gold standard of corporate environmental action. The initiative has received pledges from renowned global brands, including IKEA, JYSK, Vodafone, T-Mobile, BMW, and all leading global advertising agencies. 

Troels Philip Jensen, CEO, Adform, said: “The adtech industry is still on a journey to truly integrate sustainability into its strategy, as sustainability is becoming a business-to-business matter. At Adform, we embrace this difficult journey, where many new decisions need to be made. By committing to science-based emissions reduction targets, we’re proud to follow one of Adform’s guiding principles, “Stand tall”, as SBTi is the highest benchmark for climate action.”

Anders Pilgaard Andersen, SVP, general counsel & ESG, Adform, said: “From Ad Net Zero to Scope3 and now the SBTi, this is all evidence of our ambition to change the game within sustainability in adtech. Our partners, including Brands, Agencies, and Publishers, can rest assured that with just one click our platform enables them to make sustainable choices for their campaigns. We at Adform take pride in putting our commitments into action and delivering on our promises.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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