Roman Vrublivskyi is the experienced CEO of Attekmi, a global ad tech company that provides white-label programmatic solutions.gettyThe more brands and providers who adopt sustainable practices, the “cleaner” the industry will become.​​When asked about challenges related to the digital advertising ecosystem, the first things that come to mind are usually fragmentation, a lack of transparency and tightening privacy regulations. However, the role of sustainability, in my view, is becoming more and more important. In 2025, IAB identified it as the second most important challenge, right behind measurement and followed by viewability. ​Programmatic auctions, data centers and servers, creative production and ad rendering: These are just some of the sources of carbon emissions in AdTech. Data centers on their own generate 2.5% of global CO2 emissions.In light of this, we have to ask, "Can industry participants somehow reduce their footprint?"The Impact Of Sustainability RegulationsThe lack of industry standards is one of the most significant challenges associated with sustainability in AdTech. However, while there are no specific sustainability laws for AdTech, global regulations keep evolving, and their impact is increasing. For instance, the EU Corporate Sustainability Reporting Directive (CSRD) requires businesses to provide comprehensive sustainability reporting. While it initially focused on large brands, the next implementation phases will affect smaller companies as well. ​We can expect that, at some point in the future, being sustainable will turn into a requirement for AdTech brands as well. I recommend getting ready for this in advance. Those neglecting the sustainability trend may find that maintaining a competitive advantage and building new partnerships will become a significant challenge soon. Clients Are Increasingly Prioritizing Sustainable BusinessesSustainability is also quickly becoming a part of how clients evaluate AdTech vendors, alongside performance, scale, price and more. In certain cases, the presence of sustainability practices can become a decisive factor. Why? Because brands, especially those who care for the environment on their own, are eager to build partnerships with companies that have the same values. They do not want their reputation to be affected. ​Sustainability is steadily turning into a sales driver for AdTech companies, not just a nice-to-have option. Right now, this may not look significant, but things are changing rapidly. Again, I recommend that AdTech brands start working on their sustainability strategies as soon as possible. Streamlining Supply Paths Can Reduce Both Emissions And CostsProgrammatic supply chains are complex, and this complexity only keeps increasing. Every intermediary contributes to the amount of data you transfer and the energy you consume. Additionally, this complexity amplifies expenses, as every intermediary usually comes with a fee. ​By applying supply path optimization practices, businesses can decrease both carbon emissions and costs. Therefore, it is important to identify and eliminate unnecessary intermediaries and prioritize direct connections. In turn, AdTech providers should enable them to do this in a streamlined manner. Early Adopters Get A Chance To Gain A Competitive AdvantageSustainability has not become a basic expectation yet, but companies that invest in reshaping their strategies may unlock additional opportunities earlier than those that don't. Sustainability can become a clear differentiator early, which can be a powerful benefit because the AdTech market is highly competitive. Vendors who deliver both performance and sustainability may justify their premium pricing. On top of all of this, early adopters help the entire industry move forward, which can also contribute to a strong reputation for your brand.​As things stand now, you can ensure your brand’s sustainability with almost no pressure. Later, when regulations and expectations become stricter, catching up can come at a higher cost and less flexibility.The Ways Businesses Can Contribute To The “Greener” AdTech EcosystemBeing sustainable in AdTech is not about sacrificing the efficiency of your campaigns and operations. Instead, it is about working smarter and with less waste.Not sure where to start? I'd suggest beginning with the following:​• Reduce waste in programmatic processes. This involves improving frequency management, limiting unnecessary bid requests, etc.• Optimize supply chains. It is important to minimize the number of intermediaries you work with and partner with fewer, more transparent brands.• Measure what matters. I recommend integrating carbon measurement into your traditional analytics and establishing reduction objectives.• Improve your infrastructure. You may want to optimize your data storage practices, work with “green” cloud providers and reduce duplication in your data pipelines.• Optimize your creative content. Prioritize lighter files and more efficient formats—and align your media planning with your sustainability goals.Final WordsIn my opinion, AdTech is one of the industries that will be most affected by rising sustainability expectations. Minimizing your carbon footprint is not only about being eco-friendly. For advertisers, publishers, AdTech providers and other industry participants, this is a vital way to maintain your reputation, cut expenses, maintain a competitive advantage and, in the near future, remain compliant with relevant regulations. It is crucial to remember that achieving effective sustainability requires collaboration. The more brands and providers who adopt sustainable practices, the “cleaner” the industry will become.​Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?