Responsible digital advertising.

Summary In recent years, the advertising industry has been forced to transform itself and has taken a relatively new approach to accountability. The societal impact of digital advertising is based on several points of tension such as algorithms, the concept of privacy, digital advertising formats and the ecological impact of advertising. The scope of these issues raises questions and underlines the importance of a responsible practice of digital advertising. Such responsibility is emerging among some digital advertising players and the industry's self-regulation dynamic can now bring existing initiatives to the forefront to enable them to play a leading role in transforming the industry's practices. The objective of this report is to review the dynamics of the digital advertising ecosystem, to update the historical and emerging controversies around the role and impact of advertising, and to establish an overview of existing responsible practices and recommendations on this subject. A series of about twenty interviews with responsible digital advertising players (agencies, ad agencies, AdTech companies, platforms, self-regulatory players, associations and researchers), feeds this report and also allows us to raise the emerging issues of responsible digital advertising to propose a more in-depth analysis.