Marketers willingly to pay more for sustainable ads: Survey

Marketers are willing to pay a higher price for digital ads that have a lower carbon footprint, The Drum reported Oct. 4. 

Ethical adtech firm Good-Loop surveyed more than 400 digital advertising execs and found that 90 percent of marketers believe that their industry has a responsibility to reduce carbon emissions. 

Three other findings: 

  1. Seventy-one percent of marketers said they track emissions from their digital ads.

  2. Sixty-one percent of marketers said they would be willing to pay more for digital ads if they are sustainable.

  3. Eighty-four percent of marketers said they believe the industry needs to do more to reduce carbon emissions. 

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