Why brand advertisers are focusing on responsible media

Amid climate change, DE&I and the call for trustworthy media, advertisers are striving to ensure they’re running responsible media campaigns. 

Responsible media, however, means different things to different people. Working toward a common definition and standards for the outcomes of these goals, advertisers and publishers are looking to organizations such as IAB and Ad Net Zero, but they are also looking to an essential resource they already have — their audiences and customers. As it turns out, when they align responsible media goals with their constituents’ values, they do better business with exactly those stakeholders. 

In this WTF guide, Digiday and PubMatic unpack what responsible media means, what investing and building a sustainable — and equitable — advertising supply chain for the future requires and how ad tech is helping advertisers, agencies and publishers create better outcomes for the industry and the planet as a whole. Download this guide to learn:

• How advertisers are defining responsible media
• Why brand advertisers should care about responsible media
• What metrics advertisers are using when evaluating responsible media efforts
• How to choose a good partner to help with responsible media and how ad tech vendors are working to promote sustainable outcomes

Sponsored by: PubMatic

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